Email has the highest ROI of any marketing channel currently available (Venture Beat, December 2015). However, you have to make your email work for you. Dynamic messaging or one-on-one messaging involves creating personalized content based on customer preferences that speaks more loudly to each recipient. Studies have shown that an email with a personalized subject line is 26% more likely to be opened than one without.
What do you need to customize your email campaigns?
Delivering a dynamic message requires an email/marketing platform capable of customization. You need to find a platform that at least allows you to customize:
- The From name – can you change the default from name so that your emails come from the person your subscriber deals with in your company?
- Subject line – can you insert personalized information, like the subscribers name, into the subject line?
- Preheader text– can you control what subscribers see in the ‘preheader’ area of their inbox?
- Content (custom fields) – can you customize what offers are shown to subscribers based on what you know about them?
Customization also relies on a robust database that allows you to gather more than just the email address when it comes to potential leads and/or customers. You need a platform that allows you to segment your email lists based on the type of data you have gathered. Regionally, by age, or gender are some simple examples.
Advanced Customization Ideas
It is also good to look for a platform that allows for variable substitutions. Fields are placed in the message template where content can be automatically substituted and personalized for each recipient based on their unique attributes. This can be used for personalized salutations or to refer to specific past purchases or interactions with your company.
Content Insertion is another version of this where entire sections of the content (phrases and paragraphs) can be changed based on the recipient profile you have built in your data.
Conditional Blocks are another type of custom code that can be placed in a template. Time sensitive special offers are a good example of this.
Customization is a must for businesses today. The old strategy of batch-and-blast is no longer working. It may take some time and effort to get it right, but the results are worth it.