We’ve mentioned it before, but personalising your email campaigns has a massive impact on your campaign’s engagement. How massive? Well, if you’d like to start seeing a 250% increase in your click rate, and up to 600% more sales from your campaign, you should start using dynamic content to personalise your campaigns.
What is Dynamic Content?
In the context of an email campaign, dynamic content is content that’s going to be different for each subscriber, depending on the information you have on them. From the most basic method of personalising a subject line by adding a subscriber’s name, to the more sophisticated tactic of changing entire sections of content.
All this, of course, depends on the data that you have on your customers. If you haven’t already, start capturing custom fields in your subscribe forms so you can target your database more effectively.
How does this help me?
It’s all about being relevant. If you’re constantly sending generic newsletters with one-size-fits-all messages, you might get a bite here or there if your subscribers’ needs happen to line up exactly with what you sent.
But, if you’re sending your customers targeted campaigns centred on their interests, and addressed directly to them, you’re going to see a much higher engagement rate. Your customer wants to feel that they’re more than just an email address on a spreadsheet, so get personal!
What can I personalise?
From Name
Along with the subject line, the From Name is the first thing that your subscriber sees when your email campaign lands in their inbox, and plays an important role in whether your subscriber is going to open your email or not. Who the email is from could mean the difference between a proper read, and an immediate delete.
To start appealing to people that might be picky when choosing whose emails they read, you can personalise the name the campaign comes from, so that different customers see different names. Try changing the From Name to that customer’s account manager or sales representative to increase your chances.
Subject Line
Equally prominent to the From Name is the Subject Line. By addressing the customer directly in the Subject Line, your email is going to stand out in the inbox and most definitely catch their eye.
It doesn’t stop there though. Depending on the data you have, you can include anything you want (as long as it makes sense in a sentence of course!) “Hey John, here’s what’s happening in Cape Town tonight” is far more appealing than “Hey, here’s what’s happening in your city tonight”. Play around with the information you have and see what you can come up with.
Copy
Much like the Subject Line, any custom data you have on your customers can be included in the copy of your email. You can start off with addressing them by name, and populate any content you want.
Wouldn’t it be nicer to say to your customers “Happy birthday for the 12th”, or “We’ve got a sale on Men’s T-shirts”, as opposed to the generic “Happy birthday” or “We’ve got a sale on”? Insert your custom fields as and where they’ll make sense in your copy.
Content Sections
If you want to get serious with the level of dynamic content that you include, you can now have entire sections of content change, depending on who you’re sending to.
If you’re having a clothing sale, you can target menswear to your male subscribers, or womenswear to your female subscribers. Or, if you’re advertising holiday packages to customers worldwide, send tropical beach specials to those customers that are currently in winter, and skiing holidays to those in summer.
The possibilities are endless
TouchBasePro makes it effortlessly simple to personalise your campaigns with dynamic content, ensuring that you get the most out of your subscribers. If you don’t know where to start, get in touch with us today and we can help you out!
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