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EMAIL MARKETING BEST PRACTICES - Fortune favors the ones who learn
3 tactics of using dinamic content in the email marketing programme

An increasing number of companies rolling email marketing programmes want to use dynamic content. This is an admirable goal, because with dynamic content you keep your promise of tailoring your messages to your subscribers, which should consider their preferences and be relevant in relation to their needs without creating an infinite series of creative versions for the same message that is communicated.

However, marketers often say they don't know where to start. That happens because they usually fail to make a plan including three key tactics:
·         Determine the key segments that are eligible for dynamic content
·         Collect all the necessary data available to create different versions of the creative concept
·         Have the capacity to create specific content for each segment, in order to deliver on the promise of supplying dynamic content.
If you follow this plan, you should be able to integrate dynamic content successfully into your email program, and avoid the dangers of using dynamic content without proper planning.
Step 1: Identify Key Segments
The first step to success in planning for dynamic content is to identify the segments for which you plan to version your content. Traditionally, direct marketers have relied upon past behaviour to segment their lists. Segmentation can be performed using simple criteria, - prospect vs. customer or as complex as following the RFM model (recency-frequency-monetary) by product line.
B2B marketers go beyond the traditional segmentation methods and make use of behavioural segmentation as well. The sections read by subscribers in the newsletter offer excellent opportunities to segment your list and deliver dynamic content according to their reading preferences.
Once you have identified the key segments that you plan to address in your message, your next step is to identify how the content should differ for each segment. For example, you can send a service upgrade offer to a subscriber who has been in the basis for a long time, and a trial offer to your prospect subscribers.
If you have information regarding their last purchase, you can make similar suggestions for their next purchases. If they purchased a product from you., you can use dynamic content to recommend complementary products in the same line.
Step 2: Integrate the Data
Many email marketers master these segmentation techniques, but they hit a roadblock when integrating the data with their email tools.
The main purpose of an efficient use of dynamic content is to identify the key data differentiating the segments. It is recommendable to consolidate data to a standard value that can be recognised in your database to identify the correct piece of dynamic content that should be used for a specific subscriber.
You can use the following data consolidation ideas:
·         Click activity
·         Last open and last click
·         RFM (Purchase behaviour)
·         Subscriber score based on a past purchase
·         Transactional messaging with relevant product data
·         Last product purchased
·         Triggers after "X" days of inactivity
·         Stage at which an online form was abandoned
Step 3: Plan the Content
Once you have established the triggers, you can develop appropriate content that addresses the specific needs of each segment.
This can be a difficult task for a creative team. The identification of 10 segments can lead to la 10 template versions, even if you only change an NL component.
Good planning is therefore necessary to incorporate dynamic content into your email program.
Consider the following steps in the creation area:
·         Identify content that never changes
·         Create content that will not undergo major changes
Adding dynamic content in your email program is the perfect way to quickly make your email content more relevant. You should not forget that it is recommendable to plan in advance, because you can only integrate dynamic content in your email marketing programs in this way, without overwhelming your technical or creative resources.







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