Far from being a static channel like it was perceived by some in the past, email marketing, specifically real-time and dynamic ones are boosting a brand’s edge today. That is for good reason, too. There is just a lot to be gained when you utilize personalized dynamic email.
Dynamic email marketing can really set off your marketing strategy. Before you give it that sought-after spot in your email marketing plan, you should first be able to address concerns like which forms of dynamic email can you use, which marketing systems and data have to be integrated, and will there be any hurdles as well as gains if you actually make use of dynamic email.
Why is using real-time data to present the best product important? Let’s say the recipient has already been thinking of purchasing a product, there is a big chance that they will buy that. As a retailer you would like to show each of your prospective clients some ready-for-sale products through email marketing messages. When you combine data in your client’s profile with their behaviour as a customer and their previous purchases, you can predict which would probably be the ideal product for him or her.
Marketers know this technique as the “Next Best Offer”, and the idea behind it came from an email recommendation engine. If you have been shopping online, then you are probably familiar with the “similar products”, “often bought together” or the more personal “others like you also bought”.
Recommendation engines do uplift your email marketing results. In fact, making use of them provides from 50% to 400% increase in Click to Open Rates. Add real and important details like the number of items left in stock and it actually appeals more to the recipient.
Do you have the ideal product in your email marketing message? Your ideal product should be popular, in season, and presented in an attractive way to promote purchase. Then you dynamic data should be added telling the recipient that it is currently available for purchase (but it may only be for a limited time!), that it is highly desirable, that it fits the recipient perfectly, and that it is being searched for by other consumers.
Dynamic content is, of course, not limited to your business or organization. You can add external content to your messages or newsletters. For example, real time weather forecast is an external content that you can easily retrieve from a reliable source. You can then trigger emails with offers based on that. When you combine such useful information with dynamic email marketing, impressive results are to be expected.
Consumer data can always be used to personalize and fill your newsletter emails dynamically. On top of event driven emails, you could probably include a shopping cart message in your newsletter, too. There are a lot of variants for you to choose from.
Consumers like to rank. They like it when they are given opportunities to rave or rant about a certain product or service. You can use ranking or star review dynamic content to figure out what the right products are.
The time when email marketing was considered a static messaging channel is long gone. Everybody now knows how they can be used dynamically. The only question is, how dynamic is your plan?
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