Send the same newsletter to your entire list, but the recipients will receive a customized version that matches their preferences in eMailPlatform.
It may sound complicated, but that is not the case at all. It is easy to set up and work with it on a daily basis.
Dynamic content is a content that changes according to the individual recipient. Instead of creating segments and sending many different campaigns, dynamic content can replace parts of the newsletter more intelligently.
If you prefer to create completely different newsletters for the different groups, the feature Segments should be used instead of dynamic content.
In the example to the right, the content will change dynamically according to the field Gender.
The recipients with the value “Man” will have the content shown in the block.
The block is at the same time standard, and it will therefore also be sent to recipients without value in the field Gender.
Relevant Content is an intelligent superstructure that uses big data and scoring to sort the content. You can read more about Relevant Content here.
Change the seller depending on the recipientA classic scenario for many of our B2B customers is the need for a more personal dialogue with the recipients. Many companies have different vendors or key account managers to handle different customers. By transferring the seller relationship to eMailPlatform, the system can automatically insert the correct contact with, for example, image and direct contact information into the sent campaigns. You can decide for yourself how much of the campaign should come from the dynamic content. Let us stay in the example from before. If there is not a seller preference on a contact, the dynamic block that is made as a default will be sent to that contact. It can be, for example, for the sales manager or directly to the company. The dynamic blocks can also be inserted after, for example, postal code, where a range from 6000-7000 can be assigned to seller 1 and 7000-7500 to seller 2 and so on. Only your company’s data sets the limit. Targeting can also be based on the recipients’ past behaviour. In relation to the behaviour of the current campaign, a Trigger campaign can follow up – and also alert sellers about active customers.
The content of a block can be updated automatically
By letting the content in one or more blocks be updated via our API (for example, blocks of store’s addresses and opening hours, from a large manager system or finance system) many manual processes can be avoided.
Numerous customers within the retail segment use the API function for this very purpose, and by doing so, they always have updated information in all campaigns.
Combining External Content with the Dynamic Content
Another solution model is to allow External Content feed the content of the dynamic blocks. Therefore, a product feed from your webshop can completely automatically update the content of future campaigns, while the dynamic block provides the targeting for each group of recipients.
If the features are used in combination, then we suggest that the standard block defaults to an External feed that contains a wide range of products or other content.
A little more technical explanationDynamic blocks are a kind of “either or” feature, which is in English called IF THEN ELSE added a possibility for standard content. The feature is explained below. A dynamic tag, which can contain many content elements, is first created. Each content element is bound to an expression, such as the field Gender=Man and other element to Gender=Woman. It creates tag, let us call it %%yourcompany-gender%% and it can be inserted where you want it to be in a campaign, a web form or automated campaigns. We have made it very easy to use tags in eMailPlatform Builder, our drag-and-drop editor, where a block can be dragged in and automatically work as a placeholder for dynamic content. When sending the campaign, the system will match each point individually with the recipients. Men and women will receive their content content targeted to their gender.
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