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Avari Blog

Email’s Dynamic Content Revolution

[fa icon="calendar"] Jun 23, 2018 / by Sandy Hathaway

Email's Dynamic Content Revolution

What would you do to get a 26 percent higher open rate and 6x higher transaction rate on your marketing emails? Dynamic content, particularly when used with email marketing, continues to pave the way for better responses and higher return-on-investment (ROI) across the board. As consumer demand for personalization increases, email providers worldwide are racing to provide their clients with more and better dynamic content solutions.

What is dynamic content? Dynamic content enables businesses to send highly targeted email campaigns to their subscribers by showing different content for different recipients. Think of it as creating several versions of a campaign (anywhere from two to millions), but bundling them together into one.

There are many different types of dynamic content in email, running the gamut from old school (yet still effective) first name personalization to cutting-edge customization with predictive, intelligent content recommendations. All of these methods have their own pros and cons, but one thing is clear — the more relevant the email content the better.

The reason why it’s better is because it’s what today’s consumers want. They demand customization because they want to be catered to directly. They don’t have a lot of time to waste with irrelevant content. And when consumers get the experience they desire, they are more responsive to what you have to offer.

Businesses and marketers have taken notice, and they are competing to offer more relevant experiences in email campaigns. Consequently, demand for email platforms with a great dynamic content technology offering is on the rise, as supported by recent waves on the acquisition side. Additionally, email platforms such as Emma, Inc. and Campaign Monitor have released dynamic content enhancements this year, with a clear common focus on greater ease of use.

Why ease of use? Because dynamic content is not new, but it hasn’t gotten a lot of use in the past. Historically, the effort required to make dynamic content run in email was quite burdensome. Only those who knew how to code could set it up. For companies who don’t have the skills to do that in house, their email program must be set up and run by agency. Therefore, the cost of using dynamic content has been a big hurdle for many marketers, despite the proven benefits.

Today, however, things have changed dramatically. Not only have some platforms launched new built-in solutions, but AVARI is available as an add-on solution. Any email marketing system can be upgraded with predictive, intelligent content and real-time embedded social feeds using AVARI. Furthermore, it’s so easy you’ll be up and running in hours, rather than weeks or months. Now that's truly revolutionary.


Topics: Email Personalization, Dynamic Content

Sandy Hathaway

Written by Sandy Hathaway

As CMO of AVARI, I create conversations around the exciting new frontiers that all CMOs must now adventure into or be left behind: the use of data science, machine learning and behavioral insights to optimize and personalize B2B and B2C experiences.

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