In the modern era of marketing, personalised content is almost expected by customers when they receive communications online or offline. (Expectations are so high we might even live in an era of hyper-personalisation.)

Yet as marketers our schedules are busy enough as it is, so any additional processes we put in place need to show a return without increasing workload. 

Using Dynamic Content, marketers can lean on their martech and the data behind it to deliver personalised messages to improve their lead nurturing efforts by increasing engagement rates and cutting time and costs.  

So what is dynamic content and what can be achieved by using it?

Dynamic Content 

Dynamic content is technology that once in place delivers personalisation based on behaviour and user preferences.

Dynamic content is HTML in your email that changes for each email according to the intended recipient. 

(Communigator, 2018)

A simple example would be to change the opening of your email to address the person by name. This is relatively easy to implement within your ESP (assuming your data is accurate).

Beyond “Hi {firstname}”

It should be possible to customise anything within these emails according to the information you have about your subscribers.

It's important to be creative and to split-test various forms of personalisation, whether it’s name, content, design, from names or subject lines . According to Experian emails with personalised subject lines are 26% more likely to be opened.

Ed Fry from Hull writes Hi {firstname} and then your generic, send-to-all message is a huge missed opportunity"

Basic personalisation strategy should consider:

  • job title
  • location
  • industry
  • number of employees
  • revenue

It gets really interesting when you start adding behaviour history into this.   

Using dynamic content is about separating Who you're sending a message to from What you send and leveraging the data that you have at your disposal to deliver messaging that is personal, relevant to their particular circumstances and place in the buying journey.

You can't build on weak foundations

What you can and can’t use dynamic content for is all down to your data. Without good data, dynamic content and personalisation becomes a risk.

You don’t want to be calling Jane John.  

Luckily most ESP’s have a system in place that allows you to replace any blanks with a predetermined value, but you do need to have a certain level of faith in your data that there is nothing inappropriate in there.

What results can you hope for?

Aberdeen group states that “personalized emails increase click-through rates by 14% and conversion rates by 10%” and Avari has seen that dynamic content increases the CTR by as much as 400% across different industries.

Importantly however, as Delivra notes, the personalisation of dynamic content must be appropriate and also an efficient use of your time setting up.

For example, browser details are less commonly appropriate to include when using dynamic content compared to overall demographics such as age or gender, test until you find a sweet spot.

An added bonus

An added bonus of personalisation is the increased perception of authenticity in your email, which reduces the chance of it being perceived as spam and so improves deliverability (You can read more about how to avoid the spam folder in our previous Passle on email deliverability.)

Short term work for long term gains

Setting up your ESP to pull data from your CRM and creating the email templates will take a moment to fine tune, but you can expect an uplift in results from email nurturing at a scale that wouldn’t be possible doing it manually. If the data you have to work with is clean, consistent and complete you should be able to let the machines do the rest.