How to Succeed in Email Marketing with Dynamic Content

06-Dec-2018 06:04 PM Email Marketing

A customer today receives tons of emails from multiple enterprises, all seeking his attention on the already crumpled digital space. Today, it is not just an option but a norm to make sure one is up to date on the happenings, in the ever expanding news-hungry audience society. And yet, to declutter, the mind or the mail, is the essence of a successful existence.

This is where organizing content jumps to your rescue. Personalizing content is critical to getting people’s attention, and helping them retain it. This way any online marketing efforts is guaranteed of higher transaction rates, open rates, and click-through rates.

Dynamic email content means customizing content based on customer persona, purchase history, online behaviour, and others to individuals with unique personalities, instead of sending out emails to an emailing list. Elements updates and refreshes for every subscriber every time that email opens.

How does Email Marketing Work?

A well-known marketing company in Bangalore was sending emails individually to their list based on their interest, according to age, and other preferences. This was time consuming and hence they used all their resources on this task once a month. When they learned to create dynamic email content, it brought their readers access to relevant information they are looking for, regularly to their inbox, and relevant to their current situation.

How does it work? Segmentation is the answer. Your email content should have specific areas that display different text or images, after you segment your customer. Easily accessible information means, customers can use the content to solve a problem, satisfy a wish, and also make decisions.

One of the first companies to use dynamic content is Amazon. When customers bought something, they were recommended other products. Google too provides the user with relevant content, based upon their search. Send relevant content via emails will drive more revenue than regular emails.

Why Use Dynamic Content in Email Marketing?

When you send dynamic email content to your subscribers, they get the same email but the copy can have seperate images, product offers, and even call-to-actions, as per customization. The advantages to using dynamic content is that you need not segregate your email list based on their content preference, and you create separate email templates for different configurations.

It is a Time Saver:While personalizing after segmenting lists, you must customize email copy for different lists. Secondly, separate email templates must be created when the images also change for different lists. The number of templates will grow exponentially if the content is customized as per the customer lifecycle.

Send Relevant Content: Dynamic content provide a better, tailored, and  relevant content to your subscribers. This is useful for ecommerce businesses, where the content is dynamically refreshed to provide custom pricing, discounts, or any hook to keep customers hanging around for a while. Custom content also eliminates cart abandonment.

It Increases Conversions: Customers browse the internet looking for solutions, and to buy something that solves their problem. Providing relevant content and solution help build your brand and it goes a long way in creating loyal customers, who will become brand evangelists.

Dynamic Content Elements to Use in Emails

Marketers can send personalized one-to-one messages to hundreds and thousands of subscribers. Here are ways you can use personalized dynamic content to incorporate in your emails:

Deadline Countdown

People respond to deadline countdowns, springing a sense of urgency in people. This will work if the countdown timer counts down time promoting registrations for a website, events, and other offers. In the example below, it shows Amazon’s Lipsy’s timer with the offer.

Convenience Features

You can also build an email with a menu bar looking like a website. By adding this dynamic feature you can let recipients click on the menu, read content, send you message, and also engage with the content.

Dynamic Surveys

Survey is one of the oldest tools out there to gather information. Survey gathers vital information, be it for  public offices use or for businesses to weave their next campaign. Most emails redirect users to a web link, where users will answer questions. Embedding questions in the email with radio buttons along with will help respondents answer instantly.

This is women's lifestyle magazine PureWow’s dynamic survey that gathers more information from new subscribers.

With embedded surveys, you can show immediate results of their input within the email. You can also show respondents how their answers compare with others.

Social Feeds

Like surveys, you can embed your social media channels inside your email content. This is of value because the email readers view is live feeds from your social media channels like Twitter, Facebook, Pinterest, and Instagram. With dynamic social feeds, subscribers can open and receive email messages, see live feeds, and then easily consume content and interact.


Viewers recall more of what they see than what they read. Video is another element you can embed into your email campaigns. The videos that you create for your website or social media channels can be used for emails as well. Muted videos that autoplay work the best to hold attention.

Website like Content with Navigation

With so many emails being sent on a daily basis, subscribers are tired of receiving plain and boring email. By providing subscribers with the ability to scroll, zoom, and with animations, the experience of subscribers is enhanced.

You can build a website like email with navigation menu on email automation platforms by pasting HTML codes into your email builder. Subscribers can click and scroll to read content like you see in the example of Golf Channel.

Device and Geo-Tagging

Geo-tagging is another feature that can be used to accurately recommend buyers what they can buy or where they can go locally. For example, ticket booking websites can track users and send them movie or theater play recommendations in the city where they live. Another example is mobile app companies can redirect users to the appropriate app store for downloads.

Setting up Dynamic Email Campaigns

Wondering how to set up dynamic email content? Let us walk you through the steps to create an awesome email campaign. First of all, you must decide which part of your email must be dynamic.

Segment Your List: Segment your list according to the categories that you are going to address. Let your customers receive relevant content from you. You can let them change preferences or else, you must update your database yourself.

Some of the different segments are demographics, online behaviour (browsing and purchasing), lifestyle, interests, location, persona, lifecycle, income, gender, etc.

Create Content: Create and customize content with all the changes. You can use different templates, different colors, and also customize content itself.

Add the CTA: After all, the content creation task will be worth if you can get the customers to do some action after reading your email. CTA or Call-to-action can be added at the end of the email to inspire readers to take action.

By embedding dynamic content into your email, you do not have to rework the elements every time. Now companies have an effective way to deliver rich, relevant, and one-on-one content that can interest and entice anyone. Besides, with all the plain clutter that companies send out, dynamic email content is like a breath of fresh air and is also enticing for people to open and check out.

Building a dynamic email might take time but if you want to drive results and increase revenue, spending a little more time could be worth it. To know more about setting up dynamic content, contact Verbinden Communication.