dynamic email

One trait expected of all marketers is creativity because marketers always have to think of brand new ways to generate leads, convert them, and keep all prospects engaged.

Creativity is the best way to make consumers think of a particular company when they’re ready to make a purchase. One of the marketing strategies that’s constantly reinvented and updated to make things more appealing is email marketing.

This is because being consistent with brand messaging, but also genuine and inventive can bring businesses more leads and conversions.

Dynamic Content

One of the tools that marketers can use for personalization is dynamic content, which is email content that changes depending on what a user is looking at inside the email. To create dynamic content, the first thing that companies need is data.

That’s because dynamic changes happen in accordance with the personal details and preferences that viewers share with a business when they sign up for an email newsletter.

With the help of dynamic content, companies can create more profitable conversion funnels where even the contacts that least interact with an email newsletter will get to see something that appeals to them.

Dynamic content is able to improve engagement rates for businesses by changing the content according to the data that a company has on its consumers. It’s also able to predict a consumer’s needs or desires, which means businesses can more easily turn a one-time customer into a loyal one.

Dynamic content also helps companies present themselves as brands that care about their consumers because of the appealing content they are sending them whenever they need it.

Creating Dynamic Content

Most of the time, the process of creating dynamic content is automated after a marketer sets up conditions and criteria. However, there are certain rules that companies need to follow to avoid making mistakes with dynamic content; mistakes that end up costing the ROI, among other things.

That means businesses should study their buyer personas and their corresponding data to learn more about the target audience. Studying this information also helps companies fill in any blanks by providing the information they need to understand the behavior of consumers that generally have a rather empty profile.

All it takes to create a buyer persona is to take note of the audience segment they fall under, and then use machine learning and AI to distinguish their specific patterns.

Planning and Metrics

Different types of buyer personas will need to see different types of content that will look and feel like it was personally created specifically for them. The entire goal of dynamic content is to change according to the needs of the consumers and to do that, companies need to keep some technical details in mind.

That means the different content blocks and image sizes inside the email builder should be tested out across a variety of devices because broken elements inside an email are generally unattractive for consumers.

Companies can test out various emails to ensure the dynamic content changes according to the email metrics. Businesses need to track these metrics in order to generate the best results possible.

Ronn Torossian is the CEO and founder of NY based PR firm 5W Public Relations. Torossian is also the founder of the Ronn Torossian Foundation, and a lifelong New Yorker.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.