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We ‘ve got a new disciple in our monastery – It’s the Dynamic Content.

Category : Email Marketing

When in Rome act like Romans! Do not be awed it’s high time you should send some data-driven personalized marketing messages to your audience! It’s the world of adaptive content and in this post we
will walk you through how dynamic content really works and ways in which you can incorporate it in an email marketing strategy.

What is Dynamic Content?

A dynamic content or adaptive content is typically a kind email body that change based on the interests or past behavior of the viewer or subscriber. Such campaigns have many advantages and the largest of all being personalization, localization and relevancy. As the campaign is really relevant at particular point of time for the viewer, it will surely instigate a response from him.

How does the Dynamic or Adaptive Content work?

So, how does adaptive email content work? Information is the baseline for any dynamic content campaign to be successful. The second pillar of success for an effective dynamic content campaign is the past insight of the content that proved to be the most to a particular lead. All you need to do is set up a centralized marketing database that stores all the contact and past interactions as a history. The next you need is a smart content generator that will collect the information from the database and hide or show the block of text, images etc on the basis of set rules and algorithms. Last but not the least you also need to integrate your email system with the database so to ensure the effectiveness of the campaign is well-maintained.

Dynamic Content should be altered well according to the user behavior. Also, it is imperative to tailor the message according to the lead’s lifecycle stage. Is it their first visit, are they ready to buy? Are they evaluating alternatives? Breaking the lifecycle into various lead nurturing adaptive content emails will ensure the consultative sales support is on and this in turn will enable the subscriber to swallow information in bits and pieces and come to a conclusion eventually with full understanding.

The power of Dynamic Content – It’s immense!

Marketers also use adaptive content to delineate different calls to action to different subscribers. That said, the already loyal customers need not be bothered with a hot sales pitch and instead just a “Try More” CTA might work wonders. Likewise “Register to download E-book” might be a CTA for no registered user. With the help of dynamic content, a registered user will not be able to view the same CTA and rather view “Download the E-book! Thanks for registering already”. The power of dynamic content is just not limited to CTA. Dynamic content will also share the content according to different weather, geographical location etc.

Adaptive or Dynamic content can also change or insert images according to the industry. With this a marketing communication brochure for Healthcare contact might receive healthcare specific image while a technology company will get technology related image and even different email body contents, which is amazing!

Takeaway:

Smart content provides information differently to different subscribers. That said, every potential buyer should be recognized uniquely and given different treatment in the email campaign taking it to the next level of personalization. Dynamic is that tool in your arsenal that will tailor different needs of different subscribers exceeding the content expectations, arresting more eyeballs and leading to a larger sales funnel with long hygienic happy subscriber list!

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Kevin George
Kevin is the Head of Marketing at EmailMonks, one of the fastest growing email design and coding companies. He loves gadgets, bikes, jazz, and breathes ‘email marketing’. He is a brand magician who loves to engage, share insights with fellow marketers, and enjoys sharing his thoughts on the latest email marketing best practices at EmailMonks Blog.

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