Dear Reader, here are some things you should buy, because, well, we think you should like them.

What are we missing?

As marketers we sometimes focus too much on the big creative while failing to consider the technical execution and how it can impact the success of our campaigns. We rely on our big idea to generate conversation. But what if your audience doesn’t open your email? What if they never get to see your idea? Is this what they really want to see?

Personalised dynamic content can generate a 2.5x higher click through rate and make up to 6x more sales from your campaigns. Data driven content doesn’t just help you build a relationship with your customer – it is more profitable too.

So, what kind of dynamic content are we talking about?

1) Personalisation

We know you know your customer, but do they know that? Relevance is not just about big data. Start small. Show your user how much you know about them by talking to them and making a personal connection. Here’s how.

• Personalise your emails – all of them!

Grab the attention of your customer by telling them that you know who they are and that you appreciate their business. This person isn’t just a number in your database – they are a sale that you care about.

• Personalise your send name and stick with it. Relationships goes both ways, they need to get to know you too.

• Personalise your artwork style.

Especially important for those with witty copy – make sure you’re talking to your consumer in a way they appreciate and understand. Banting vs Low fat. Promotions on products they’ve purchased before. Talk to your customer about something they find important enough to spend their valuable time on.

*Important to note: Don’t target too much, too soon. Dynamic content isn’t just about giving people what they want at the moment. It is also about inspiring people to want more, to expand their tastes and therefore your sales.

2.) Get the right data on which to base your decision making

Applying all the above dynamic content tips are dependent on you having the right info and raw data available. So where do you get this data?

• Optimise your email subscription form

Ask and you shall receive. While some data are captured at check-out, most of the data you’ll collate on a customer’s behaviour will be from the customer themselves. Ask what you want to know in your email capture form right at the beginning of your relationship and regularly check that your database is up to date through questionnaires and by cleaning your database.

• Target the right customer, right from the start

How to grow and target new customers? Instead of sending out a generic email blast to a wide audience, decide on what customers you’re trying to reach and what data you’re looking for. Then target only those audiences through data rental – ensuring that any new leads generated from your campaign is the right customer you wish to reach.

Data rental can be extremely targeted, and by focusing on the quality of the lead and the complexity of the data fields upon subscription, you’ve basically collated all the data needed to generate relevant dynamic content to your database from the exact moment the customer subscribes.

So, bottom line…

Combine those gorgeous creatives with the technical knowhow and voila! More relevant content resulting in interested customers which leads to higher open rates and sales.