Tag Archives: creating dynamic content

Doesn’t that make you feel special when email spammers use your first name? We think it’s a stupid trick, and it’s delusional if you think it’s a substitute for dynamic email marketing.

Real dynamic content is much different, and much more powerful. Based on user preferences or segmentation, contents are tailored to individual interests. This increases click- thrus and conversions, and overall ROI of your campaign.

Engage your audience through more relevant content.

To get started with email marketing you’ll need an emailer who can handle dynamic content, separate content for each segment you wish to target, and a segmented list.

1. Define the most advantageous segmentation for your business. For example, a professional oven manufacturer might capture e.g. the names and titles of restaurant owners and head chefs, and type of restaurant (Italian, French, Haggis).
2. Invite your existing subscribers to express their preferences on a web page; and explain what’s in it for them, e.g. they’ll receive a recipe that’s perfect for their restaurant every month.
3. Create a newsletter format and design that contains core content pertinent to your entire audience, e.g. trade shows you’re attending and company news. And allow a space for dynamic content.
4. Create a specialized chunk of content for each of your markets, and space for it to be dynamically inserted in your newsletter.
5. Continually prod subscribers to update their preferences. For example, would you like to see a recipe just for your restaurant every month?
6. Track analytics to improve the content for each segment.