One of the pillars of marketing is relationship building. At the end of the day, marketers are 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. On average personalized messaging generates six times the transaction rates as standard messaging. In SharpSpring, dynamic content and personas allow you to better personalize content. This article will provide information on using personas and dynamic content.
The following user roles can create and send emails:
- Marketing Managers
- Personalizing Subject Lines
- Utilizing Unique Imagery
- Dynamic Call-to-Action Content
- Ready to Learn More?
Personalizing Subject Lines
You only get one chance to make a first impression. 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.
Consider the times that you received an email, read the subject line, and then immediately moved on. This dismissal is an indicator of content being misaligned with an audience. If you are seeing limited or underperforming results with open rates or click-through rates in your current email campaigns, try using with dynamic content and adding personalized subject lines based on individual personas.
On average, emails with personalized subject lines have a 30% greater open rate than emails with a generic subject line.
Utilizing Unique Imagery
As a marketer, it is imperative to do your best to ensure the content resonates with the audience. This is especially true for the first image that is shown within the email. 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 can go a long way.
Consider the following: A clothing company specializing in athletic wear sends an email to their primary 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 wintry climate of the image, this can be a contributor to an open-and-close scenario for the email. By adding an alternative image for these tropical leads, engagement with the content can increase.
Dynamic Call-to-Action Content
Getting someone to do anything can be difficult. It is 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, marketers must get into prospects' heads to build a vision of what they think they want.
Part of the reason to focus on the language of a call to action is that this is the event that takes a lead where you want them to go, or otherwise has the lead complete a specific action of your choosing. They are being called to complete an action. If your call-to-action does not speak to the target audience—or does not speak to the persona you are messaging—then you are losing out on the opportunity to progress a lead through your sale and marketing funnel.