Personalization through segmentation in this highly competitive era due to the saturation of messages that people receive on and off line is the key to achieving good positioning in the minds of our consumers, and those who do not understand and apply it will see their sales opportunities diminished.
That's why dynamic content in email marketing is a great opportunity for businesses that want to generate engagement and sales through email.
Email is a highly personal channel, and if you add content that is addressed it directors managers email lists only to “Juan Manuel” or “Rebeca,” you have a great opportunity to convert both of them in less time than you had estimated. What exactly is dynamic content in email marketing and why is it so important?
In the language of web programming and HTML, it refers to the content of a website that changes based on user interactions, behavior or preferences , among others.
That is, it may be that a different version is shown for women than for men. This can happen, for example, in an e-commerce that sells products for both sexes, as is the case in the example below.
Dynamic content in email marketing
When a website works on a personalization strategy based on applied segmentation, it is much easier to capture the attention of its audience, and that is why dynamic content has become the cornerstone of this customer orientation.
It helps us get closer to users in a personal way and thus provide a unique experience in the process of establishing a relationship with the brand.
Applied to email marketing, it means the possibility of sending newsletters where part of the content varies depending on the recipient , their tastes, interests, behavior, previous purchases, etc.
Personalizing your newsletter images can lead to a conversion of up to 29% of your database.
Dynamic content is the golden opportunity to convert , because it means that your subscribers will receive information that is relevant to their current situation. That is, the content they will receive in their inboxes is relevant to them and they will be much more receptive to it.
In the following image you can see an Amazon order confirmation for the purchase of a book, and in that transactional email Jeff Bezos' company takes the opportunity to add two other related articles to the email based on the purchase made , which means putting a hook with relevant information for the recipient of the same and thus generating a very good sales opportunity thanks to the use of dynamic content in email marketing.
