I’ve talked quite a bit about segmentation. Now let’s discuss it’s partner, dynamic content. Dynamic content is the best way to make sure your e-mail marketing campaigns are the most relevant for each segment. So, you begin with a single campaign and make tweaks to the text, images, offers, etc., so that the campaign speaks directly to each of your segments. This method is highly effective while giving you the distinct advantage of being able to see how well each message performed, breaking your results down by segment.
By creating dynamic content, you are speaking directly to your prospects’ needs, building stronger relationships, increasing your open and click-through rates, and improving your sales and ROI.
5 Steps to Create Dynamic Content
Once you and your sales department have defined your segments, you’re ready to begin creating dynamic content. Here are some steps to get you started:
- Start small, just two or three segments.
- Keep your campaign simple, with targeted content specific to each segment.
- Have at least two metrics to measure your results and make changes as necessary.
- Analyze your results frequently to determine what’s working and what isn’t.
- Just as the name suggests, dynamic content is ever changing, so be prepared to keep your content fresh on an ongoing basis.