5 Dynamic Content tactics that allow marketers to execute personalisation

Personalisation can be more than simply using a first name in an email.

What if we told you that you can take your personalisation to the next level (and then some)?

That you can automatically populate emails and landing pages with the information that is most relevant, up-to-date, and entirely unique to the individual?

Sounds good, right?

The secret to this advanced personalisation is dynamic content. And in this blog post, we will take you through 5 dynamic content tactics that will allow you to execute personalisation like never before.

Dynamic banners

Let’s begin with one of the first things your consumers notice when they visit your website or open your email. The banner image.

Banner images are your first opportunity to grab attention and ensure the consumer will engage with the rest of your page and email. Nowadays, consumers expect high-quality photography and edgy designs. But brands can wow them even more by personalising these banners to the individual consumer.

With dynamic content, brands can use past purchase and behavioural data to showcase to each consumer what is most likely to pique their interest.

This could be something as simple as “Welcome back, Steve!” for returning customers. But brands can get more advanced by showcasing the products, categories, and brands that each consumer is most likely to engage with.

Product recommendations

One of our favourite uses of dynamic content is to offer product recommendations that are personalised to the individual.

One size fits all doesn’t cut it when it comes to product recommendations. Consumers expect to be marketed items based on their own wants and needs. Meaning that irrelevant recommendations, no matter how great the offer or promotion, will often be ignored.

With the use of consumer purchase and behavioural data, brands can use dynamic content to recommend the exact items to meet an individual’s preferences.

For instance, brands can use dynamic content at the point of check out to promote add on items specific to what they are buying.

Or, if a visitor has browsed a range but has yet to make a purchase, brands can send a follow-up email dynamically populated with similar items they may have missed.

Pricing and availability

Nothing is more frustrating for a customer than receiving an offer or promotion for their favourite item, just to realise it has sold out, or they’ve missed the deal.

Dynamic content can be utilised on product pages and within emails to showcase real-time pricing and availability. With no need for manual updates.

This enables marketers to send out highly personalised product promotion campaigns, or showcase the most relevant products to their customers, without letting them down.

Location-based

It’s surprising how much a consumer’s location can affect the marketing they want to see.

Fortunately, brands can utilise a consumer’s geolocation to identify where in the world they are and personalise their communications accordingly.

This could include anything from weather updates, clothing or items to suit the season, national holiday celebrations, and even currency and language.

For example, travel brands can include dynamic weather forecasts in their emails to customers who are soon to be going on holiday.

Or clothes brands can run a spontaneous campaign for summer wear when a heatwave is predicted.

The options are endless and gives marketers the opportunity to get really creative.

Coupons and vouchers

Everyone loves a bargain. But markets can further improve their promotions by personalising the coupons and vouchers that they send out.

Regular coupons and vouchers have one main issue, their timing isn’t specific to each individual. Meaning that it’s easy for new customers to miss out on promotions. Or to get excited about a voucher, just to realise it’s expired.

Dynamic content enables marketers to send out coupons and vouchers that are specific to the individual. This means that each recipient has their own expiry date and time limit, dependent on when they signed up or made an action that triggered the coupon.

And even better, if the recipient doesn’t take advantage of the coupon or voucher in time, they will see ‘coupon expired’ text. Rather than having to go through the entire purchase process, just to realise the coupon has expired at the point of check out.

Are you new to dynamic content?

Or maybe you want to become more sophisticated with your personalisation tactics?

At Pure360, we are big fans of dynamic content and the benefits it brings to consumers, and businesses.

Get in touch with our team of personalisation experts to find out more.