One of the pillars of marketing is relationship building. At the end of the day, we're trying to establish a relationship with leads as individuals, regardless of where they are at in their personal buyer's journey. Dynamic emails help with this relationship building, as on average personalized messaging generates 6x higher transaction rates.
If you are not sure where to get started with dynamic emails, let's review a few easy ways to leverage the personas we have created to easily personalize messaging based on the recipient.
- Personalize your Subject Lines. Have you ever received an email, read the subject line, and then immediately moved on? Usually that's an indicator of content being misaligned with an audience. We only get one chance to make a first impression, and in the context of emails this means having a compelling subject line that captivates the interest of the recipient and drives the open to click engagement. If you are seeing less than stellar results with open rates or click-through rates in your current email campaigns, try starting simple with dynamic content and adding personalized subject lines based on persona. On average, emails with personalized subject lines have a 30% greater open rate than emails with a generic subject line.
- Include Unique Imagery. This is especially true for the first image that is shown within the email, as we want to do our best to ensure the content resonates with our audience. For example: a B2C clothing company specializing in athletic wear sends an email to their house list in January with no dynamic content. The primary image in the email includes a few friends snowboarding down a mountain in the company's athletic wear. For the majority of their list - this image very well may work effectively. However, for the prospective leads in Florida, Arizona, or any other climate that does not match the climate of the image, this can be a contributor to an "open-and-close" scenario for the email. By simply adding an alternative image for these "tropical" leads, we can increase engagement with the content. With nearly 75% of online customers expressing frustration when companies present content that has nothing to do with their interests, a small effort of personalization here can go a long way.
- Dynamic Calls to Action (CTAs). Getting someone to do anything can be difficult. It's one of the reasons marketing is so important in today's consumer environment, individuals want to have full control and autonomy in their purchase decisions. To a degree, we need to be like Leonardo Dicaprio in the film Inception and get into our prospect's heads to build a vision of what "they think they want". Part of the reason to heavily focus on the language of our call to action is that this is the event that takes a lead where we want them to go, or has them complete a specific action of our choosing. They are being called to an action, it's that simple. If our CTA does not speak to the audience we are targeting, and more specifically, does not speak to the persona we are messaging, then we are losing out on the opportunity to progress a lead through our sale and marketing funnel.
The recommendations above provide a starting point, but the level of personalization we can support with dynamic content in SharpSpring is nearly limitless. Once you have perfected your dynamic emails, try supplementing with a dynamic landing page to continue the personalized web experience after the lead clicks.