Benefits of Dynamic Email Content5 min read

Dynamic email content is the personalization of specific elements in an email (like the copy, images, hyperlinks, etc.) based on the user’s information or behavior. Ultimately, the email’s content is made more valuable for the consumer by “dynamically” adjusting to the user’s behavior. With email marketing, presenting relevant information is vital for nurturing leads.

Most consider dynamic content to be completely digitally driven, but it’s often much more personal and real-world driven. For example, customers who provide their email addresses at checkout are contributing to dynamic content. Instead of sending generic and blindly-targeted emails, their interactions provide valuable data to software we can use to dictate personal and targeted content. Emails now nurture leads and current customers for future business. Personalized and relevant content helps nurture a relationship that benefits both the customer and the company.

Why is Dynamic Content Important in the Sales Process?

The main goal of dynamic email content is to nurture leads.

The sales funnel can often stall or slow down when moving a consumer from a cold lead to a client. This process of “warming” the lead is exactly what dynamic email content helps accelerate.

Dynamic content helps nurture leads by:

• Saving the time of a sales member or account executive
• Providing the user with relevant and personalized information
• Incentivizing the consumer to interact again using re-marketing opportunities
• Building relationships with potential or existing customers

Dynamic Content & Marketing Communication

Dynamic content adds value across the board in marketing communications, an industry encompassing everything from Advertising and Sales Promotion to Direct Marketing and Public Relations. It allows you to drive the conversations specific to the customer’s needs and wants, thoughtfully and helpfully nurturing the relationship.

In advertising, dynamic content improves the consumer’s experience by only populating online advertisements related to the user. This effort relies on understanding the locations where the consumer shops, previous history, and shared information. In direct marketing, dynamic content could be a coupon for a product category that the consumer shops for regularly.

Dynamic Content: Emails

Dynamic content shines the brightest when used in conjunction with email marketing. The average office worker receives 121 emails a day, with the average open rate hovering around 17%. With the constant bombardment of incoming messages, emails that don’t provide value to your audience are a waste of time. Personalization can improve open rates by up to 26%, click-through rates (CTR) by 14%, and conversion rates by 10%.

Even better, dynamic content operates behind the scenes. There’s no need for a team member to sort through hundreds or thousands of email drafts to personalize each one. You’ll need to set up a strategy for your dynamic content. Decide how you will:

• Collect audience data (no spam here, make sure your audience knows what they’re signing up for)
• Segment your lists (provide specific content to the right people at the right time)
• Customize dynamic emails for each segment (subject lines, images, calls to action, and more).

Once the pieces are in place, the campaign runs in the background—nurturing leads and building relationships with your audience.

Make Dynamic Content Work For You

The real value of dynamic content is the benefits it brings to you and your audience. Nurturing relationships is what turns customers who open emails into viable leads for the sales team.

Dynamic content can be the first step in the process of a full marketing automation campaign (which you can learn more about in one of our previous blog posts). If you think dynamic content in emails would help your business, get in touch with us to chat about the best strategy for you!