The Ultimate Session on Dynamic Content for More Personalized Emails

July 29, 2020eMarketer Tech Talk

Today’s Speakers

Rachel Boyles

Product Marketing Manager

Karin Holmgren

Sr. Manager Global

Marketing Operations

Whitney Rudeseal PeetDigital Marketing SpecialistCorrina CohenPlatform Developer

Where We’re Going Today

Dynamic Content

Best Practices

Marketers in the Wild

Panel Discussion

Q&A

Dynamic Content Best Practices Beginner - Intermediate - Advanced

How does it fit in with other termsDefining Dynamic Content

Personalization Segmentation Dynamic Content

Why Use the Power of Dynamic Content

44:1Email marketing ROI

with dynamic content

80%personalization improves their

marketing 26%increase in open rate

#1email design trend

for 2019

Merge tags: The simplest way to add dynamic contentDynamic Content for Beginners

Favorite Examples

1. Customer status2. Geolocation3. Past email interactions4. Past purchases from an online store5. Past purchases from a physical store6. Past interactions with your product or service7. Past interactions with your website8. Past interactions with your mobile app9. Third-party data about the subscriber10. Gender, race, ethnicity11. Previously expressed preferences12. Things the subscriber owns or regularly purchases13. …. and more!

Going beyond merge tagsDynamic Content for Experienced Users

Favorite Examples

Marketers combine their power with AI to create meaningful messagesDynamic Content for Advanced Users

+ +

Data AI Marketer Know-how

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AmazingCustomer Moments

Leverage AI to establish connections between users and send times.

Send at the right time for each individual subscriber.

Dynamic Content for Advanced Users

Data AI MarketerKnow-how

Engagement rates and send

times

Determines campaigns to

apply it to

Builds relationships between the user and the

send time

AI-Powered Send Time Optimization

Dynamic Content for Advanced Users AI-Powered Content Selection

Build a pool of content and the AI selects the right content for each individual subscriber.

Reimagine your content creation process.

Marketers in the Wild Caleres

Send Volume: 2.2B emails/yr Campaigns: New every weekLanguages: English and French People on Team: 3

● A portfolio of 12 fashion brands specializing in shoes and accessories.

● Primarily sell to US and Canada both D2C and through distributors with international resellers.

Stats Description

Today We Will

Favorite Email Campaign:

Promotions, abandonment, transactional, welcome/brand intro, birthday, anniversary, loyalty

Visits, Orders, Revenue, Units Sold, AOV, Conversion Rate tied to email source,Top Emails by Tracking Code, Performance by Email Type, Performance by Email Segment

Dynamic Content improves our ability to serve content or products that are relevant to our subscribers shopping affinity

Beginner Dynamic Content

Experienced Dynamic Content

Subject Line:

All Together Now #TodayWeWill |

Your $10 gift expires soon

Subject Line:

All Together Now #TodayWeWill

Advanced Dynamic Content

Marketers in the Wild Pitney Bowes

Send Volume: 117M emails/yr Campaigns: Move with marketLanguages: 10 People on Team: Super-users throughout the company

● Celebrating 100 years of Pitney Bowes ● Enabling global commerce by doing the right

thing, the right way. ● We are craftsmen of commerce.

Stats Description

All kinds! 2,000 unique emails sent last year.

Types of emails:

Customized rep email to introduce the new rep to a set of accounts

ROI, standard metrics, country-specific and industry specific-benchmarks

Dynamic content simplifies our output. Instead of creating 10 single deployments, we can take one data file, one template and send one deployment.

Basic Dynamic Content

Including a copyright date that updates for each automated send is easy.

Create reusable code snippets for your “fine print” footers and include this code.

If you need to change your fine print, you can do it in one place and all your emails will update.

Experienced Dynamic Content

Personalization isn’t always about the data -

Specialized sender profile

Addressed to first Name

Personal story & photo

Direct contact information

Advanced Dynamic Content

Areas of personalization:

Log in to your account button will pre-populate web portal when clicked

Last 4 digits of account numberTotal savings & spend is calculated

Class of send is visibly shown, with granular dollar data

Total missed savings calculated

Icons show positive results but one missed alert

Advanced Dynamic Content

Areas of personalization:

Preferred language is German

Shows the product owned by the client

Calculates current payment, new offer payment and discount

Shows account number and contract number for customers’ reference

Provides sales rep information

Panel DiscussionLet’s dive deeper into dynamic content

For someone at any stage, what advice would you give for working on their own dynamic content in their campaigns?

How do you prioritize and plan for new personalization requests that require data you’ve never used before?

When was a time dynamic content went wrong? What did you do? What did you learn?

Questions and AnswersAsk your dynamic content questions to the experts

Continue the JourneyDownload the e-book with all of the dynamic content details