In a world where people send over 300 billion emails daily (according to the most recent research from Statista), it can be pretty tough to stand out in your recipients’ inboxes. That’s like trying to be the most memorable fish in the ocean!
However, with dynamic content, you can turn your emails from ‘just another drop in the ocean’ to ‘the message in the bottle everyone wants to read.’
Dynamic content allows you to add blocks to your email that only a specific audience can see, which makes your campaign more relevant for each subscriber.
In this article, we’ll cover what dynamic email content is, its benefits, examples, and how to use it in your email campaigns.
Let’s dive right in.
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Dynamic email content refers to the part of an email that changes based on the data related to the recipient. It’s like a smart, adaptable message that knows exactly what each person likes to see.
For example, let’s say you sign up for updates from a weather website. If you live in Sunnytown and your cousin lives in Rainyville, the dynamic email will show you sunny forecasts and tips for outdoor activities. In contrast, your cousin will see rainy-day forecasts and indoor activity suggestions.
Dynamic content in emails comes in all shapes and sizes. Here are the main types of content you might encounter or use in your email campaigns:
But what if the dental office could go a step further? By including updated parking availability in these emails, they can significantly reduce the stress patients often face when trying to find a parking spot before their appointment. This is a powerful example of how dynamic content can be used to create a more convenient and positive experience for customers.
Think of dynamic content as a chameleon in the email world — it changes its colors (or, in this case, its content) to match the environment (or the person reading the email). It’s a smart way to make sure everyone gets an email that feels like you made it just for them without having to send a million different emails.
So, how does this magic happen?
When you sign up for a newsletter or shop online, you often share a little bit about yourself, like your name, where you live, or what you like. Dynamic content uses this info to change parts of the email to fit you perfectly.
Let’s use another example to elaborate further.
Imagine you’re part of a birthday club at a local bakery. The bakery sends out a birthday email with a coupon. They use dynamic content instead of sending everyone the same old “Happy Birthday” email.
So, when your birthday comes around, you get an email saying, “Happy Birthday, [Your Name]! 🎂 Your favorite chocolate cake is waiting for you with a 20% discount!” And your friend, who loves strawberry cupcakes, gets a similar email with their name and a picture of those cupcakes.
Dynamic emails are so effective that 64% of personalized emails businesses send to their customers use dynamic content. Moreover, 38% of companies say using dynamic content to personalize their emails dramatically improves performance.
With that in mind, let’s look at some of the positive effects dynamic content has on your email campaigns.
Dynamic content blocks allow you to tailor every part of your email to the preferences and shopping behavior of each subscriber.
This personal touch makes them feel valued and understood, creating a connection that generic emails simply can’t achieve. It’s like receiving a letter from a friend who knows exactly what you like.
Dynamic email messages are more relevant to recipients, which makes them more likely to open and interact with your emails.
It’s like receiving a generic flyer and a personalized invitation to a party. Which one would you take the time to read? The customized invitation, of course.
Just as a party invitation maker helps craft invitations that feel personal, dynamic email tools enable you to create tailored messages that resonate with your audience.
Personalized content lets you showcase products that align with the customer’s past behavior or preferences. These added details significantly increase the chances of them taking your desired action — purchasing, signing up for a webinar, or downloading a resource.
Customers want personalization and are more likely to show loyalty when they feel your brand understands and caters to their needs. That’s why 56% of customers say they’ll become repeat customers after getting a highly personalized shopping experience from a brand.
Let’s now jump into how to use dynamic content in your email campaigns to realize the benefits we’ve discussed.
The email marketing software you select will be the foundation of all your email campaigns. That’s why we’ve put this step at the top.
When considering your options, look at these factors:
Bonus Tip: Along with dynamic content, use a personal email signature to strengthen your connection with your audience. It adds a branded, human touch, fostering personalization and trust in your emails.
Once you pick the right email service provider, collecting customer data is next.
Collecting data is like gathering the ingredients for a special recipe. You need the right mix to ensure the final dish (or, in this case, your email) is perfect for the person enjoying it.
According to Twilio Segment, 78% of companies say that first-party data is the most valuable source of information for creating personalized experiences. This data can include everything from website behavior to purchase history.
So, how do you collect customer data?
The simplest way is to add a signup form on your site where visitors can share their name, email, or favorite product categories. However, make sure that your signup form is easy to fill out and doesn’t feel like homework. That way, users will be more likely to complete the form and join your email list.
Here’s a good example of a simple signup form:
Dynamic content is most effective when based on accurate, in-depth data. So, in addition to using forms, dive deep into your analytics. Understand your customers’ preferences, behaviors, and pain points. The more you know, the more personalized and impactful your dynamic content will be.
Once you do this, you can use that information to segment customers and send personalized emails that connect with individual recipients.
For example, let’s say you run an online bookstore. Using signup forms and other data, you find out that customer A loves mystery novels and has a cat, while customer B is a fan of cookbooks and enjoys gardening.
You track their purchases and notice customer A buys a lot of Agatha Christie books, and customer B recently purchased a book on Italian cooking. With this info, you can send customers emails featuring the latest mystery releases and maybe some cute cat bookmarks. In contrast, customer B gets emails about new cookbooks and a guide on growing their own herbs.
To ensure the accuracy of this data, it’s also important to use an email verifier to check the validity of the contact information you collect. This step reduces bounce rates and ensures your emails reach the right audience, making your marketing even more effective.
This personalization would make each customer feel special and understood, and who doesn’t love feeling special?
Now that you’ve collected customer data and segmented your audience, it’s time for the fun part: adding dynamic content to your email.
The email marketing software you choose will play a significant role here. So, approach that step with the same care you’d have when making any key business decision.
That said, use the platform’s drag-and-drop builder to choose a template and edit it to your taste. To add dynamic blocks, click on an editable part and insert personalized elements like the recipient’s name (on the subject line), dynamic images, or content based on their purchase behavior.
Here’s an excellent example of an editable template:
Once you’re done, you can set rules that dictate which segment sees what content. We call that conditional logic. We’ll look at that in the next step.
Conditional logic is essentially the “if this, then that” of email marketing.
Here’s a good illustration:
How do you go about it?
Start by defining the ‘if’ part of your conditional logic. These are the triggers that determine which content gets displayed to email recipients.
Some examples include:
Once you’ve set the ‘if’ part, create the corresponding ‘then’ element. This result could be a special discount, a personalized product recommendation, or exclusive content. Just make sure your offer is relevant to the recipient and aligns with your brand voice and campaign objectives.
Implementing conditional logic is like giving your email marketing tool a brain. In other words, your email software can make smart, real-time decisions about what content will be most relevant and engaging to each recipient.
Dynamic email campaigns are a game-changer for businesses that want to offer personalized and engaging content to their subscribers. Here are five real-life examples of brands that effectively use this type of content in their email campaigns:
Netflix excels at using dynamic content to recommend movies and TV shows. Their emails often include a section of personalized recommendations based on your viewing history.
This detail makes the email feel exclusive to each subscriber and encourages them to engage more with the platform.
Here’s an example:
(Image Source: Really Good Emails)
Sephora’s email strategy is a stellar example of personalization. They send emails with dynamic content such as:
Here’s a good example:
They also include birthday rewards and special offers based on a customer’s status on their Beauty Insider program. These bonuses make every email feel specially curated for each recipient, which can boost engagement and retention.
Spotify uses dynamic content in its emails to send personalized playlist recommendations curated for each user’s taste.
Whether a new album release from a favorite artist or a hand-picked playlist, the dynamic content keeps the email fresh and relevant to each user.
Here’s an example:
(Image Source: Really Good Emails)
Airbnb’s email campaigns leverage dynamic content to offer personalized travel recommendations to its users.
The company sends suggestions for destinations, experiences, and accommodations based on your past searches, bookings, and wishlist items. These recommendations enhance user satisfaction and increase booking rates.
Here’s an example:
(Image Source: Really Good Emails)
Duolingo uses content that adapts to your learning pace and preferences to personalize reminder emails.
They include dynamic content like:
As a result, they make learning a new language feel personal and engaging.
Here’s a good example:
(Image Source: Really Good Emails)
Dynamic content is the secret sauce to making your emails feel less like a monologue and more like a personal chat over coffee.
So, whether promoting an exclusive deal, a product discount, or even a survey, dynamic emails are your ticket to captivating subscribers and converting prospects into loyal customers.
Get started with this powerful marketing strategy today!