• General 0844 586 0001
  • Support 0844 5877 360
  • Login
Latest Blogs:

How to integrate email and social media

5 ways to personalise your website to improve the customer experience

Lessons from ABTA’s Travel Marketing Conference 2022

Bye-bye FLoC, Hello Topics

5 things marketers can learn from the Super Bowl

How to use email marketing to supercharge your event engagement

5 Marketing Frameworks to help you succeed

16 trailblazing female email marketers speak up for International Women’s Day 2022

5 Useful Replenishment Email Marketing Examples

Mother’s Day Email Marketing Campaigns and Best Practices for 2022

MENU
Pure360
  • Product
        • Platform

        • Integrate
        • Analyse
        • Personalise
        • Deliver
        • Features

        • Email Marketing
        • Website Personalisation
        • Marketing Automation
        • Email Personalisation
        • Consultancy

        • Maturity Model
        • Strategic Planning
        • Customer Success
        • Why Pure360
        • Our latest case study

          The Rivervale team improved their email marketing results by 40% with Pure360

          Read more
  • Industry Solutions
        • Ecommerce
        • Travel & Hospitality
        • Retail & Fashion
        • Health & Beauty
        • Insurance
        • Publishing
        • Our latest case study

          The Rivervale team improved their email marketing results by 40% with Pure360

          Read more
  • Services
    • Customer Success Team
    • Managed Services
    • Creative Services
    • Abandonment Recovery
    • Single Customer View
  • Resources
    • Blog
    • Guides
    • Webinars
    • Events
    • Case Studies
    • COVID-19 Strategies
  • Pricing
  • About
    • About Pure360
    • Meet the Team
    • Careers
    • Pure360 and GDPR
    • Contact Us
    • Customer Success
    • Support
  • Book a Demo

💪 How strong is your email game? Find out how to stack up against your industry peers by taking the Pure360 Bench Test

8 examples of dynamic content that improve the customer experience and boost conversions

Published May 28, 2020 8 mins read

A common objective for marketers is to increase conversions whilst ensuring the customer gets the best experience. As well as having an intelligent data led marketing communications strategy there are many other tools in the marketing armoury that can help deliver the customer a relevant and useful experience of your brand.  The use of dynamic content is one of them.

Dynamic content is web or email content that changes dependent on the behaviour, preferences or demographics of the customer. When the customer experience is relevant to the individual we start to see increases in conversion rates.

Countdown timers

Countdown timers are perfect for creating urgency around a specific date. This may be a countdown to an event, the start or end of a sale. Countdown timers can even be personalised to the individual and can be used on the website and or within a triggered emails.

Lipsy Countdown Timer

Product recommendations

Product recommendations are not just a nice to have. They generate traffic, increase order value and boost sales.

  • Timely recommendations – Product recommendations allow marketers to put the right products in front of the right people at the right time.
  • Personalised shopping experiences – Every shopper can get a completely personal experience as soon as they land on your site
  • Improved customer journeys – Leaving the customer journey to chance is not recommended. Showing consumers complementary or alternative items can encourage the consumer to explore further
  • Increase basket value – Items that complete the look or products that complement the product in the basket.

The best thing about product recommendations is the more the consumer engages with product recommendations, the more you will learn about them.

BrandAlley product recommendations

Coupons or Vouchers

Everyone loves a bargain and consumers love offers, in fact discounts and offers are one of the biggest engaging reasons why consumers sign up to newsletters (DMA Consumer Email Tracker 2020). Although we do not recommend you discount continuously, a personalised offer for that particularly individual allows you to drive sales from previously lapsed customers or sell excess stock. Dynamic vouchers/coupons can show “expired” if it is now out of date.

Live social media feeds

For many brands, social communities play a huge part in the business strategy whether that is by creating tribes through social channels or inviting user generated content both of which make the consumer feel they are part of something bigger than just buying products from you. Tapping into live streams from your Instagram or pinterest can create an extra dimension on your website that complements the rest of the content that sits on pages.

 

Dynamic banners

It’s not just products that can be tailored to the consumer, you can personalise sections of your website that speak directly to the individual tailored to a range of factors including their lifecycle stage or what content they were browsing the last time they visited the site.

 

Web crops

For publishers or brands that want to ensure they are always showing the most up to date content in their emails, web crops are a perfect solution. They take away the need to create manual campaigns whilst consumers always see the latest news whenever and wherever they open the email.

Live pricing & availability

If you are a travel brand, airline or any business where pricing or availability fluctuates on a regular basis sending emails that show accurate information can be particularly tricky. By leveraging real time external data feeds you could dynamically serve the most recent pricing or stock levels.

Live viewing updates example

Weather based content

The British weather changes often, having emails prepared for all eventualities is not realistic, but sending a bank holiday email with BBQ ideas when the weather turns wet and windy could be not only embarrassing but won’t convert! Displaying content on based on live weather information for the consumer’s geolocation can supercharge campaigns and set you email apart from the competition!

weather-personalisation

 

Meet the author

Komal Helyer

VP Marketing

Business Email & Social Email Automation Email Campaign Ideas Email Strategy Personalisation & Targeting Retail Technology Travel Travel and leisure

We're here to help...

Find out how we can help you achieve your marketing objectives. Come chat with our team of consultants

Talk to Us

More articles

Intelligent Time Sending Email Marketing

Komal Helyer 19/07/21

What is Intelligent Time Sending for email marketing?

What is the best time to send an email? It’s one of the most common questions we get asked. And…

Read more

Komal Helyer 16/04/21

6 ways to use personalisation to increase Travel bookings

The travel industry has had a tough year. But there is a light at the end of the tunnel. And…

Read more

Komal Helyer 06/04/21

9 Benefits of SMS Marketing in 2021

The pandemic has significantly boosted the uptake of SMS marketing. With a 20% growth reported as early as April 2020….

Read more
More blog posts

Become a better marketer

With our free learning resource! Sign up now for access to the UK's best strategy advice, industry innovations, best practice and tons of actionable insights. #betterstartshere

Product

  • Integrate
  • Analyse
  • Personalise
  • Deliver

Industries

  • Ecommerce
  • Retail and Fashion
  • Travel and Hospitality
  • Health and Beauty

Services

  • Customer Success Team
  • Managed Services
  • Creative Services

Resources

  • All
  • Blog
  • Case Studies
  • Guides
  • Webinars

About

  • Why Pure360
  • About Pure360
  • Spotler Group
  • Careers
  • Customer Success
  • Support
  • Twitter
  • Facebook
  • LinkedIn
Copyright 2022 · Cookie Policy · Privacy Policy · Licence Agreement