How to Improve Your Email Marketing with Personalization and Dynamic Content

As the name suggests, dynamic content and personalization is personalized content that reaches your audience. Unlike a generic, one-size-fits-all type of copy, the dynamic content will vary based on the different types of readers you have. 

Dynamic content can come in all types of forms. It can be text, a video format, or audio. The content will change based on user data, user preferences, and online user behavior. For the most part, the generated dynamic content includes recommendations that will usually be based on recent Google and YouTube searches.

The dynamic content will change so that it is best suited to specific individuals in your audience group. The best part is you don’t have to go through and tailor each type of copy before you send it out. Dynamic content and personalization can be seamless and easily integrated when used correctly.

Why Use Dynamic Content and Personalization in Email Marketing?

There are a variety of reasons why dynamic content and personalization can help you reach your audience in a meaningful way. Because it’s harder and more expensive to get new followers, it’s more effective to tailor your message specifically to the ones you already have. 

Illustration of how email marketing reaches its target audience

According to a recent Emarsys report, nearly 80% of businesses say that email marketing increases customer retention. And among major consumers, including Millennials and Gen Z-ers, this level of personalization has never been more critical, especially since they prefer personalized marketing. 

When Should You Use Dynamic Content in Personalization?

The beauty of dynamic content and personalization is that you can use it during all stages of your audience’s journey, especially when it comes to a buyer’s journey as anywhere from 65-80% of online shopping carts are left abandoned at check out. 

From initial outreach to the engagement to the moment of checkout, dynamic content and personalization can help you engage with your readers in a way that will translate to a boost in revenue. 

In a recent poll cone on trends in personalization, a majority of those who were surveyed reported better on-site engagement, better customer experience ratings, and overall stronger sales conversions because of dynamic content personalization. Some of the rates are impressive and include the following:

  •  55% increase in visitor engagement and improve customer service
  •  51% increase in conversion rates
  •  46% increase in lead generation
  •  39% increase in improve brand perception
  •  27% increase in revenue from e-commerce pot forms
  •  20% increase in audience retention
  •  20% increase in brand development/ brand recognition 

Dynamic Content and Email Marketing

Organic social media is a great way to reach potential and existing customers. There are different platforms for businesses to choose from when it comes to communicating with a target audience. 

You would think with the prevalence and deep impact that social media has on the way we communicate, it would be the premier option to growing your brand. Nope, think again. 

Ironically, the problem is that social media is ever-evolving, which means the way you retain and get new customers will need to be ever-evolving as well. Email, the prehistoric method of communication in the digital age, has managed to steer clear of that issue.  

Why Email Marketing Trumps Social Media

Social media platforms change, our engagement with them changes, even our physical address of where we live will change over time. But for the most part, a person’s email address stays the same. 

Illustration of how mobile works with email marketing

Not only that, but studies like a recent one done by Adobe show that not only do people hang onto their emails, but they spend an excessive amount of time checking their email. The survey found that, on average, workers spend 2.5 hours checking their personal email at work. That’s not even counting the time spent on their work email. The survey also highlighted the following: 

  • Consumers age 25 – 30 spend 6.4 hours on their email at work 
  • Consumers age 18 – 24 spend 5.8 hours on their email at work  
  • Consumers over 35 spend about 5.2 hours on their email at work

As the different platforms in which people communicate change, an email address stays pretty consistent. With successful email marketing, you can stay in your audience’s presence for longer periods of time. 

And though email marketing is nothing new, a recent 2020 study shows that email marketing remains effective with a potential 4400% ROI. Overall, email marketing remains one of the most effective ways to attract new customers and retain old ones, and when you think about it, it makes sense. 

How to Use Dynamic Content in Email Marketing

So how does one utilize email marketing personalization through dynamic content? Let’s take a look. 

1. Basic Email Personalization 

There are several ways in which email marketing personalization happens. The methods range from basic to intentional personalization. 

Basic and Personalized Greetings 

There was a time where personalization went only as far as greeting the recipient with their first name. Now, email marketing personalization has gotten to the point where specific products are recommended. 

Millennials and Gen-Zers tend to be responding well to both the collection of information that allows for personalization and for the personalization itself. In a study done by Aimia on customer loyalty, only 12% of millennials surveyed showed an active dislike for personalized marketing. 

Additionally, millennials do not shy away from sharing their data to get a better experience or a better deal. 50% of millennials do not mind sharing personal information to join a rewards program. Another 36% express the willingness to give up personal information to gain access to a website of their favorite brand as well. 

The Bond Brand Loyalty Report has found that 55% of millennials actually prefer that they receive personalized information from their favorite brands, and this rate has only increased as Gen Z has started finding its footing in the consumer world. 

Preparing email marketing strategies using a laptop

Now that it’s clear dynamic content email marketing works and that consumers actually prefer it, how exactly do brands utilize it to reach their target audience? There are several strategies that can be used, but here are some of the basics. 

2. Dynamic Content Using Demographics

Knowing who your target audience is will allow you to personalize your content for them. When collecting information on demographics, variables to consider include: 

  • Gender
  • Age
  • Race
  • Location
  • Occupation
  • Education 

Gathering this info will allow you to send templates that are tailored to specific demographics in your email list. For example, if your brand is giving away a free trip to Paris, tailoring your copy to those living outside of France will generate higher click through rates, especially if there is a call to action. 

For those on your email list who live in France, another destination can be specified to increase engagement. This varying content ensures you reach your whole audience without leaving out potential customers. 

Using demographics to tailor different aspects of your email can make a difference as well. Dynamic content that personalizes the subject line based on demographics is 26% more likely to be opened. Specific targeting based on demographics can translate into product recommendations, article redirects, and or course sales. 

3. Dynamic Content Based on User Preferences

Preferences allow users to choose what they would and would not like to see as they browse. This translates over to email as well. If your brand is a clothing brand and portions of your audience prefer to see “new arrivals,” tailoring your dynamic content to satisfy this need will help match your consumers with what they actually want to see.

Other preferences can include things such as promotional emails and coupons, clearance items, previous purchase history, and really anything that pertains to your brand. Consumers are buying into this type of dynamic content as well. 

  • 80% of consumers find it helpful when their favorite brands use their purchase history to recommend new products.
  • 77% of online shoppers were more likely to purchase via a promotional email if recommended products accompanied the email. 
  • 82% of consumers prefer the personalization as they express they are more likely to come back and make subsequent purchases from the brand.
Illustration of how email marketing works

4. Dynamic Content Based on Email Data  

One of the best ways to craft dynamic content is by using your email reporting. If you have access to the data that relays what your email recipients click and open, you can get some great insight into what your audience members want to see. 

From infographics to blogs to surveys, promotions, and everything in between, knowing what your mailing list will likely click to open will allow you to target them specifically with dynamic content. 

For example, suppose you were sending out a copy about a new product launch. In that case, you can tailor the content so that its images or infographics for one recipient, video content for another, and article redirects for others. 

Also, knowing what your readers prefer to see allows you to tailor your content so that they receive only that type of content. A reader who prefers videos is easier to retain if you use videos to engage with them as opposed to, say, an article. 

By using email data to base your dynamic content, you can also reach those of your readers who don’t click on your content. Knowing what they prefer not to see or what they are not receptive to will put you one step closer to matching them with what they want to see.

The Power of Email Personalization 

Some brands have absolutely mastered the art of dynamic content personalization in email marketing. Netflix is one of those brands. By offering promotional content to potential users and new movie recommendations to those who want to know about recent releases, the company is constantly engaging with their audience. 

This not only builds trust between the brand and seasoned viewers, but they have consistently acquired new customers quarter after quarter. To date, Netflix is continuing its growth with over 195.15 million subscribers. 

If your brand is already using dynamic content for email personalization, let us know what some of your favorite and responsive strategies have been!

Kaitlin Cooper
 

‚ÄčKaitlin Cooper is the Co Founder and Content Director of 201 Creative, ‚Äčand is an expert in digital marketing implementation and automation. She has extensive knowledge with marketing platforms, and has developed and deployed intricate and highly personalized email marketing funnels that are segmented to serve contacts custom content based on their specific life cycle stage.

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