Dynamic content allows you to communicate more effectively with your target audience. In dynamic emails, the email subject line, imagery, and body of the email can all be personalised based on who is receiving the mail and what you already know about them. Rather than sending broadcast emails providing generalised information, you can send the information they need with truly persuasive Calls to Action (CTAs) that nurture them through the buyer's journey.

In this post, we are going to cover what you need to know about dynamic, personalised email campaigns. Read on to learn about:

Does dynamic email marketing work?
How can companies benefit from dynamic email content?
What are the best practices for using dynamic content in emails?
How can you improve your dynamic email content?

Does Personalised Email Marketing Work?

Personlise email marketing campaigns to increase engagement

Dynamic email content is changing the way companies communicate with their end-users - and for good reasons. Consider the following statistics on the power of dynamic content:

On average, emails with personalised subject lines are 14% more likely to be opened than emails with generic subjects.
Dynamic emails can drive 18 times more revenue than broadcast emails.
Click-through rates are 152% higher on dynamic emails than regular business emails.
Compared to default CTAs, customised CTAs converted 202% better.

Effective dynamic email content does work, but it must be done correctly. If you don't have the right CTAs, subject lines, or imagery to hit the mark, it will not convert as many leads as you would like or could be less effective than static content.

Dynamic content can keep your leads interested and coming back for more. When crafted with care, your email marketing campaigns can see conversion rates increase by 10%.

In this age of hyper-personalisation, a marketing automation platform helps to support dynamic email marketing. Surveys report that 65% of marketers agree that email personalisation is one of the most important marketing tactics. However, only around half of B2B companies are currently utilising marketing automation. You can get ahead of the curve and begin capturing the attention of more leads before your competitors start to add marketing automation to their marketing strategy.

Dynamic Email Campaigns Best Practices

As we've seen, email marketing that allows you to personalise key elements helps you to nurture your leads more successfully. From the subject line and imagery to the body of the email, you can fully customise your email to each lead with a specific buyer persona to fully nurture and eventually convert them.

Think about the 'Recommended for you...' emails you regularly receive from the likes of Amazon based on your browsing and purchase history. Or take the straightforward but effective B2C campaigns from Nike, for example. A simple change to the email allowed them to market sports clothing to men and women and speak to their subscribers individually.

When dynamic email content is used appropriately, you can see the marked improvements in ROI that many B2C companies boast about.

The following tips will help to increase your dynamic email engagement:

Map out your campaign: You need to decide how many emails are in the campaign, how long it will last, and how often you will communicate with your lead. You also need to figure out what each email is going to contain for your various B2B and B2C leads. If your emails are sending leads to landing pages, you need to fully flesh those out with dynamic content as well before launching your campaign.
Keep it human: Just because you are using marketing automation doesn't mean you can't give your emails a human touch. Over 200+ billion emails are sent every year, and the number is growing by about 5% every year. The average person alone received over 120 emails a day. You can cut through the noise with a more personal and human touch.
Monitor your automation: You do not want to set up a marketing automation email drip and walk away. You want to monitor to ensure everything is going correctly and make any necessary changes. It is in your best interest to conduct an A/B test on your first week. Whichever email receives the highest engagement after a week or so should be used throughout the rest of the campaign, and the other email should be shut off.
Review analytics: Do not wait until the end of the campaign to review your analytics. Instead, check your email engagement daily to optimise your campaign on an ongoing basis. This can help you improve your conversion rates and provide higher ROI at the end of the campaign.

By following these best practices, you can expect to continue to engage prospects that may have fallen out of your customer journey at different stages. With effective nurturing, you can expect to convert more leads.

Marketing automation does more than help companies scale their efforts. It helps to provide a better customer experience that encourages users to connect more deeply with your brand. When customers receive information that is relevant and personalised to them, they are more likely to open and engage with the email. Customers want to feel like they are essential to your company. By providing a human touch and personalisation with every email, you can build better relationships that create loyal customers.

Why Are Buyer Personas Important to B2B Companies?

Understand your buyer to improve your B2B marketing

Personalisation depends on knowing your customers. A customer profile, or persona, allows your business to understand the who, what, where, when, how and why of your audience. In marketing automation, these personas are used to trigger the dynamic content in emails and on landing pages. They allow you to outline the pain points, purchase motivators, analytical or emotional decision-making process, and a myriad of other factors that help you fully understand what influences your audience. Once personas are defined, you can quickly create dynamic content that truly speaks to your leads whenever they receive your email marketing.

For example, a buyer persona allows you to identify your prospects by the industries they operate within so you can provide them with examples they'll find valuable and persuasive. When your decision-maker trusts you'll provide them with relevant information in their inbox they will be more likely to open the email and click through to your dynamic landing page.

Marketing Automation Benefits Marketing Strategies

Dynamic email content and marketing automation are crucial to have in your marketing strategy because of the deep, personalised connections companies can build with their end-users. More leads will stay engaged, and those who fall out can be added back in with retargeted, dynamic emails. The two marketing tactics can help you build a more loyal customer base and increase your customer retention strategy. If you have questions about marketing automation or dynamic emails, contact our team today!

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