According to eConsultancy, 74% of marketers believe targeted personalization can improve customer engagement. Aberdeen revealed that click-through rates or CTR improve by 14% for personalized email messages. Today, brands are increasingly turning to digital marketing methods such as personalization to improve customer engagement and interactions. Business enterprises have moved from basic personalization such as addressing their customers by their first name to advanced personalization in the form of personalized product recommendations.
One such form of personalization is the use of dynamic email content marketing. Dynamic email content can effectively personalize business emails and improve conversions without spending several hours. Through this article, we will look at what is dynamic email content, its benefits, types, and how it works.
What is Dynamic Email Content?
Dynamic email content refers to any email content that can change based on the email recipient’s data, preferences, or behavior. Practically, dynamic content or data is provided by the intended user, who also agrees to business use of this provided data.
Largely, the use of personalized emails was restricted to using the recipient’s first name, segment, and tags. Dynamic email content marketing can do a lot more. Now, business emails can be personalized based on the user’s gender, interests, purchase history, and even by their location.
Next, let us look at some of the benefits of using dynamic content in email marketing.
What are the Benefits of Dynamic Email Content?
By providing relevant and personalized content, dynamic email content improves the overall value of your email marketing campaign. Here are three ways in which dynamic email content can benefit companies:
- Improved customer experience (CX)
With dynamic content, you can personalize and customize emails for customers based on their interests and previous purchases. This can improve the overall customer experience. Further, you can offer exclusive discounts or promotional packages based on how loyal your customers have been to your brand.
- Timesaving
With “traditional” email marketing, businesses needed to create more customer segments and then personalize the message for each segment. This was both time-consuming and expensive. With dynamic email content, you only need to create one business email and automatically generate personalized content for each segment. This mode of automation can save both time and effort.
- Higher customer engagement
Customers are now more likely to open and interact with business emails that contain personalized content. For instance, personalized emails can improve open rates by 29% and click rates by 41%. As more customers open and interact with dynamic content emails, it is expected to improve conversion rates and revenues.
What are the Different Types of Dynamic Email Content?
Depending on your customer segment and email objective, you can use different types of dynamic email content. Here are the three primary types:
- Text
If you are deploying personalized emails for the first time, then it is recommended to start with a simple text email. This is effective for personalizing your message to different customers. Text-based dynamic emails typically contain a subject line and a few paragraphs in the message body.
- Visuals
With the visuals type, you can now add appropriate images, videos, or GIFs to your dynamic email. For the best outcome, you must use visuals that identify the most with the user’s interests or preferences. Also, choose the visuals based on what emotional reaction you want from the email recipient. You can also use image variations based on different customer segments.
- Calls to Action (CTA)
This type of email is used when you want the recipient to perform some action and click the CTA button or link. Additionally, you need to customize the CTA text to encourage your email subscribers to click on it.
How does dynamic email content work? Let’s discuss this in the next section.
How Does Dynamic Email Content Work?
To personalize your email with dynamic content, you need to perform the following steps:
Step 1: Collect your email subscriber’s data
The first step is to collect more data from your registered email subscriber. This includes information such as their gender, age, hobbies and other interests, favorite things, and so on. You can collect this data by:
- Speaking to them directly.
- Providing them with other modes of interactions such as your Sales CRM, online forms, quizzes, feedback emails, and surveys.
- Aggregating customer data from popular social media platforms.
Step 2: Perform customer segmentation
The next step is to segment your customers into groups based on the collected data. Customer segment can also be based on the stage of their journey—for example, new customers, existing customers looking to repurchase, or loyal customers. Here are some recommendations for targeting your customer segment:
- Engage with first-time website visitors landing from Google searches or Facebook Ads.
- Nurture with new leads who want to learn more about your products or services.
- Convert interested users by sending personalized emails with CTAs.
- Grow first-time buyers into loyal customers by recommending relevant products through personalized emails.
Step 3: Customize dynamic email content for each customer segment
The next step is to customize your dynamic email content for each customer segment. Customization can be based on the following options:
- Demographics such as age, gender, marital status, professional, education, or geographical location.
- Psychographics, which is based on their beliefs, personal interests, political views, or hobbies.
- Subscription preferences are based on how subscribers want to receive brand updates. For example, newsletters, email updates, and promotions.
- Behavioral data is based on the subscriber’s actions. For example, purchase history, website activities, or level of email engagement.
Step 4: Customize dynamic email content for each customer segment
The final step is to create dynamic email content for each customer segment. To customize the email content for WordPress sites, you can install and use a Dynamic Email Content plugin like WP Core Emails Pro. Let’s learn more about the WP Core Emails Pro WordPress plugin next.
About the WP Core Emails Pro plug-in
The WP Core Emails Pro plug-in for WordPress sites is designed to customize email content and personalize them for each customer segment. Here are some of its best capabilities:
- WordPress administrators can use dynamic placeholders to customize the email content.
- They can easily customize the email template UI according to the brand.
- Customize the color scheme of email templates.
- Customize the default content of WordPress emails.
Conclusion
Using dynamic email content is effective in improving customer engagement and conversions from business emails. We have discussed what is a dynamic email and how it can benefit companies.
As a WordPress development company, Flipper Code has enabled its customers to transform their business ideas into innovative products. If you looking to improve the reach of your WordPress emails, contact us today.
