Dynamic email content is a type of email message whose content changes based on the end user’s data, which includes age, gender, marital status, occupation, geographic location, and other variables, as well as preferences and online behavior. It’s an email with highly personalized elements, which can be the images and other visuals, the text, and the CTA (call to action) buttons, all with the intention to target different types of customers and subscribers.
Consumers nowadays receive tons of emails every day, both from brands they know and like, and ones they don’t know. This overfloods consumers’ inboxes, making it hard for brands to attract their attention, and this is where dynamic email content comes to the rescue.
Sending personalized emails through dynamic email content allows you to reach out to your subscribers more effectively as they are more likely to open and read personalized emails as opposed to impersonal and generic emails. According to one statistic, email personalization contributes to an “open rate of 29.95% and a click-through rate of 5.03%”.
Let’s briefly go over some benefits of including dynamic email content in your email marketing strategy.
Improved customer experience - sending personalized emails shows your subscribers and customers you know them and care about their choices and interests;
Improved marketing efficiency - dynamic email content allows you to make one email and automatically change its specifics according to different customers. That way you can devote your and your team’s time to other, more pressing elements of your email campaign;
Increased email engagement - by personalizing the content you send to your subscribers, you’re also increasing the chances for them to engage with it and take action.
It all comes down to variables and data. And by variables, I mean the dynamic parts of the email body, which are based on the data you have gathered on your users.
Usually, you’ll be able to find the “variable” field in the mailing list options. For example, a variable can be the location of your customers. When creating a subscription form, don’t include too many questions in it because your customers might opt out from filling it, so it’s best to include just the very necessary data like email address, location, and gender.
There are three basic types of variables in dynamic content that you can use in your campaigns:
Customer data variables - these include the subscriber/customer’s email address, their name, their customer/subscriber ID, as well as gender, age/date of birth, geographic location, and date of order. You can find all this stuff out via subscription forms and surveys;
Technical data variables - there are two types of these variables: one is the web version of the email you’ve sent (which shows up when the email cannot be correctly displayed or when the images cannot be displayed), and the other is an unsubscribe link that’s usually in the email footer;
Sender data variables - as the name says, these refer to data coming from the sender of the emails, like the name of the company, its real address, and its email address, along with the phone number. These can also usually be found in the footer of the email.
Note: When you’re adding variables and creating dynamic content, you should also have in mind the users who still haven’t shared much of their data with you. Say you usually add the “location” variable in the email; if your subscriber still hasn’t shared that info with you, instead of a city or country, they’ll see an empty field. You can prevent this from happening by setting up the variable to automatically change into “your place”, “your city'', or “your country” when there is no available specific location info. This can be applied to other types of variables as well.
Every part of the email can be made dynamic. The four basic types of dynamic email content are:
The email subject line and email body (or the email text)
Visuals (images, gifs, videos)
CTAs (calls to action)
Did you know that a subject line that’s been personalized can yield up to 50% higher open rates? Personalized subject lines usually include the personal names of the subscribers, but also their location, birthdays, and anniversaries. This is all applicable to the email body (or email text) as well.
The email text is easy to personalize - you can tailor it to different subscribers as you like. For example, say you are a company selling electronics and technology devices. You have all kinds of products, from TVs, cameras, smartphones, video game consoles, earphones, DVDs, etc. According to your customers’ preferences, you can send emails for video games and consoles to video game users, and other new gadgets like earphones and new smartphones to gadget buffs.
Email visuals can be images, gifs, and videos that are part of the email body. The visuals you use should correspond with the interests and background of each of your subscribers.
Say you’re selling sports equipment and clothes. And, for example, say one group of your customers lives in places where it rains a lot, and another group lives in places where it’s usually very sunny. Now, you definitely want your customers to emotionally connect with the visuals you send them, which is why the image of people running outdoors in the rain should be included in the emails you send to people who live in rainy places, and vice versa - images of sunny landscapes and people doing sports in sunny weather should go to people living in such areas.
CTAs play a big role in email campaigns and using them as dynamic content can be a great way to incentivize your subscribers to take further action.
Personalized CTAs are specifically tailored to suit your subscribers’ preferences. So, before making these CTAs, think about the purpose behind them. What do you want your subscribers to do? Buy something, leave a review, continue their subscription, learn about something, send a referral link to a friend, or something else? Whatever it is you want them to do, have a clear goal in mind.
Now that we’ve explained dynamic email content and how it works, let’s see some specific examples.
One of the best examples of dynamic email content is Netflix. They’re masters at sending personalized emails which are based on your user preferences (liked movies, movies you’ve watched or want to watch). They send different kinds of dynamic emails, and one example is where they remind you of films and shows you’ve already watched and loved - and incentivize you to watch them again.
“Rewind. Replay. Rewatch.” This is how the email starts, after which it says “Replay your favorite moments or watch these from the beginning.”
Under these lines, you’ll be able to see dynamic content images, which are the images from your particular films or series, and below the brief caption explaining them, there are CTAs that say “Play” and “+ My List”.
Another example is Ticketmaster, an entertainment company that sells tickets for music venues. Ticketmaster sends emails to promote events that are near you and that you might like. There is usually a poster image from the upcoming tour of the singer/band, and below it, there is a short, informative text for the singer/band. After that, you can find the tour date and time, and a CTA that says “Tickets”.
These are just two examples, but dynamic email content can come in various shapes and sizes. You can use it to make your customers and subscribers:
Browse images or a catalog
Fill out a form, a questionnaire, a survey, or take a quiz
Reply to an invite
RSVP to a particular event
Leave a review
Respond to comments
As you can see, dynamic content email is indispensable in today’s email marketing practices. It’s the only way to send more engaging emails, have your customers and subscribers interact with your emails more, and increase your company’s email open rates. With the right variables and user data, you can do wonders with your email campaign. Don’t be afraid to use personalization in your favor!