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.
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.