Wednesday, 6 July 2016

Dynamic Content: An Introduction and where it can be used?

What is Dynamic Content?
Dynamic content is the term used for when the body of an Email Composed changes according to a customer’s profile. Going Beyond traditional requisites like First Name, Last Name and Email Address and displaying a mix of different images, texts, offers, call to action personalized according to different
customer profiles

What Data Points can be used for Producing  Dynamic Content?

To capture Data Points , there are many ways, preferably tracking their behavior and activity on the website or landing page as the user’s intentions are already known by the activity and saves up a resource while filtering. Users can also be asked to complete their profile after every successful login, known as Progressive Profiling. Having more details about a customer enables more personalized email marketing campaigns  which ensures the message sent is relevant and is worthy of all the resources consumed.

How to use Dynamic Content?

Use of data depends upon data points which were collected by progressive profiling and activity tracking. Activity tracking generally fills out missing data points and customer profiling as addition leaves no doubt of incomplete profile. Taking 1% as the case where data is not enough for some customers, defining generic content blocks will also drive engagement or sales to your campaign.



Additional Resources !

  • Hero Images: Hero Images are normal images but are specific Type of web Banner. It is often the first visual a customer sees and encounters once they open an email or are on a landing page and the purpose is to provide an overview of the important content.
    Hero image tailored according to customer profiles is the first step towards creating a Dynamic Content. For example a ECommerce can create campaigns for their customer profiles tagged as Men Winters or Men Winters Skiing etc. Accordingly content, call to actions and links should also be dynamic i.e according to Hero Image, customized for a specific customer Profile.
  • Pricing and Discounts: Tailored Discount Bands for customers, offering separate slab discounts according to customer type. It is more beneficial if a seller is selling a particular Service or Product, it would be easy to define ideal customers and assigning them a discount band.
  • Recommended product: Suggesting recommendations will never  be out of Marketing Basics. Based on different customer profiles recommendations can be personalized.  Suggesting cross sale products based upon sale history, interests, spending style definitely will boost up sales.
    For example a monthly buyer of fitness product can be recommended a health tech, or discounts on purchasing a Health Package specifically tailored for them according to their sale history and catalog browse history.




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