Email Marketing Best Practices:
Creating Relevant Email Campaigns with Dynamic Content
or a company’s email marketing strategy to succeed,
marketers must continually update and enhance their
best practices in order to keep up with new technology,
subscriber demands, and the competitive landscape.
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that they already have implemented.
Doing so will enhance
their email campaigns while keeping costs at a minimum.
Such a case exists for dynamic content.
For some companies,
using dynamic content to increase the relevancy and person-
alization levels of their email campaigns is new.
dynamic content has been used in the past, but to a limited
Listrak, a leading provider of email marketing solutions, has
put together the following white paper to help marketers
learn new ways of using dynamic content to drive the rel-
evancy of their email marketing campaigns.
This, in turn, will
build stronger customer relationships and encourage higher
Collecting the Right Data
Dynamic content, also known as dynamic message assem-
bly, is a complex mail-merge technique.
It relies on a single
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ness applications to create highly personalized and relevant
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behavior, demographics, and personalities.
Instead of send-
ing one all-inclusive message to every subscriber, dynamic
content allows you to construct multiple versions of highly-
targeted, specialized messages that speak to each subscriber
However, because it is template-based and the
content is created once, stored, and reused as needed, these
messages can be created with little effort.
The collection and management of subscriber data is critical
to the success of dynamic campaigns.
The following attri-
butes should be collected in your subscriber database:
Dynamic campaigns depend on the level of detail
you have on each subscriber.
Chances are you already know
some of the preferences of your subscribers, such as HTML or
plain text format preference or frequency preference, as this
information is easily obtained through a survey.
opportunity exists to collect even more preferences.
For example, you can track the offers that each subscriber
Some subscribers take advantage of emails
offering free shipping while others prefer to receive a dis-
Some like to receive the offer in the form of a
special coupon code while others prefer to have the discount
automatically applied during the check out process.
want to be able to order the product online while others prefer