Hello everyone, my name is Dominic Wilson and I am a Technical Campaigns Consultant at Profusion. I’m here to talk about dynamic content in emails, it is something that we often get asked about and so I am going to do a quick, top level introduction into dynamic email content templates, what it is exactly, why you would use it and some of the considerations are if you want to use it in your email template.
When we talk about dynamic content in emails, we’re using specific rule sets to integrate the customers data profile and adapt the content of the template accordingly. Its not basic personalisation in the customer’s name, its defined rule sets to say look at the customers data and find different content accordingly.
A good example of using dynamic content in email came up recently where we were sending emails to tradesmen but specifically if a recipient was an electrician, we would provide them with a voucher that they could use. So essentially we’re sending the same email template to everybody but at point of send, the system was looking at the data profile of the customer and if they were marked as an electrician, then it would put in an extra block of content that included the voucher for them to use. Everybody else wouldn’t see the voucher.
That’s a good use where you’re just sending one email template but sending multiple variants that’s divided up by the customer’s data profile.
So, what are the benefits of using dynamic content in emails? It means that you are delivering multiple email variants through just one email HTML build and that will obviously decrease the amount of development time, your QA time and if it’s a template that’s being used as part of an ongoing automation then ongoing maintenance will be quicker as well.
The second benefit is that its all about personalising and targeting content to specific customers. So your customer’s going to get a much better experience because your providing information that has been matched to their particular data profile. This means that they will be much more inclined to engage with your template on that basis.
Some considerations if you want to use dynamic content in your email templates are that first of all you will need a service provider that supports it most of the large ESPs such as SalesForce, Adobe and Oracle will support it. For some of the smaller ones you might need to check with your vendor to see if that’s going to be possible.
You’ll also need to know exactly how to apply the dynamic content into you templates they may have specific Syntax or use Java script coding for example to put the dynamic content in there so you will need to look into that and make sure you have a good understanding of how that is going to work for your developers.
As well, you’re going to need good data hygiene, so in the example I used earlier, we needed to have the profession of the recipients against the customer’s data, so if you’ve got missing data you can put rules in that say by default setting. But really if you want to be putting in dynamic content based on very specific criteria, then you’re going to need to have that data against your customer’s. It should be as up to date as possible and be as clean as possible in terms of data hygiene.
So that concluded a very brief overview of dynamic content in email templates, if you would like to find out more or comment about my ridiculous lockdown hair please use the contact details below. We will be releasing more videos shortly, so watch this space!
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