- HoneyHat

What is a dynamic email?

A dynamic email is a message that automatically changes to customize the copy depending on the recipient’s behavior, subscriber preference, and customer data.

Each customer is sent a slightly different version of the template that includes their name and recent purchase.

You can, for example, include an action call about an event within your Newsletter. However, only ensure that subscribers in the same city will see it. You can then send additional messages to those who RSVP.

Dynamic email can also be referred to by the term AMP email. Google created AMP to accelerate mobile websites. AMP for emails allows companies to include interactive “mini landing page” in their email.

All AMP emails and not all dynamic emails.

How dynamic email content works

You want to personalize emails, but you don’t just want to customize the subject line.

You can easily do this with dynamic email content, since it allows you to change the body of your email based on inputs.

Start by following these steps.

Gather relevant Data

Data is at the heart of digital marketing, and it’s where dynamic emails begin. Data is essential for creating targeted content.

By collecting data you can learn about your loyal customers and their likes, dislikes, needs and wants.

The best data sources include:

Tracking Data from Your Site : Every time someone visits you site, they leave behind a lot data, such as which pages they have visited. This data can be used to find out more about your clients.
Sending surveys:This allows you to get the information directly from the horse. You can learn a lot about your clients by sending a questionnaire. It may also give you new ideas on how to approach them.
Social Media:reviewing the list of your social media followers can give you new insights about your customers. Do many of them fit into a specific demographic or subculture?

Segment your recipients

Segmenting your contact list is the next thing on your agenda. This is known as Email Segmentation and involves dividing your audience based on similar characteristics.

Some of the most common ways to achieve this are:

Demographic data (age gender location profession income level etc.
Position in the sales funnel
Purchase History
Engagement level of previous emails

Moosend allows you to segment customers in a very granular way. You can use primary data such as demographics, purchase times, and the products that they viewed. You can then surprise your customers by presenting them with relevant content such as product suggestions.

Customize content

It’s now time to create the content for your email.

It’s better to begin with an engaging and robust email template that you can further customize.

The more personal and relevant your content is, the better you will be able to increase click-throughs and conversions.

Inboxes of most people are overflowing. You need to make your message stand out in order to be read by your subscribers.

If you know that people in a certain industry buy a specific product frequently, then add a section to your newsletter explaining why this product is so popular in their niche.

Don’t forget a CTA that will take them directly to the product!

Next, we will see how you can dynamically and personalize your email content.

Different Types of Dynamic Content

The sky is the limit when it comes to customizing emails. You can customize all the major elements of your emails using the email builder. This includes subject lines, preheaders and content.

This section will focus on the email body.

Look at the content blocks above to see what you can create.

Text

Customizing text has the advantage of being simple and inexpensive. Video and images require more time to create.

Text, when properly customized, can do wonders to increase your email engagement.

This example shows dynamic text for the subject line, based on a customer’s current location. Additional customization is based on weather conditions.

You can, for example, change the text of an email based on data about your customers. You can mention the city if you know where they are located.

Make sure to personalize everything possible, from the subject line all the way down to the preview text of your email. Try to find places where you can personalize your email.

Emails that are more personal will be perceived as more friendly and relevant.

Visual Elements

If you want to make your emails engaging and entertaining, visual elements such as images, videos and GIFs will be essential.

Not all visuals are appropriate for every group of customers. GIFs are popular with millennials and younger generations, so using them to reference popular TV shows or celebrities can be a great and relevant way to engage and attract customers.

You’ll need to adjust your tone for older demographics .

In the example below, Ghirardelli sent an email that was dynamic to anyone looking for the ideal Mother’s Day present.

img alt=”An Example of Dynamic Visual Elements in an Email. ” class=”aligncenter wp-image-51066 size-full” decoding=”async” height=”576″ src=”https://www.honeyhat.com/wp-content/uploads/2023/06/Dynamic-Email-Visual-Element-.gif” title=”Dynamic Email Visual Element ” width=”600″/>

Image Source: Ghirardelli

You can delight one segment of your audience while alienating the other by using dynamic emails.

Calls for Action (CTAs).

A call to Action (CTA), is the final push for a reader to take a specific action. This could be purchasing a product or scheduling an appointment, demo or reading more on a topic.

You can change the CTA in a dynamic message to suit different recipients. You should send someone who is at the top of your funnel to your website or product.

This example shows how a sender can use dynamic CTAs to target customers based on their lifecycle. The recipient on left just started the trial while the recipient on right is close to the end.

You can also set up a CTA for interested parties to schedule a demonstration.

The customer lifecycle does not represent the only way you can personalize your CTA. You can offer different CTAs to different demographics, or alter them based on past purchases.

What are the benefits of dynamic email content?

The ability to personalize at scale is the main advantage of dynamic email.

Instead of creating different email templates to cater to each segment of your audience, you can customize certain elements of the message you send to all recipients.

Dynamic email content also offers the following advantages:

Let’s take a look at each of them.

Benefit #1: Can improve campaign engagement

Customers don’t like to be treated as numbers anymore. You have to let them know that they are not just a number in your CRM, but an important part your business.

Salesforce’s survey showed that 84 percent of consumers require a personal touch. Accenture data shows that 90% of people prefer to shop with brands who offer relevant offers and personalized recommendations.

These two statistics show that an impersonal email will not impress anyone.

If a business wants to improve conversion rates, they must invest in the right content delivered to the right audience.

Benefit #2: Can boost conversion rate

How can dynamic emails improve your ecommerce business’s conversion rate? By making your content more relevant, dynamic content can help increase conversion.

Information that is generic or irrelevant will not be accepted by customers (existing or potential). This kind of information will not get anyone to the end of the sales funnel.

You can mention how your products solve them for different types of customers. You can describe how your product solves them for different types customers.

In general, the better aligned you are with your customer’s journey, the higher the sales. It’s very effective to use past purchases as a basis for recommending new products.

It’s time to introduce a better brand if someone always buys cheap winter coats.

Benefit # 3: Enhance customer experience

We have already mentioned that customers interact with many brands today. Social media and email notifications are constantly sent to everyone about new services, products, and events.

The standards of what attracts attention is higher than ever.

The customer experience is important. It’s all about offering a personalized and unique experience to make your brand appear competent and trustworthy.

Dynamic email is essential to an email marketing campaign.

You can show that you care by personalizing your message based on the interests and behaviors of customers.

This is a far cry from the generic emails sent to all email lists, which push a product irrespective of the needs of the customers. These are the emails you’ll find in the trash.

How To Send A Dynamic Email

It’s not difficult to send out dynamic emails. If you use an email marketing tool such as Moosend.

Moosend allows you to use conditional visibility in order to display different content to your recipients based on various conditions.

How it works

img alt=”An animated tutorial on how to send dynamic emails with Moosend.” class=”aligncenter wp-image-51068 size-full” decoding=”async” height=”933″ src=”https://www.honeyhat.com/wp-content/uploads/2023/06/How-to-Send-Dynamic-Emails.gif” title=”How to Send Dynamic Emails?” width=”1424″/>

Hover the mouse in the editing area over the part that you wish to condition.
Hover your mouse over the layout which contains a personalized offer or special content, and click settings
Scroll down to Conditional visibility and click +Add visibility condition
Select the custom field that you wish to use in the Custom Fielddropdown list. For example, City
Select the Comparator from the drop-down menu to select the correct comparer for the custom field you are using, such as Is
Enter the value in the Value field and click Save.
Click to add additional conditions.
You can select Hide blockor show block to hide or display the specific blocks from recipients who meet the conditions specified earlier.
The layouts can be hidden or displayed to recipients who meet allor any conditions.

You can use up to 10 conditions per layout, so that you can be creative in how you display or hide your content.

Next, we will look at some dynamic email examples.

3 Great Dynamic Email Content Examples To Inspire You

We’ve discussed dynamic email in theory, but it’s now time to see how it works in practice.

These examples of dynamic content can inspire your next campaign.

Example 1: Netflix

First, we will look at Netflix. This is considered by many to be the king of personal emails.

Netflix displays TV shows and movies in this email based on the recent activity of subscribers.

Netflix sends an email to the subscriber recommending similar TV shows and movies.

The company can combine the latest data (completing a series) and the customer data that they already have to send a message personalized with a high probability of engaging the recipient. This will encourage them to watch Netflix for longer.

Example 2: Fabletics

This example from Fabletics shows that dynamic image customization makes an email more personalized and targeted.

This athletic wear brand adds the recipient’s name to the image rather than the subject line. The image makes the email more “poppable” because it draws attention.

This example is simple, but very effective. It’s a pleasant surprise for the recipient to see their name on an image.

OpenTable

OpenTable is an example of how to boost email metrics such as click through rates.

The company suggests similar restaurants based on previous reviews.

This approach has the advantage that it is simple to use, but the dynamic content takes care of all the hard work. The company can personalize the content without spending a lot of resources.

You’re Next

You can personalize emails based on audience demographics, behaviors, and interests.

You can easily create personalized email campaigns by leveraging your content.

Check its pricing a data-wpel-link=”internal” href=”https://moosend.com/pricing”>here/a>, and if you want to see how it works, don’t hesitate to enrol for free today. You can check its pricing by clicking here. If you’d like to know more about how it works, sign up for free today.

What is Dynamic Email? Definition, Benefits and Examples appeared first on Email Marketing Automation Platform For Thriving Businesses.

Author: Marilia Dimitriou

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