We know content is king. You know content is king. But not all content is created equal. Keeping with the royal theme, if static content is queen, what is the king?
Meet dynamic content. Dynamic content is smart and offers a personalized website experience. Dynamic content is website or email content that changes based on the viewer and certain information we have about that viewer. Most often we see this on retail websites where a sidebar pops up saying, “You may be interested in these similar products,” or perhaps an email from a clothing store will only display certain locations that are near the viewer.
Photo credit: Amazon
Why is this type of content useful? Online visitors have come to expect a tailored experience and receive answers to questions they may not have even asked yet. It’s our job to show them the rooms or packages they’re most likely to be interested in booking. It’s our job to customize their emails so they get what they want out of it instead of a general email blast. It’s our job to ensure certain landing pages are designed with them in mind. And we can do this in three ways.
Studies have shown that email personalization can improve click-through rates by 14% and conversation rates by 10% (The Aberdeen Group). So, we already know that personalization helps your email marketing, but take it a step further with dynamic content where the email content is personalized to the viewer, based on gender, location, previous purchases, etc. This provides the viewer with a more relevant campaign which means they’ll be more likely to convert.
With some email marketing platforms and tools you don’t have to create multiple campaigns to achieve a personalized experience for your subscribers. RezCampaigns for example allows you to choose certain subscriber lists for specific sections of your website. For example, you could show new flights from Denver to your nearest airport and only have that section show for guests that are in the greater Denver area.
Photo Credit: Campaign Monitor
This guide to dynamic content email marketing is a great place to get ideas for different targeting options or ways to use dynamic content in your campaigns.
Like the example we used earlier in this post, Amazon, dynamic content on a website can vastly improve conversion rates through recognizing an online visitor’s previous behavior and providing them the relevant content they want immediately. Remember, dynamic content is essentially showing the right content to the right person at the right time.
But how do we do that? You’ll need a subscriber database that stores information about your online visitor. This information could include:
- Demographics: Industry, email address, gender, location, etc.
- Past behavior: Actions taken on the website or click-throughs from email campaigns
- Previous purchases
- Psychographics: Interests
This database then feeds your content generator to show certain content blocks based on rules you create.
Say, for example a customer is looking at your romance packages every so often and not finding what they want. You could create dynamic content so when they land on your site they’re presented with information about your newest romance package and a discount.
You can also create personas of your customers to keep the experience a bit more generalized but still more personalized than a generic website experience. Or, you could take a note from Amazon and use smart recommendations. You know a certain guest booked two of your adventure packages, make sure they know about all of your packages available.