Any marketer knows the impact personalized email marketing can have on revenue generation. Customers appreciate marketing materials designed specifically around them and their interests. One way this personalized content is made possible is through a critical part of email marketing: dynamic content creation.
While dynamic content creation is not difficult, doing it correctly can be complicated. It involves multiple steps and processes that must work together to produce an effective result. Today, we will explore the key steps in the dynamic content creation process and why they are important.
What Does Dynamic Content Look Like?
- An email reminding customers of forgotten items in their shopping cart, encouraging them to return and complete the purchase. Some businesses may include a discount code or other incentive to return.
- An alert that a product the customer has previously added to their wish list is on sale (or the sale is ending soon).
- A message suggesting products related to something the customer has previously purchased. For instance, a customer who just bought a grill might get an email suggesting particular tools or accessories used for outdoor cooking.
Dynamic Content Creation: An Overview
A birds-eye view of dynamic content creation involves these steps:
- Creative brief: The process of creating dynamic content starts with a request from a marketer identifying the target audience and the content they want to deliver to that audience. This information is typically documented in a brief, which provides draft content for each recipient.
- Content creation: The next step is for copywriters and designers to build the content based on the brief. They create content relevant to each target audience and ensure it meets the brief’s goals.
- Coding and data management: Once the content has been created, it is handed over to the production team. They configure the marketing systems with content, configure the rules for use, and ensure it works with the data to achieve the desired results. This step is critical and requires close attention to detail to ensure all instructions are followed correctly.
- Testing and quality assurance: Before sending the email, it must be tested to ensure it works as expected. This includes checking for technical issues and ensuring the email meets quality standards.
- Previews and feedback: The email must be proofed by the requestor and legal team to ensure that the final product meets all legal and compliance requirements. Previews must be made available to non-technical stakeholders with the power of approval, even if they may not have a technical background.
Understanding Dynamic Content Creation
Dynamic content creation is a complex and multi-step process that requires collaboration and communication between multiple teams. But when done correctly, it’s also far from difficult. By following these key steps and ensuring that everyone involved is informed and educated on their responsibilities, you can create dynamic content that delivers the results you want for your email marketing campaigns.