Use Email to Start Conversations that Lead to Conversions

Think about the different conversations you have with people you’ve just met, friends you’ve known forever, people older than you, and people younger than you. Your company’s email list might include people that fall into each of those 4 categories. Do you keep track of the differences between your customers and leads and think about these when you craft your email content? Personalized emails deliver 6 times more revenue and transaction rates than non-personalized emails (Experian).

In the world of email marketing, there are powerful tools available to give us endless possibilities when it comes to email personalization. One option available with these tools is the concept of dynamic content. Dynamic email content gives us the ability to send one email to your audience, and create a completely customized experience for each recipient based on the information you’re collecting about them. It’s the ultimate personalization tactic and can help drive more clicks, conversions and revenue for your business than ever before.

Here are a couple of examples of different ways that you can segment your audience to deliver them the right email message.

And if your email list doesn’t keep track of these details today, start gathering this data now, by building these questions in to customer surveys, website forms or at checkout, to empower your email marketing in the future.


Segment by Gender


One of the easiest examples to use when talking about dynamic content is that of a retailer who wants to send different content to men and women. In one email, show an image and call-to-action (CTA) that promotes women’s clothes to your female subscribers and an image and CTA that promotes men’s clothes to your male subscribers.


Segment by Location



Another great example of using dynamic content is if you’re a franchise that has multiple locations. Say you own a car parts franchise with one location per state. You can send subscribers in Tennessee directions to the Nashville location and subscribers in Texas directions to the Austin location, all from the same email.


Segment by Persona



You can also base dynamic content on the information you’ve already collected about your contacts. For example, a music school might capture which instruments their subscribers play. So when they send an invitation to their summer programs, drummers will see an image of someone playing the drums, keyboardists will see someone playing keyboards, singers a singer, etc.


Clicks and conversions increase due to subscribers receiving more relevant content. Personalization can be as simple as including the first name of your contact in the body of the email or showing different pictures and CTAs specific to each persona. It can also get much more specific by making sure that customers don’t see offers or products that they have already bought or downloaded. 82% of consumers admitted they would buy more items via emails that had better personalization – and said that if they were more relevant, more emails could be sent to them each week (Harris Poll and Listrak Survey). If your looking to use email marketing to start conversations that lead to conversions, consider using dynamic content in your next campaign.


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