Do Your Email Campaigns Fall Flat? They May Lack Dynamic Content

Mar 21, 2022 | Marketing, Strategy

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There’s nothing worse than putting all your time and creative energy into an email campaign only to find that 5 out of 500 people actually opened it. It feels like a personal attack, kind of like someone calling your baby ugly.

It’s said that 56% of people unsubscribe from emails they deem irrelevant— so while you can’t force people to open your emails, you can curate them in such a way that your recipients can’t help but open them!

How do you do that? By using dynamic content!

Let’s take a look at the ins and outs of dynamic email content and why it’s such a useful tool for businesses.

What is Dynamic Content?

In short, dynamic content is a curated content experience. It’s that “personalized” email you receive in your inbox from your favorite brand. You know the one? When you open it you feel seen, known, and compelled to continuously purchase the products or services.

Dynamic content can be as basic or as personal as you want it to be. It could be something as simple as placing someone’s name at the beginning of an email or as in-depth as switching images based on purchase history or browsing history. It could even be segmenting your email list based on age, gender, race, geolocation, etc. The sky’s the limit when it comes to dynamic content because people are always changing and adapting.

What are the Benefits of Dynamic Content?

Every customer and potential customer should be viewed as someone with unique needs; dynamic content helps you meet those ever-changing needs and in turn, creates loyal customers.

Dynamic content also gives your already loyal customers (and even potential customers) access to things they want to see and purchase instead of just being bombarded with a list of products that are irrelevant to them.

In a way, dynamic email content allows the recipients to participate in their own story within your larger brand story. And in 2022, we ALL want to be the hero of our own story… it’s called *main character energy.* Look it up.

Dynamic content will allow you to:

  1. Reduce the amount of time spent on creating email campaigns for several different email lists.
  2. Increase your web traffic and ultimately increase your revenue.
  3. Help your marketing team figure out what products, services, or content customers want to see more of.

How Do I Create Dynamic Content?

Data, data, DATA!

The first thing you’ll need when creating dynamic content is information about your audience. The more you gather, the better your emails will be.

Pay attention to what kinds of questions are being asked on your social media platforms and what content is being shared by your followers. Gather all information you can from the analytics provided by your email marketing platform, and then test your ideas and assumptions on your audience. When you’ve gathered all your data, create some awesome content—and when it doesn’t work, or if information changes, PIVOT accordingly.

(Can we use two FRIENDS gifs in one blog?)

Final Thoughts

By a show of hands—how many of you are feeling overwhelmed? ✋✋🏿✋🏽 We get it! Creating emails that matter takes time and just a little bit of patience but in the long run, if done correctly, dynamic content can be extremely beneficial to both your brand and your customers. If you need help reworking your email strategy drop us a line, our team would love to sit down with you.