Dynamic content: personalised email marketing

Posted by: Alexandria Allsop


Personalisation is powerful. Not only this, it’s a necessity for businesses that want to gain a competitive edge.

Our recent articles have taken us from the gathering of customer data, to the testing and refining of information through segmentation. This week we look at personalisation through dynamic content, one of the most powerful ways to cater to the needs and interests of your subscribers.

What is dynamic content?

Dynamic campaigns contain sections that show varied subject matter to your data. The dynamic content in these sections can change to reflect pre-set conditions and tags that are defined during set up. At Jarrang we call these rulesets.

It’s truly tailored messaging – relevant, personalised content that adapts to every subscriber or segment in your database based on what you know about them.

Types of dynamic content

As with segmentation, dynamic content can be based on any information you collect about your subscribers. Your options really are limitless.

Popular types include:

  • Demographics: name, age, gender, location, birth date, education.
  • Firmographics: company name, number of employees, sector, turnover, product or service offering.
  • Past behaviour: products purchased, lead time, website use (time spent on page, clicks, viewed products).
  • Psychographics: personal interests, opinions and views, lifestyle and culture.

You can define rulesets using any information you gather, just be sure to keep your strategy in mind and consider what this will involve when collecting your data.

How it’s done

Chosen sections of your email will be able to show different different variations of your content. These variations are created as ‘snippets’, individual stories that slot into the dynamic sections of your campaign.

Each of these sections has certain criteria set, so when your email goes out to the masses, the content that meets the set criteria is included – specific to the individual recipient.

So for instance, if you are creating a campaign for a pet shop and your ruleset states that those in your database interested in cats will be shown a story about litter trays, and the dog lovers in your database will be shown a story on a new range of collars, when the campaign goes out, the relevant story will be sent to each subscriber. Simple.

You can set up as many rulesets as you like when preparing dynamic campaigns, but in the event that none of the criteria is met, or if there is any missing subscriber data, a fallback is used to ensure that every subscriber receives great content.

What are the benefits?

Dynamic content is becoming increasingly popular, with more and more businesses wising up to the fact that their customers expect more.

Whilst 80% of marketers state that dynamic personalisation is a priority (Adobe, DMA), 51% of British consumers say they are more likely to respond positively to content tailored to them (Webtrends).

Personalisation builds on the customer relationship, positively impacting their experience with your brand. By speaking directly to the customer with their interests in mind, you can not only increase engagement, but loyalty and revenue.

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