Did you know that you have less than 8 seconds to capture the attention of your subscriber? Of course, you did! Now, keeping their attention after 8 seconds, that’s the power of content, journey optimisation, relevance and personalisation. In this month’s blog series, our team ‘pops the hood’ and explores how to achieve email marketing excellence from the anatomy of a good email to advanced tactics like dynamic content and behavioural email marketing.

Personalisation using dynamic content

21.6% of respondents in a Litmus survey rated Personalisation as the second biggest trend in email marketing for 2017. That comes as no big surprise in a cluttered, noisy space such as one’s inbox.

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Dynamic content allows us to personalise emails by segmenting and displaying different HTML content based on the data collected from subscribers in order to serve them content related to their location, online activity and other trackable interests – even down to the weather in their city. Pair this with behavioural email marketing and you’re on to something special.

Behavioural email marketing

In short, this means automatically triggering an email to a user based on predefined actions on your website such as filling in a form, downloading a document or using a chatbot. Behavioural email marketing is highly personalised and, if done correctly, reduces the amount of segmentation needed since it’s driven by the user and not by the strategist.

Optimising your templates

Just when you have optimised your responsive template for various mobile devices and browsers, out come the smartwatches and other wearable email displays, ruining your clever design and witty subject lines. If you’re short on time or design resources to customise email templates, Litmus offers tried and tested modern templates that completely free to use.

Optimising the unsubscribe journey

Offering a timeout or “vacation unsubscribe” option could help you retain your subscriber without filling up their inbox while they’re away. It’s all about giving them the opportunity to manage their preferences, while making it easy to simply unsubscribe. Don’t forget about optimising this journey and reviewing your email frequency.

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