Dynamic content: Why it works
Have you ever had an email appear in your inbox that felt as though it had been created just for you? At a time when our digital inboxes are constantly overloaded with email marketing, it takes a more personalised approach to stand out from the crowd.
According to UK-based digital marketing company Emma, 74% of online consumers get frustrated when they receive content that isn’t relevant to them. In fact, 56% of people will unsubscribe from email marketing due to irrelevant content.
That’s where dynamic content – customisable blocks of web and email-based content – can make the world of difference.
Shake things up
Unlike static content, which serves every customer in the same way, dynamic content can be personalised using recipient preferences relevant to your campaign. This could be as simple as including the customer’s name in the email, or as complex as offering different content based on the prior purchase of a particular product.
You could also personalise the customer experience with dynamic content by using data based on customer lifecycle, user behaviour and characteristics; even your customers’ past engagements with marketing channels.
And here’s the thing – it works. The use of dynamic content has been shown to improve click-to-open rates by up to 73%. It all comes down to one of the most important terms in marketing right now: customer experience (CX).
By increasing relevancy to your user through personalised experiences, you can use dynamic content to enhance the overall customer experience and improve conversion rates. Improving CX in this way also creates brand loyalty and increases the likelihood of customer retention – up to 40% of customers buy more from retailers who use personalisation.
Perhaps the biggest benefit to email marketers, however, is the return on investment (ROI). With the right tools, these outcomes can be achieved without creating large numbers of dynamic content blocks manually, a process that’s both time-consuming, prone to mistakes and often reliant on coding.
A quick and easy solution
For customers who use Salesforce Marketing Cloud, Idea Science’s user-friendly Dynamic Content Generator tool makes creating dynamic content blocks a breeze, giving marketers the ability to highly target consumer groups without creating hours of work for themselves.
“In no time at all, one email template can be split into more than 100 content variations, so it’s infinitely faster than creating dynamic content variations manually,” Idea Science Director of Technology Husaam Maudarbocus says.
“And because all of the content is located and managed in one centralised file, maintenance and quick fixes are even easier – press a button and the content is regenerated.”
Data sets stored in Marketing Cloud are also easy to pull into the generator, meaning that once the groundwork is laid content block generation becomes much more straightforward.
“When applied to an email marking campaign, this can allow for more efficient segmentation and lead to improved marketing results,” Mr Maudarbocus says.
“We’ve found that it’s particularly powerful for industries like online retail, where the goal is to find the right product for the right person. The results really speak for themselves.”