Email marketing is one of the most powerful channels you can use for delivering targeted content to your customer base. Even in its most basic form, email marketing can produce ROIs of up to 4300% (so $43 in revenue for every $1 spent). That’s pretty incredible all on its own and certainly something to brag about. But a truly targeted message based on what you know about your customer will yield even higher results. The best way to do this is with dynamic content.

So how do you win with dynamic content?

The answer is really a lot simpler than you may think. It all comes down to connecting with your customer. Be relevant, provide value and make it easy.

We’re all unique. We all have different interest, different needs and different triggers that make us buy. The sooner you realize that in your email marketing programs to your customers, the better your programs will perform.

But how do you stand out? How do you truly connect with your customers vs. just blasting them with yet another email with the same ‘ol content? It all comes down to data.

Data is key

The more you know about your customer the better you can market to them. Look to see what data you already have about your customer – things gender, age, location. Segmenting your messaging based on those data points can be a very effective. You can also look deeper to see what other data points you have or could gather. Look for things like interests, family status, presence of kids, past purchases, time since last purchase, etc. All of these things will help you build a better picture of your customer and, in turn, be able to talk to them on more of a one-to-one level.


Now that you know what data you have about your customer and have a better understanding of them, think about how you can tweak your message to fit those data points. If you know they have kids, then market your kids based products to them. An amusement park would promote their kid rides, waterpark or family friendly events to a customer they know has kids. If they know they don’t, then it’s better to promote their roller coasters and summer concert events. A message tailored to your customer will always win over one that isn’t.

Connecting the dots

So you have the data and you know the different messages you’ll send, but how do you connect the dots? There are different ways to do it. It could be as easy as using a variable field from the data in your ESP to fill in a name, location, or product. If you’re truly swapping out content, though, based on your data, then it can become a little more complex.

ESPs like Salesforce Marketing Cloud have a Dynamic Content option built within their standard email templates. If you use their templates for your emails, choose the Dynamic Content option for your content box. There you’ll set your “if/then” logic to define what your different customers will see. (So if Customer A has X, then show them Y.) If you don’t use the standard email templates, then you can use AmpScript to set similar rules within the HTML code of your email.

Either of these options will allow you to put your data to good use and provide your customers with more relevant content in your emails. The more relevant your message, the better it will perform and before you know it, you’ll be the rock star of email marketing.  See more trends in email marketing or how to add video to your emails.

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