Dynamic content makes emailing easy. It means you can send tailored emails to your contacts without needing to create 101 different emails.
By making emails dynamic, you can choose which images and content to substitute in, depending on the recipient.
For example, let’s say you have a food-related business and you’re sending out a ‘recipe of the week’ email. Using data you already have on your contacts, you can use dynamic content based on whether your contacts are meat-eaters, vegetarians or vegans.
Of course, in order to get it right, you need to have a wealth of data on your contacts and it needs to be kept up-to-date. You will need to encourage contacts to input or update their details on a regular basis.
You can do this through emails, e-commerce checkout processes and forms for content downloads.
Additionally, create dynamic emails using behavioural data. For example, use dynamic content for customer behaviour on your website, such as purchases made and webpages visited.