How to Use Dynamic Content to Skyrocket Email Engagement

We’re living in a world where customers want to be treated as
individuals rather than just names in a database.

According to Salesforce,
84% of customers say that being treated like a person, not a
number, is key to winning their business.

Email personalization

And 70% of those customers view contextualized engagement, based
on earlier interactions, as very important.

Companies like Amazon, Netflix, and Spotify, have leveraged the
power of personalization to spur rapid growth and increase user
retention. For a long time, personalization at scale could only be
done by large companies with the resources to handle the technical
challenges.

Times have changed, as anyone can now create personalized
experiences for their customers without spending a fortune.

What is dynamic content?

Dynamic content describes any web-based content that changes
based on user data, preferences, and behaviors. This data is
largely supplied by the user, who provides and then consents to its
use.

When most people think of personalization in email marketing,
merge-tags or subscriber segmentation comes to mind.

Dynamic content can do so much more than that. It’s not just
limited to tags and segments. With dynamic content, you can
customize every aspect of an email to target a particular user.

Everything from a user’s interests, gender, purchase history,
and even geography can be used to personalize an email.

Take this email from Clubhouse as an example:


Email personalization

This was sent out as a single email, but it renders differently
for each user based on the data Clubhouse has on them. So no two
users will see the same thing.

It isn’t possible to create such an email using traditional
personalization methods. Dynamic content is at play here, and
here’s why you should be using it for your email campaigns.

Benefits of dynamic content

1. It creates better customer experiences:
Dynamic content lets you create custom experiences for your
customers, in a way that traditional personalization techniques
simply can’t. You can customize email content depending on what
your users bought last, where they live, and even offer them
discounts based on how long they’ve been a customer.

2. It leads to higher engagement and conversion
rates:
People are more likely to interact with your
messages if they feel like it was made for them. Personalized email
campaigns have, on average, 29%
higher
unique open rates and 41% unique click rates than
non-personalized ones.

It’s no wonder that
65% of marketing executives
cite dynamic content in email
marketing as the most effective personalization tactic.

3. It saves time: With traditional email
personalization methods, creating relevant experiences involves
creating more segments. And including more customer data requires
you to shape data with SQL and multiple CSV exports/imports.

And these traditional personalization tactics can get really
complex, as your messaging becomes more personalized.

Dynamic content lets you create a single template that you can
configure by inserting dynamic blocks that change based on user
data.

In essence, dynamic content saves time, increases engagement,
and improves customer experience. All of which reflects positively
on the growth and profitability of your business.

Using dynamic content in your email campaign

Just because you’re creating dynamic emails doesn’t mean
that you should just fill in user data wherever possible. Instead,
consider what aspects of an email would add value to a user.

How can you use existing customer information to create relevant
experiences for them?

When it comes to dynamic email content, the level of integration
can move from simple to complex depending on how much
personalization you want.

We group these under three levels of depth:

Level 1. Basic customer merge tags:

This involves using merge tags in your email content. Merge tags
are placeholders replaced by actual content when the email is
sent.

With merge tags, for example:

Hey {{user.name}}!

…becomes…

“Hey Alex!”

Like this email from About.me for example:

Merge tags are easy to implement, but are the barest minimum of
what you can do with dynamic content.

Level 2: Collect and insert on-site data:

Merge tags can only get you so far. To create a truly
personalized experience, you’re going to need more than just the
name of your user.

Collecting data usually requires you to connect to an API so you
can pass that data from your website or app into your (ESP). This
allows you to track
events
and properties in real-time as users browse your site,
app, or store.

Based on that data, you can then create dynamic content when
messaging the user. At Vero, we use the Liquid
Templating language
to handle these dynamic content blocks.

An abandoned cart email is a great example of using on-site
activity to personalize emails.

Here’s one from Huckberry:

In this case, an event was tracked on the store – Added to
cart – with an event attribute that is an array of all the items
in the cart – including, for example, a 6″ Service Boot.

An email is then triggered by the event – Send after 24 hours
of inactivity – while the event attribute is used to populate the
product field.

The result? After adding an item to cart, the user gets an email
24 hours later reminding them to complete the transaction. As

SalesCycle
points out, 28.2% of emails clicked will lead to a
recovered sale, so this is a great way to reign a customer back
in.

Level 3: Pull data from your own database

Sometimes the data you want to use changes in the period since
it was tracked. Or it isn’t available in real-time as the
customer browses your site.

That’s where Level 3 comes in, and it’s a game-changer. By
connecting external
APIs
to your ESP, you can take dynamic content and email
personalization to a new level.
To explain how it works, I’ll use a real customer example:

Uniplaces is a
marketplace for students to book accommodations, and for landlords
to find tenants. When a user signs up and begins searching for a
house or apartment, Uniplaces tracks events and event properties
related to their search, that allow them to send impressive email
campaigns later.

Here’s how it works in detail:

When a logged-in user views a listing, Uniplaces records an
event – View listing – and an event property – event.city. If
the user fails to complete the next event – Complete booking –
Uniplaces sends an email with suggested listings.

Here’s that email:

The four suggested apartment links in the user’s target city
are inserted dynamically. Then, regardless of the city, the email
will be personalized with relevant listings.

Uniplaces only has to create this email once, and can use it to
provide personalized recommendations to thousands of customers.
That’s the beauty of dynamic emails.

We’ve covered what dynamic content is and the different ways
you can include it in your email marketing. Now we’re going to go
over examples from companies that are using dynamic content really
well.

Inspirational dynamic content 1. SUITENESS

This email from SUITENESS is a great example of how you can
create great experiences for your customers with dynamic email
content:


SUITENESS used a past event relevant to the user, when they
first planned a trip to Chicago 2 years ago, to remind them of how
long they’ve been a customer. They then used that as an
opportunity to reward them with free credits as they planned their
next trip.

2. GasBuddy

This email from GasBuddy is an example of how personalized an
email can be with dynamic content:


GasBuddy shows how fuel efficient you are, compared with other
drivers in your area. It also tells you your average speed, how
often you’re speeding, and offers tips for improvement.

This ultra-personalized email feels like it was meant just for
you, because it’s designed that way. Dynamic content makes it
possible to create messaging that’s feels personal, even if
it’s happening at scale.

3. RITUAL

Ritual helps teams save time by ordering ahead and skipping long
lunch line-ups. Ritual is made for teams, and their email reflects
this:


They tell you about restaurants trending in your area, where
your coworkers are buying lunch, and even lets you know who picked
up the most food for everyone in the office. This email offers a
lot of useful information and is made possible by dynamic
content.

4. Uniqlo

We’ve talked about how abandoned cart emails are a great
example of using events to create dynamic emails. Uniqlo takes
things a step further. Their store also tracks when a user likes an
item, even if they don’t add it to the cart.

Uniqlo then uses that data to send relevant offers at a later
date. For example, here’s an email they sent after an item a user
liked had a price drop:

Uniqlo, like every company on this list, understands that great
emails aren’t just about personalization but providing value at
every interaction.

The way forward

Email marketing has one of the highest ROI of any marketing
channels, and personalization is a huge contributor to that.

Customers want to be treated as people, not numbers, and dynamic
email content can help you create amazing personalized experiences
at scale.

The post
How to Use Dynamic Content to Skyrocket Email Engagement

appeared first on Vero.

Source: FS – Email Marketing Blogs!
How to Use Dynamic Content to Skyrocket Email Engagement