The concept of dynamic messaging is not a new one in marketing. The print and media marketing channels have been using it for a very long time. However, the approach of tailoring content for visitors to a website based on previous behaviour or purchases is a much more recent approach. Dynamic messaging in email marketing provides us with the opportunity to capitalise on these methods increasing relevance and impacting on the success of your email campaigns.
What is dynamic messaging?
The terminology varies but it is usually referred to as “dynamic” or “adaptive” content. Dynamic messaging encompass all aspects of a website, advert, or email content that is adjusted automatically based on the profile, areas of interest or past behaviour/purchases of an individual. It enables an experience that’s tailored specifically for that unique visitor or reader at that exact moment.
How does dynamic messaging work
To ensure the effectiveness of this method, relevancy is vital. Research indicate that targeted and relevant marketing leads to better results. In some instances, relevant emails drive 18X more revenue than mass broadcast emails (Jupiter Research) and leads nurtured with targeted content produce 20% uplift in sales value (Annuitas Group).
To achieve relevancy, you need reliable data. This needs to be more than just simple demographic and contact information. Most organisations produce a large amount of relevant insight and information, but may not have the infrastructure needed to be able to put it to good use. It is essential that data fuels the technology along with business rules that allow for the right content to be displayed to the right person at the right time.
Dynamic messaging marketing strategies
With definitions clarified, it’s time to look at how to implement this approach. The essence of dynamic messaging is to communicate with a purpose and intent that leads to a better experience for your customers and prospects. When planning the marketing strategy to include this approach, you will need to start with asking how this will impact on your content requirement and how to handle the increased amount of content required.
By considering past behaviour and purchases you can capture and use this insight in the content creation and by doing so you are provided with a chance to continuously show new things rather than displaying content that your target audience may have previously seen.
Consider the buyers journey
By considering where a person is in their individual decision-making process, you are able to share the information that supports their decision at that precise moment, whether it be information gathering, price comparison or being ready to buy. The impact from a content production perspective would be the development of the relevant collateral needed in the various stages of the buyer’s journey.
Fast-track the process where appropriate
For the people that have already begun their journey, make it easy for them to gather additional information or speed through the process by not putting obstacles in their way. Let them register once, access everything but track their behaviour (within the limits of legal compliance of course) and learn from their behaviour.
Adapt to different key profile attributes
Most companies have a client base that span different industries, types of decision maker as well as different service requirements. It is vital to understand the key profile attributes of these industries and audiences to allow you to base dynamic messaging on the things that really make it relevant to the recipient.
It is also important to consider the value of the opportunity or indeed the customer to help guide the level of sophistication and dynamic messaging you wish to invest in.
In conclusion, the essence of dynamic messaging is to leverage all the insights of your customers, partners and prospects interests, preferences and behaviour, and then use this to communicate more efficiently with them.
Used correctly, this method of marketing may lead to an increase in marketing spend but the rewards are there for the taking because by doing so you could increase your sales exponentially.