Delivering personalized content improves your relationship with subscribers by providing them with relevant and targeted information. Your subscribers will see the real value of tailored information and respond with higher open and click rates. So how do you send relevant content when you have a large, diverse list of subscribers with different interests and behaviors? You can use dynamic content blocks to send a single email with content as unique as your subscribers.
Dynamic content blocks can contain any content such as images, text, or links, that you would like to use in the message content. Just insert a dynamic content rule into your message and each subscriber who matches that rule will receive personalized content in their email. Dynamic content will help you leverage data like demographic information, purchase history, website browse activity, email interactions, and even your CRM data.
The first step towards sending personalized content is to get to know your subscriber’s specific interests. You may feel like organizing subscribers into meaningful groups will take a lot of time and energy. However, here are some tips to help you get started with data that you already have.
Once you have categorized your subscribers into meaningful segments, it’s time to develop personalized content. Perhaps you want to send a newsletter to everyone with the same main article, but then have the other articles dynamically show regional specific events. You can also set up a default piece of content to go to subscribers who aren’t currently in any of your groups. Be creative and have fun testing out different content that’s tailored to subscriber interests.
It’s time to build a strong relationship with your subscribers by sending them meaningful, tailored content. This will not only help improve your interaction rates, but also make subscribers look forward to receiving your email. We call that a win-win proposition.