 In today’s bustling world, where everyone expects quick, accurate results from a plethora of options, it’s becoming harder and harder to reach customers. Email marketing is no stranger to this hectic lifestyle where every detail counts. One area that should definitely be considered is the choice between using dynamic content or static content. Both have their own specific application so let’s take a look at these two options and when to use them.
Plain Jane Static Content
Static content may seem a little plain and unimpressive but it definitely has its good points and proper uses. Using plain, static content is highly recommended when you’re not really trying too hard to grab the recipient’s attention or you’re not requesting too much action back. Static content is a lot less work, which is a huge bonus, and is commonly used for the following applications:
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Reminders
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Confirmations
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Notifications
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Robust Eye-Catching Dynamics
To have dynamic content means to customize your email and personalize it to each recipient. This has been a growing trend across all marketing streams - you can customize anything from clothes and cell phone plans to laptops and cars; the list goes on. Dynamic-content-filled emails are typically used when you want to grab the readers’ attention and usually include a “call to action”. Good examples of these are:
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Promotions
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Transactional Emails
Why Use Dynamic Content?
The answer is simple: it is attention-grabbing and is personally relevant to the customer. I once worked on strictly dynamic-content-filled emails for a home loan company and the results would have tanked if we chose to use statics. For example, which of the two emails below look more appealing?
1) Hello, we reviewed your account and you are approved to refinance your home using your home equity line of credit. You can also use your home equity to pay for upgrades, bills etc. Please call one of our offices for more information.
2) Hello Marc, we reviewed your account and you are approved to refinance your home at a rate of 2% using your home equity of $576,321. You can also use your home equity to pay for upgrades, bills etc. Please call your local San Jose office on 2nd Street at 408.888.8888 for more information.
Although the point is still received with the first generic email message it doesn’t quite grab your attention the same way. The second email is definitely more appealing and will create a lot more buzz which leads to more business and more profits. People like to receive offers and information that either fit their needs or fit their interests; it’s less work and research for them.
Please take both of these options into consideration when creating your next email marketing campaign and ensure you pick the right one for each individual job.
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