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“Command’s Email marketing service has opened up new doors to marketing to our existing clients and prospecting for new ones. We didn’t even know our marketing potential… with their guidance we have added completely new dimension to our business”
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Dynamic content will take your email campaigns to a whole new level, as it allows you to send targeted, personalized messages containing very specific information to every individual contact on your list. Instead of sending an all-inclusive, one-size-fits-all email to every subscriber, you will be able to tailor and adapt the messaging that each contact receives, so your subscribers only read information that is interesting to them and relevant to their needs.
Dynamic content allows you to get to know your customers and subscribers on an intimate level, strengthening your relationships and increasing brand loyalty. Your subscribers will trust and rely on you to send them the right information at the right time, and you will truly set yourself apart from your competition.
Segmentation CampaignsChances are, you are already segmenting your contacts into groups and sending targeted emails based on each groups’ specific needs. For example, an online retailer promoting a sale on shoes might create two separate emails – one featuring images and content on men’s shoes and the other showing images and content on women’s shoes. That way, the men on their list receive information on a product they use instead of opening an email announcing a sale on wedge-heeled peep-toe sandals. Segmenting your contact list is a great way to increase the relevancy of your email campaigns, and it is a perfect place for you to start with dynamic content.
Instead of creating two separate emails and setting the profiling filters to send the correct message to each subscriber, dynamic content allows you to deploy a single email that contains different images and content for each group. This means you only have to track the results of a single message instead of tracking each version individually. Using the simple segmentation approach, you can create a number of email campaigns using this method, using differentiating factors such as:
• Gender • Age • Geographical location • Occupation, title, and income level • Status – marital, children, homeowner or renter, etc. • Hobbies • Brand or product preference
Engagement CampaignsAnother essential approach to dynamic content campaigns is sure to boost your conversion rate. However, it requires a bit more data than simply segmenting your customer list. Dynamic content may be used to encourage first time purchases from members of your list who read and clicked-through your emails but have not converted into a sale. In order to collect this data, it is helpful if your email marketing software is integrated with Google Analytics, so you can easily see which subscribers are reading and clicking-through your messages but are bouncing after they reach your website.
Collecting this data in your email marketing software allows you to use dynamic content to add a special coupon or discount code to encourage contacts to make a first purchase. You may even create different discounts based on the simple segments like the ones mentioned above. For example, a female subscriber who has made a purchase in the past will receive an email announcing the sale on wedge-heeled peep-toe sandals whereas a female subscriber who hasn’t made a previous purchase receives an email inviting her to take 40% off the sale price. Your profit margin on that one sale will be lower, but you will gain a new customer, additional profiling data, and the trust of that customer which will lead to future sales.
Reward CampaignsAnother way to cross-sell using dynamic content is to email your subscribers some type of reward or free offer to thank them for being loyal customers. The reward can be based on the length of time they have been receiving your email messages, the number of times they have forwarded your message to encourage friends and colleagues to sign up, the number of purchases or conversions they have made, or the amount they have purchased from your online store.
Customer Support CampaignsNot all dynamic content campaigns need to be sales related. For example, if you need to schedule server maintenance that will affect different customers at different times, you may use dynamic content to send out an email announcing the down time, maintenance required, and benefits that each customer should expect. And because you are using email marketing to communicate this message, you will be able to track which customers received and read your message and which ones did not, so you may follow up with a phone call if needed. This is an easy way to announce important, customer-specific information to your entire customer base.
Dynamic ProfilingEmail marketers know that the more they know about their subscribers, the more targeted and relevant their email messages can be. They have perfected the opt-in process to capture the crucial preference data needed to segment their campaigns – they know where each subscriber lives, what newsletter topic interests them most, what products or services they’re looking for, and all of the other pertinent information they need to determine what information to send. In many cases, organizations are also following best practices by offering sample emails and delivery schedules up front so subscribers know when and what to expect. They’re asking if subscribers prefer a text or HTML message. They’re even following up immediately with automated confirmation emails before adding subscribers to their lists. They’re doing everything right.
So why are some subscribers still reporting their messages as spam? Why are their open and click-through rates so low? And why aren’t the emails converting?
These issues are partly caused by the fact that email marketers are relying on the information given by their subscribers. Most subscribers fill out the form as honestly as they can, but over time, their situations change. Others may be in a hurry, so they just enter whatever information is quickest and easiest with the intentions of going back later to update their subscriptions, which rarely happens. Others just don’t care what information they put on the form, because they aren’t really interested in receiving the emails. Perhaps they just want to enter a contest on a site, and in order to do so, they must opt-in to an email newsletter (which is never a good idea, by the way). Email marketers are left with a database filled with a lot of accurate data, but also some misinformation.
Dynamic profiling is a simple, but powerful tool that takes metrics and reporting one step further. Instead of just viewing a list of subscribers that clicked on a link in one of your emails, dynamic profiling allows you to add a profiling field noting each click onto your subscribers’ profiles. Most importantly, all of this occurs with the click of the mouse, eliminating countless hours of manual data input and the unavoidable errors that go along with it. With dynamic profiling, you not only view the subscribers’ click histories, but you may profile and segment your lists based on the information as well.
Dynamic content allows you to get to know your customers and subscribers on an intimate level, strengthening your relationships and increasing brand loyalty. Your subscribers will trust and rely on you to send them the right information at the right time, and you will truly set yourself apart from your competition.
Segmentation CampaignsChances are, you are already segmenting your contacts into groups and sending targeted emails based on each groups’ specific needs. For example, an online retailer promoting a sale on shoes might create two separate emails – one featuring images and content on men’s shoes and the other showing images and content on women’s shoes. That way, the men on their list receive information on a product they use instead of opening an email announcing a sale on wedge-heeled peep-toe sandals. Segmenting your contact list is a great way to increase the relevancy of your email campaigns, and it is a perfect place for you to start with dynamic content.
Instead of creating two separate emails and setting the profiling filters to send the correct message to each subscriber, dynamic content allows you to deploy a single email that contains different images and content for each group. This means you only have to track the results of a single message instead of tracking each version individually. Using the simple segmentation approach, you can create a number of email campaigns using this method, using differentiating factors such as:
• Gender • Age • Geographical location • Occupation, title, and income level • Status – marital, children, homeowner or renter, etc. • Hobbies • Brand or product preference
Engagement CampaignsAnother essential approach to dynamic content campaigns is sure to boost your conversion rate. However, it requires a bit more data than simply segmenting your customer list. Dynamic content may be used to encourage first time purchases from members of your list who read and clicked-through your emails but have not converted into a sale. In order to collect this data, it is helpful if your email marketing software is integrated with Google Analytics, so you can easily see which subscribers are reading and clicking-through your messages but are bouncing after they reach your website.
Collecting this data in your email marketing software allows you to use dynamic content to add a special coupon or discount code to encourage contacts to make a first purchase. You may even create different discounts based on the simple segments like the ones mentioned above. For example, a female subscriber who has made a purchase in the past will receive an email announcing the sale on wedge-heeled peep-toe sandals whereas a female subscriber who hasn’t made a previous purchase receives an email inviting her to take 40% off the sale price. Your profit margin on that one sale will be lower, but you will gain a new customer, additional profiling data, and the trust of that customer which will lead to future sales.
Reward CampaignsAnother way to cross-sell using dynamic content is to email your subscribers some type of reward or free offer to thank them for being loyal customers. The reward can be based on the length of time they have been receiving your email messages, the number of times they have forwarded your message to encourage friends and colleagues to sign up, the number of purchases or conversions they have made, or the amount they have purchased from your online store.
Customer Support CampaignsNot all dynamic content campaigns need to be sales related. For example, if you need to schedule server maintenance that will affect different customers at different times, you may use dynamic content to send out an email announcing the down time, maintenance required, and benefits that each customer should expect. And because you are using email marketing to communicate this message, you will be able to track which customers received and read your message and which ones did not, so you may follow up with a phone call if needed. This is an easy way to announce important, customer-specific information to your entire customer base.
Dynamic ProfilingEmail marketers know that the more they know about their subscribers, the more targeted and relevant their email messages can be. They have perfected the opt-in process to capture the crucial preference data needed to segment their campaigns – they know where each subscriber lives, what newsletter topic interests them most, what products or services they’re looking for, and all of the other pertinent information they need to determine what information to send. In many cases, organizations are also following best practices by offering sample emails and delivery schedules up front so subscribers know when and what to expect. They’re asking if subscribers prefer a text or HTML message. They’re even following up immediately with automated confirmation emails before adding subscribers to their lists. They’re doing everything right.
So why are some subscribers still reporting their messages as spam? Why are their open and click-through rates so low? And why aren’t the emails converting?
These issues are partly caused by the fact that email marketers are relying on the information given by their subscribers. Most subscribers fill out the form as honestly as they can, but over time, their situations change. Others may be in a hurry, so they just enter whatever information is quickest and easiest with the intentions of going back later to update their subscriptions, which rarely happens. Others just don’t care what information they put on the form, because they aren’t really interested in receiving the emails. Perhaps they just want to enter a contest on a site, and in order to do so, they must opt-in to an email newsletter (which is never a good idea, by the way). Email marketers are left with a database filled with a lot of accurate data, but also some misinformation.
Dynamic profiling is a simple, but powerful tool that takes metrics and reporting one step further. Instead of just viewing a list of subscribers that clicked on a link in one of your emails, dynamic profiling allows you to add a profiling field noting each click onto your subscribers’ profiles. Most importantly, all of this occurs with the click of the mouse, eliminating countless hours of manual data input and the unavoidable errors that go along with it. With dynamic profiling, you not only view the subscribers’ click histories, but you may profile and segment your lists based on the information as well.
“Command’s Email marketing service has opened up new doors to marketing to our existing clients and prospecting for new ones. We didn’t even know our marketing potential… with their guidance we have added completely new dimension to our business”
