CRO and the Dynamic Content Factor

One of Conversion Rate Optimization’s main drivers is personalization of the marketing experience, and one way to accomplish this is through the use of dynamic content which changes based on the prospect’s behavior. Interestingly, according to a study conducted by VentureBeat, email has the highest ROI of any marketing channel available; however, if marketers aren’t sending campaigns relevant to prospects, there’s very little chance they are going to click-through to a website and make a purchase.

What is Personalization…and Why Should Marketers Care?

Let’s take the email format as an example – personalization, in this case, can be described as the act of targeting an email campaign to a specific subscriber by leveraging the information you have on them. Personalizing email campaigns is a proven way to increase open and click-through rates; as a matter of fact, studies have shown that emails with personalized subject lines are 26-percent more likely to be opened as compared to those without. This is because, as you might have guessed, personalized emails are more relevant to subscribers – indeed, instead of receiving a campaign boasting garden variety, one-size-fits-all-esque messaging, subscribers receive an email that’s targeted directly at them and which includes offers (promotions, sales, etc.) that are relevant to their individual interests.

Almost every part of an email marketing campaign can be personalized, and this encompasses:

  • The ‘From’ Name
  • The Subject Line
  • The Email Content
  • The Email Copy
  • The Imagery

How Does Dynamic Content Fit In?

If you are a marketer looking to get really serious with personalization, you can also dynamically change whole sections of content within your email to render the entire campaign more relevant and appealing to subscribers. This can be as simple an approach as showing men’s clothing to male subscribers and women’s clothing to female subscribers – in fact, legendary outfitter Adidas does exactly this in its email campaigns for its Original Series: By dynamically switching the products being promoted based on a subscriber’s gender, the company ensures each prospect sees the most relevant and appealing products specifically for them while being enticed to click-through and make a purchase.
The next time you are creating a marketing campaign for a client, be sure to use personalization tags in emails as well as dynamic content to add a splash of personalization to your efforts…you and your client will be rewarded with soaring open and click-through rates.
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