Getting your audience’s attention in today’s stuffed-to-the-gills inboxes is more challenging than ever. You’re not only competing with other marketers; you’re also competing with emails from co-workers, family, friends – you know, the folks who grab your attention right away.
So finding new ways to help your accounts cut through the noise is critical as you evolve your email marketing strategy.
Enter Dynamic Content.
Dynamic Content is a powerful new feature from Emma that allows your accounts to send unique, personalized content to each one of their subscribers based on the data they store about them — all from a single email. Kelley and I will show you how it works:
Why is this a big deal?
It’s a big deal because when subscribers invest the time to open an email, they’re expecting a more personal, customized experience. And if they don’t get it, they’re gone – 56% of people unsubscribe from emails due to content that’s no longer relevant (Chadwick Martin Bailey).
The good news is that when you get that subscriber experience right, it leads to major results. Relevant emails drive 18x more revenue than broadcast emails (Jupiter Research), and dynamic content makes it easy to deliver relevant email at scale.
What are some examples?
Rather than sending a separate email to each fanbase, a university athletic department could send a single email that announces the upcoming football schedule to football fans, volleyball schedule to volleyball fans, etc.
If you own a clothing franchise, you could send a summer fashion email that promotes a different clothing item to each subscriber based on their past purchasing habits.
Or take this example from School of Rock. They dynamically changed which image, headline color and CTA button shows up based on the instrument each subscriber plays.
As you can see, dynamic content means something different to everyone (see what we did there?). If you're capturing data about your audience, then dynamic content can help you craft emails that get the results you’ve always been looking for – and save you boatloads of time while you’re at it. Our friends at Avari found that dynamic content can improve click-to-open rates by as much as 73%!
How do I get started?
Getting started with Emma’s Dynamic Content feature is a breeze. After taking a hard look at some of the other tools on the market, we wanted to make sure using our feature was as simple and straightforward as possible. But if you’d like a hand setting it up for your accounts, our Services Team is ready to help if you need it.
So let’s dive into dynamic content and start getting your best email results yet. We can’t wait to see what you create.