If you were asked to list your top three goals as a marketer, at least one of them would have to do something with increasing customer engagement.
It’s the foundation of marketing. Engaged audiences are more likely to browse your site, make purchases and come back again to make even more purchases. And if they really enjoy the experience, they may become a brand advocate by referring friends to your site.
However, if you fail to maintain a high level of customer engagement, it’s only a matter of time before everything else hits a downward spiral. Marketing goals, sales goals, company revenue—all of it.
That’s why dynamic content—which is a way to serve up personalized customer experiences — continues to be a solid strategy throughout 2018 and beyond. Instead of creating a static one-size-fits-all experience for your email messaging or landing pages, you can switch things up depending upon who is opening your email or clicking over to your site.
Take a look at these statistics to help you get motivated about implementing or honing your dynamic content strategy:
- Segmented campaigns increase email revenue by 760%. Campaign Monitor
- 82% of consumers said that they would likely purchase more items from a company if the emails that they received were more personalized. Internet Retailer
- Dynamic content can boost click-to-open rates by as much as 73%. Emma
This type of magic can happen for your company. If executed strategically and thoughtfully, dynamic content can help you achieve similar results. You’ll be able to deliver the right content to the right people at the right time.
Before diving into the tips that can help you boost conversions, consider how dynamic content is designed to help you reach your goals.
The experience of dynamic content
While Amazon and Netflix get plenty of recognition for modeling how dynamic content should work, many smaller companies are getting progressively fluid in delivering a personalized experience for each user.
As with Amazon, which serves up unique content (recommendations) based on the user’s browsing and shopping history, ApartmentList.com effectively tailors its content to users. It uses an engaging form to capture the users’ interests in neighborhoods, number of bedrooms, rental, features, and other relevant details.
All emails that follow are personalized based on those preferences. When apartment shopping is carefully designed to be highly relevant for the subscriber, the payoff is bound to be a higher engagement rate.
Warby Parker, the hip online eyeglasses company, also is known for delivering a highly personalized customer experience using dynamic content. Taking cues from a user’s browsing and shopping history, the company will send recommendations based on their preferred styles.
In each of these cases, the user will gradually come to trust the sender — even if some of the content is more general. With relevant content, your efforts to increase engagements are more likely to succeed.
To deliver this type of experience, you will need to leverage the integrations with your email marketing platform, including apps and platforms like lead generation forms, CRM and advanced data analytics that can provide insights like historical sales data.
If you’re using Delivra’s email marketing platform, explore the various options that can help you deliver a more personalized experience to your subscribers.
Now, for those 5 tips on how to boost conversion…
5 Dynamic Content Tips that Can Boost Conversion
When developing a strategy to engage subscribers, use the data you pulled and segmented for clues about the incentives and experiences that your audiences would respond to. Use the following tips for inspiration.
1. Tailor special promotions based on customer activity, region and maybe even the weather.
No matter how much of a niche your business or organization serves, you can find ways to personalize experiences. Use technology to gather data about each user’s behavior.
As with the Warby Parker example, most visitors to the site are likely optically challenged in some way. But, of course, the similarities end there. They will gravitate toward different styles of glasses.
Warby Parker uses their browsing history to deliver highly engaging relevant content—tailored to each individual.
Uniqlo uses this strategy to appeal to subscribers based on their browsing history. Based on a user’s activity, several styles are recommended with the line “Top Products Selected Just for You.”
And when the user goes to the site, the website is dynamically adjusted to primarily highlight women’s or men’s clothes — again, based on the user’s browsing history.
Emails also can be tailored based on regions. That means if you have customers across the nation, recipients living in Chicago may receive promotions about winter boots in December while those in Dallas may receive an entirely different promotion. Consider other ways to target your subscribers based on activity, industry and other factors.
2. Handle cart abandonment like a pro.
People definitely like to browse, move their favorite things into shopping carts and then forget about them. It’s a widespread phenomenon that’s particularly frustrating to online retailers.
According to a recent Bariallance study, the average cart abandonment rate had climbed to 78.65% in 2017 — up from 77.24% in 2016.
If you’re an online retailer, it’s enough to give you nightmares … nearly 80% of shoppers getting all the way to the finish line only to turn away. But you can effectively use dynamic content to convert some of that activity into sales.
Start by developing a series of messaging designed to lure browsers back to their carts. While it’s easy to send out a generic message along the lines of “Hey, didn’t you forget something?”, you could do so much better.
With dynamic content, you can insert photographs of the items left in the individual subscriber’s cart. It’s a nice visual cue, especially for items like furniture, clothing, sporting goods, electronics and compelling books.
As part of its abandoned cart campaign, CB2 encourages a subscriber to “Take Another Look: Don’t miss out on the great things you added to your cart.”
3. Adjust dynamic content based on the user’s journey.
When it comes to many B2B campaigns, prospects, and customers tend to be in widely varying stages of the marketing/sales funnel. And the more complex the software or solution, the more opportunities to individualize your messaging.
For instance, you can tailor the most prominent block of copy in your email for newcomers — giving them a fundamental overview of how your solution works and where to go for tutorials.
The same goes for subscribers who are more experienced with your software. Make sure you’re highlighting more advanced content in their targeted emails unless you want to risk losing their attention.
This approach can also apply to nonprofits or membership-based organizations. Create dynamic content that’s targeted to the subscriber’s history with you. It’s just as critical to keep long-time subscribers engaged as it is to develop a welcoming experience for your new subscribers.
Dynamic content is the key.
4. Create dynamic CTAs.
Even the smallest details deserve your attention for personalization. And a CTA represents a huge opportunity to make an impact, even though it may just consist of two to five words.
For example, telling someone who isn’t familiar with your membership benefits or your software to “Sign Up Now!” or “Buy Today!” may be a major turnoff. They may question, “Exactly, what am I buying or signing up for? I just got here.”
A more appropriate CTA in this case may be “Learn More.”
On the other hand, a subscriber who has downloaded several of your ebooks and watched a demo is primed to receive a CTA that says something like “Start Getting Results Now.”
Get creative. Analyze activity to find at least several ways you can segment your subscribers based on the different stages of their engagement with your brand.
5. Get really personal.
Some dynamic content can be tailored to be very specific to your individual subscribers. Birthdays are an obvious choice.
Wouldn’t it be nice to send one of your subscribers a nice birthday greeting along with a freebie or a discount on one of their favorite items?
Lifetime Fitness, a national fitness club, gives its members a complimentary service in recognition of their birthdays.
You can take it a step further. If someone has been on your subscriber list for a year, that’s a reason to celebrate. Send them a thank you note for being a part of your community. A discount or an upgrade can be ways to show your appreciation.
Enhance the customer experience
With a dynamic content strategy, you have the opportunity to develop more personalized experiences that can lead to more engagement — including more opens, more clicks, and more sales.
To find out how you can leverage Delivra’s user-friendly Conditional Content feature, contact us for a demo. We’ll show you how to gather data insights, optimize campaigns based on their performance, create dynamic content for emails, landing pages and banners, and segment subscribers.
In no time, you’ll be a pro at giving your subscribers a personalized, meaningful experience.