Taking Email Personalization to the Next Level with Dynamic Content
21 Jan 2016
Most marketers know that personalized communication improves email marketing performance. Yet developing targeted email campaigns can quickly become complicated, limiting just how much life sciences marketers end up personalizing their email campaigns. To address this issue, we’ve added “dynamic content” to our multi-channel marketing platform, Nexxus Marketing.
The beauty of dynamic content is that marketers no longer need to create a separate email communication for every customer segment. Dynamic content enables life sciences marketers to set up and send just one email, which is rendered in numerous different ways depending upon the rules the marketer has specified.
Consider, for example, a life sciences company that’s introducing a new diabetes drug. Perhaps the company wants to alter the image and the call to action based on three age segments—under 35, 36 to 55, or over 55. With basic personalization, marketers would be required to create three different emails. And if they wanted to further customize these emails based on other variables such as income, gender, and geographical location, one can see how the process could quickly become cumbersome.
With dynamic content, marketers can achieve very sophisticated personalization all from the same template. Dynamic content uses advanced logic to sift through the customer database and sort each contact by the data and rules that the marketer sets up, delivering the right email to the right person, with the right message. And in situations where marketers don’t have detailed customer information, dynamic content enables them to send a default email created for broad appeal.
Not only does dynamic content make it more efficient to personalize email campaigns, but it frees up marketers to make maximum use of the data they’ve collected on each customer, turning this information into highly customized email communications.
Why does a high degree of personalization matter? Numerous studies have found that personalized email campaigns improve the customer response. For example, one study by Aberdeen Group concluded that personalized emails improve click through rates by 14 percent, and conversion rates by 10 percent. Another study by Constant Contact revealed that sending more personalized email campaigns can increase open rates by up to 150 percent.
These results mirror the experience of our own customers. For example, one of our health insurance clients wanted to encourage participation in its wellness program and initially sent the same message via direct mail to all of its members. When the insurer revamped its program by developing a sophisticated model for segmenting and targeting its customers, participation in its wellness program increased tenfold from 0.5 percent to 5 percent, while response rates roughly doubled from 10-21 percent to 25-33 percent.
With dynamic content, life sciences marketers will be able to obtain even more sophisticated personalization, strengthening their relationships and their results. To learn more, contact us at firstname.lastname@example.org.