According to Cialdini’s principle of persuasion, liking, the more you like someone the more likely it is that you’ll be persuaded by them. This persuasion is even stronger if you feel akin to who is saying it. Translate this into the concept of personalizing content. If you see a picture of someone who reminds you of yourself – are you more likely to purchase? If someone like you has purchased something, do you feel more compelled to try it? As a marketer striving to optimize your content and deliver effective personalized messaging that increases engagement, you should be considering how to incorporate more persuasive content into your communication channels. Dynamic content personalization allows you to place more “likable” content in your customers’ emails, effectively increasing engagement and conversion rates. Rich Relevance found that revenue is 5.7 times higher in emails that employ personalization.
Now, consider the content that lives within your customer journey. Where segmentation was once the answer to personalizing content, dynamic email content is now favored for faster, programmatic personalization that reduces effort and optimizes workflow. This content can be dynamically changed based on the data you have within your send data source. Some examples of data that can be used to trigger dynamic content strategies include:
Demographic – age, location
Behavioral Data – recently viewed products, added to cart
Psychographic – lifestyle, interests
A dynamic content strategy is best aligned with strong data collection and structure. The second piece is choosing an email service provider that allows your email templates to read and personalize content from your data source. If you are on the fence or you may be considering changing your email service provider for advanced marketing capabilities, read on!
In my current team, I have just one content specialist and one email developer. Together we manage over 30 million emails a year and are responsible for roughly 10% of our online revenue. Working with limited resources means finding any way to effectively send our valuable emails while working towards incrementally increasing email revenue. The ability to create dynamic emails leveraging a single data source, as opposed to multiple segmented lists, means more time measuring and scaling our most effective journeys. Where segmenting calls for different templates with minor changes, dynamic content allows you to have one email template which triggers different content based on information in your single data source. This could be swapping the main image for your family versus non-family segment so they feel more aligned with your messaging, or merchandising an alcohol drink package for guests over 21 while highlighting unlimited soda packages for guests who are under 21.
Get More Granular with Your Relevant Content
As consumers are bombarded by a constant stream of emails and mobile notifications, it’s become increasingly important to stand out as a brand. Dynamic email content allows you to strategically align your content with what you know about your customer to ensure they are served the most relevant content at the right time. This can be applied to your hero images, your product recommendations, or offers that appear based on behavioral information like abandoning a cart. Dynamically replacing and placing this content can have a drastic impact on conversions as the more often you place the right content at the right time, the higher your chances are of converting them.
The use of dynamic email content allows you to keep a single source for your email list, drastically reduce the number of managed templates, and, when set up properly, can easily track the effectiveness of your variations as they contribute to conversions.
Increase Retention and Engagement
According to Rich Relevance, personalized emails deliver 5.7xs on email revenue. The content delivered should be solutions to their problems, reducing friction in the buying process to shorten the sales cycle, or delivering information relevant to the customer experience. The more frequently you get the content right, the higher chances you have of the customer continuing to engage with your content. This allows you to build a better relationship with your customer where they can expect useful content and look forward to engaging with your emails. This helps move them along in your journey, nudge them down your funnels, and builds brand-loyal customers who truly love your brand content and want to advocate for you. If you’re not sold on the value of building a brand, check out my post “Is Building a Brand Worth It?”.
“By taking the time to get to know the customer and collect the necessary information you need to further personalize their experience, you are moving closer to faster conversion, which shortens your sales cycle.”- Lucinda Honeycutt, SEMRush Blog.
Dynamic content leverages the data you are collecting about your customer to deliver persuasive, relevant content at the right time. Your 2021 marketing strategy should absolutely contain a dynamic content personalization strategy. It will lead to better engagement, more conversions, higher retention, and increased loyalty. The payoff goes beyond your performance metrics to also maximize a smaller team with fewer resources while still increasing incremental revenue.
If you want to turbo-charge your personalization capabilities, take a look at how Salesforce AI can help marketers make faster, smarter decisions here.