Contents
- What is dynamic content in newsletters
- Data sources for dynamic content
- Why dynamic content is needed in newsletters
- How dynamic content works
- How to use dynamic content
- How to add dynamic content to a newsletter
What is dynamic content in newsletters
Dynamic content in email newsletters refers to adaptive elements of the message that change based on specific data about the recipient. This means that the same email can look completely different for various users. For example, the greeting can be personalized, such as in the phrase "Hello, {{Name}}!". A more complex example of using dynamic content is dynamic blocks that show each subscriber relevant sections of the email, such as product cards that they have recently viewed.
Data sources for dynamic content
There are two main types of data sources for substitution in dynamic content:
- Pre-known user characteristics: such as name, city, age.
- User behavior on the site: for example, which products they viewed or what they added to their cart.
An example of applying dynamic content can be seen in a newsletter from "Aeroflot," where the recipient's name, card number, and miles accumulated are included. The store Farfetch sends notifications that a product from the "Favorites" is available for sale again, and the image of this product is also a dynamic element.
Why dynamic content is needed in newsletters
Using dynamic content significantly enhances the personalization of emails. Each subscriber receives an offer that is relevant to them, which reduces the likelihood of uninteresting emails landing in their inbox. This allows the newsletter to closely resemble personal correspondence, which, according to marketing agency Epsilon, increases the likelihood of purchase by 80%. However, many brands still do not personalize their messages enough.
For example, an insurance company might send the same generic email to all its clients without even including the subscriber's name, while "LitRes" sends personalized emails with discounts on saved books, including the title, author, and cover, which helps users quickly recall the book and make a purchasing decision.
How dynamic content works
Substitution of pre-known data
The structure of an email with dynamic content can be thought of as an equation: "Hello, x! Don't miss the sale in y!". When the message is sent, the fields "Name" and "City" are filled in for each subscriber based on the tagged contact base. For example, Mikhail from Moscow will receive the message "Hello, Mikhail! Don't miss the sale in Moscow!", while Svetlana from Samara will receive "Hello, Svetlana! Don't miss the sale in Samara!". For this, it is necessary to collect data about subscribers in advance, for example, through a subscription form.
Behavior-based substitutions
Another approach to dynamic content is based on user behavior. For example, if a user views certain products but does not complete the purchase, they may receive an email two days later reminding them of the viewed items. In this case, dynamic blocks can include images, links, and text elements, making the email more engaging and informative.
How to use dynamic content
For effective application of dynamic content in your newsletters, consider the following strategies:
- Personalize the email subject line: add the recipient's name, which can increase email open rates by 26%.
- Offer personalized special offers: send individual discount coupons to clients.
- Send personalized product selections: based on viewing history or past purchases.
- Recommend products in addition to the order: add a block with items that would complement the placed order well.
- Remind about abandoned carts: send a reminder with product cards from the cart.
How to add dynamic content to a newsletter
To add dynamic content to a newsletter, you can use text substitutions, which are easiest to create through mailing services. You will need a tagged contact base indicating substitution values for each recipient. It is also important to consider what the user will see if the substitution values are not filled in.
For more complex dynamic blocks based on behavior, assistance from a developer may be required. It is necessary to set up data transmission about events (such as abandoned carts) via API to a specific URL, passing the necessary product characteristics.
Dynamic content is a powerful tool that not only increases the effectiveness of newsletters through personalization but also simplifies the marketer's job. Creating one email with dynamic content allows you to avoid sending multiple copies, which significantly saves time and resources.