If you’re big into email marketing, you probably already know about Dynamic Content. But for those who haven’t discovered it as yet, it’s an email marketing tool you can use to put different copy points in your email campaigns, specifically targeting different targets based on what you know about them. Examples? Sending gender specific emails directed to either males or females. For example, lingerie sale promotion emails would go to females, while men’s suits advertising would go to males. And, of course, that’s just the beginning. You can pinpoint it to any target audience you want: different age groups, different voting blocs, specific interest categories (hunting/fishing, crafts, automobile enthusiasts, etc.). By pinpointing your audience as specifically as you can, you increase the chances of getting your message across – and upping your content conversion rate. It’s personalizing your message.
And that begins with your email’s headline. If your headline is dynamic enough, it will draw your potential customers into the copy, where you can then use additional sales points to get them to buy. For example, a headline that reads “Lingerie” isn’t going to get your email read. However, “20% Off on All Imported Lingerie,” will certainly draw the attention of your female target audience. And don’t forget subheads. They need to be dynamic, too. “Direct from France,” or “Made of the finest silk,” would be good attention getters. Copy should be short, lively, and stirring. “You’re going to love the way you feel when you slip into our silky, sexy teddy, made in France, just for you!” Make it as personalized as possible. Talk directly to the customer. Make her/him feel like they’re an audience of one. Use the word “you” often. As in, “Don’t you deserve the best?” Create a bond!
The more you know about your customers, the better chance you have to sell them. If your data base includes a person’s birthday, set up an email program to wish them a happy birthday, and include a gift certificate. Use their name whenever possible in the copy. For example, would you rather receive an email addressed to you by name, or one that says “Dear Customer”? It’s Dynamic Content with a very personalized touch, and it works very effectively!
Since the dawn of advertising, the call-to-action has been a pivotal part of the marketing tools available to sellers. Surprisingly, however, in the last ten years or so, it’s almost disappeared. Which begs the question, how are you going to sell something if you just describe it but don’t ask them to buy it? By all means, use that call-to-action, but with a Dynamic Content twist. Put an incentive in there, like “Buy today and get 20% off,” or “Buy today and get free shipping.” Or even better, personalize with the person’s name – “Jane, if you buy today we’ll give you 20% off”. See where this is going?
If you’re unfamiliar with the term it means creating two concepts of the email you plan to send out. Two different approaches, two different sets of copy. Send them out to two separate groups, maybe a hundred to each. Then, check the results and see which one worked the best. It’s easy, and certain to pump up your conversion rate.
Although Dynamic Content is really designed for email marketing, the same principals can be, to some extent, used in other types of marketing as well – print/TV/radio and PR. Again, it’s the personalization factor that’s important. The more the message is personalized, the better it will be received, and the better your conversion rates will be!
