- Published: Jul 9, 2018
- Last Updated: Mar 13, 2023
- 7 min. read
Macy StormSenior Content Creator
- Macy is a marketing writer with over five years of experience creating content for dozens of industries including food and beverage, home services, and education. She also specializes in creating SEO and PPC content. Her work has been featured by Search Engine Journal, HubSpot, Entrepreneur, Clutch, and more. In her free time, Macy enjoys trying new crafts and reading comic books.
When you run email marketing campaigns, you want to send emails that resonate with your audience. Dynamic email content is one of the best ways to capture your audience’s attention and get them to engage with your emails.
In this post, we’ll focus on six tips to help you create dynamic email content that works.
Let’s get started!
What is dynamic email content?
Dynamic content focuses on sending the same campaign to your subscribers but personalizing the experience. Instead of creating different types of emails to appeal to your audience, you create one email that changes based on the subscriber.
Let’s say you own a clothing store and you’re having a sale on shorts for men, women, and children.
You want to send an email to each of your subscribers about the sale, but how do you personalize it for each subscriber?
Dynamic content helps you create that personal touch for your audience. For this example, a piece of dynamic content would be the photo in the email. Subscribers who are single would get a photo of men or women in shorts, while families would get a photo with men, women, and children.
It is something that is simple, but effective.
Dynamic content helps focus on your subscribers’ unique characteristics and create emails that resonate with them.
6 tips for nailing your dynamic email content
Dynamic email content is a great way to help your business earn conversions. Here are a few tips to help you create dynamic content that works for your audience.
1. Use demographics to segment your audience
If you want to create successful dynamic email content, you need to use demographics to segment your target audience. Harnessing information like age, gender, and occupation can help you create tailored email campaigns that resonate with target customers.
For example, if your target audience consists of people aged 30-65 years old, this is a wide range, and content that appeals to younger demographics may not resonate with older consumers. Instead of sending all of them the same email, you can use dynamic content to alter certain aspects of your email to better reach various age groups.
Let’s say there’s a huge banner picture of a couple at the top of your email.
Instead of sending the entire group a picture of a young or old couple, you can use dynamic content to generate a picture of the couple that best matches the person receiving the email.
This means that all the people near the age of 65 will see a picture of an old couple, while the people near the age of 30 will see a young couple. This creates a personalized experience that better reflects a recipient’s life.
You can do the same thing for gender, too. Instead of sending an email that focuses on women’s and men’s products, you can use dynamic software to generate whichever gender listing fits your subscriber.
It’s a simple way to create a better experience for your audience by customizing content to focus on their needs.
2. Figure out where your audience is in the purchasing cycle
The purchasing cycle refers to the phases your audience goes through on their path to conversion. It is broken down into three stages: awareness, consideration, and decision. Identifying where your audience is in the purchase funnel can help you send more personalized emails that help them take the next step.
For example, you may have subscribers that just joined your email list to receive free promotions, and you will also have loyal customers.
Dynamic email content can help you send messages with tailored information, depending on where a subscriber is in the purchase cycle.
If you email a current customer, you would want to share your current offer with them and encourage them to invite friends to check out your business. You wouldn’t want to send an email like this to someone who just subscribed to your email list and hasn’t made a purchase yet. Instead, you may send them a promotional offer to encourage them to purchase.
Dynamic email content helps you reach your audience where they are at in the purchasing cycle.
By sending content that is more personalized to their experience, you will earn more conversions and loyal customers.
3. Send emails related to prior purchases
You don’t want your subscribers to be once and done customers. It is important that you interact with your customers and send them content that will encourage repeat purchases.
Have you ever ordered something online and received an email for other products you may like? This is dynamic content.
These are emails that are personalized to each customer based on things they purchased.
These emails a great way to cross-sell your audience and get them to buy other products they make like. Since these products are related to a product previously purchased, they are more inclined to check it out and see if these recommend products are appealing to them.
4. Send cart abandonment emails
When users visit your site, they may add products to their carts and leave your site without purchasing. You may feel like you missed out on a conversion, but that doesn’t have to be the case.
With dynamic content, you can send abandoned cart emails to remind people of the items they left in their cars and encourage them to buy.
These emails are customized to each person who abandons a cart. Typically, companies will “save” a person’s cart and show them all the items they left in the cart.
This enables users to consider purchasing again.
By using cart abandonment emails, you will help your business turn more leads into conversions.
5. Use countdown timers
When you have a limited-time offer, you want to really get the message across to your audience. You want them to know that they only have a certain amount of time to take advantage of your offer. A great dynamic email content piece that can help you get your message across is a countdown timer.
These timers are embedded in your emails.
When a subscriber opens an email, the countdown clock displays the time left in accordance with the sale. This makes it a personal count down for each person depending upon when they open your email.
It’s a great way to help your business earn more conversions. People can see the time winding down and know they must act quickly to take advantage of your sale.
It will get more people to check out your sale and make a purchase.
You want to save this tool for your most important sales. If you always use a timer for your sale, it won’t hold significant for your audience. By saving it for your most important sales, you’ll make a bigger impact on your audience and get them to convert.
6. Use videos
Videos are a great piece of dynamic email content. They are a great option to help you catch your audience’s attention and get them interested in your email.
You can embed videos in your emails that autopay (with no sound) to catch your audience’s attention. Once they see the video moving, they can elect to watch it and turn on the sound.
With dynamic content, you can determine which videos your subscribers see.
You can have one group of subscribers see a video that pertains to them, while a different group sees another video. This is great if you have an advertising campaign with different types of people.
Dynamic content allows you to provide the best video for each of your subscribers. You can set your emails to display the video that fits that subscribers best, whether it is based on their age, gender, or occupation.
Not only will you interest your audience because it is a video, but you’ll also tailor your dynamic email content to them to make it more interesting.
Videos are a great marketing tool for any method. People are more likely to remember what they see in a video than the text they read. You want to use videos in your emails to maximize your impact.
Adding custom videos to your emails will help you earn more conversions, and your audience will feel more comfortable choosing you over the competition.
Have any other tips?
Dynamic email content will help your business get more from your email marketing campaigns.
You’ll create more tailored content that helps you earn conversions for your business.
What dynamic content do you use in your emails? Share your tips in the comments below. I’d love to hear them!
Macy is a marketing writer with over five years of experience creating content for dozens of industries including food and beverage, home services, and education. She also specializes in creating SEO and PPC content. Her work has been featured by Search Engine Journal, HubSpot, Entrepreneur, Clutch, and more. In her free time, Macy enjoys trying new crafts and reading comic books.
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