Dynamic content is about personalising your emails with content and offers based upon the recipients profile. This goes beyond simple merging of fields such as 'Dear Fred' and is also different to setting up a email campaign for each segment of your database.
With dynamic content you can set-up one email message but the content of each email will be unique to each recipient as no two recipients may have exactly the same profile. As the content is tailored you will see click-thru rates balloon because all of the content in the email is relevant to each single recipient.
Here is how you could use dynamic content in email marketing campaigns:
Different subscription topics and offers
If your subscribers only have an interest in certain topics why not exclude articles that will be of no interest to them? The same applies to if they have only requested information on perhaps family holidays in Spain during the summer holidays they are unlikely to want to hear about a round the world cruise.
Cross-sell products
You know what products your customers have purchased in the past why not include complimentary products or other similar products they are likely to have an interest in.
Insert the local account manager, sales office or retail outlet location
Not all purchases will be made online so insert the recipient’s local representative, retail outlet or reseller based upon their address.
Tailor your messages based upon the loyalty of your customers
Customers that have not purchased in a while may need an extra incentive to purchase with you. However you probably do not want to give your loyal customers extra discounts that eat into your profit margins so tailor the offers according to their loyalty.
For more information on how Maxemail can produce dynamic content emails call 01327 350921
