What are Dynamic emails: Opportunities and Threats?

Who could believe that regular mailouts would be so effective with dynamic email content in any industry market nowadays?

It has given a new breath into the creation of marketing campaigns opening up a whole new world of possibilities for content engagement.

We send more than 2 billion emails for personal and business purposes every day. Personalized email is one of the most popular lead-generation tactics in marketing as far as it is one of the most trusted online information sources among users.

Dynamic email content helps to boost engagement with recipients as far as they receive relevant content according to their preferences. Today, many users are ready to share personal data with any company in exchange for a highly personalized content experience.

Would Dynamic email marketing help your business win the race for the recipients inbox? Evidently, it brings benefits for marketers who properly set it up, thus it will be for you!

What is Dynamic email content?

Dynamic email content works as a personalized part of email marketing campaigns that change based on behavioral data, and demographic information you have about your subscribers. Usually, companies collect data about customers through marketing automation systems, mobile apps, websites, social media, emails, call centers, etc.

Models of Dynamic content in emails

Variable substitution

It represents interchangeable fields in the email template where the personal customer data (users name, location) are registered. This sets a certain level of email personalization, but quite minimal.

Content insertion

It sets a much deeper level of personalization. In other words, you can switch out sections of content blocks, phrases, paragraphs, and images, or even create emails in multiple languages.

Using dynamic content in your emails may help your mailouts to win the competition for brand loyalty, increase click-through rates as it brings relevant product recommendations to the recipients.

Types of Dynamic Email messages

• Time-sensitive emails 

cause a sense of timeliness and relevance of the message rather than a sense of spam. Typically is used with a countdown timer and a call-to-action to prompt the customer to purchase.

• Abandoned survey emails 

are used if the customer has put the product in the basket but did not complete the purchase. This type of e-mail motivates the subscriber to back to the website and complete the purchase.

• Language-based emails 

set a deep level of user’s engagement. You can send emails that will be customized for each customer depending on their browser language, or the information about the preferred language.

How does dynamic email work in Pharma?

Pharma industry chooses email messages as a leading means of communication. HCPs prefer to communicate via email because they consider it the most convenient way to be aware of the latest industry news; great opportunity for a follow-up to a rep meeting.

Email is always ready to be read and clicked on at any time.

60% of physicians read emails primarily on their smartphones.

That’s why email dynamic content is adaptive enough to play a significant role in engagement marketability.

Dynamic content also saves time and costs for the production of rep-triggered email campaigns, empowering other channels of communication. In this case, they work together with other channels (eDetailing, remote detailing) providing a deep personalization between sales representatives and sales HCPs.

Moreover, the implementation of dynamic email content could make their lives easier, save time, allowing them to fill out surveys, order samples, or co-pay cards right in the email body. However, surely, the main value of dynamic email content is in the deployment of newsletters campaigns considering its interactive nature of it.

What are the benefits of Dynamic content in email?

• Provocation to Act

Previously, to take some action in your email, you had to follow a link, open a new tab and then switch to another web page. Dynamic email content has transformed our conception of opportunities for interacting with HTML email.

Dynamic email allows adding many interactive elements like a carousel, accordion, buy buttons, and other components, turning it into a dynamic experience for the user. Now, subscribers can respond to invitations, polls, pages through catalogs, basket goods, leave comments, or perform many other actions right in the email body. This allows utilizing the user’s time and avoiding unnecessary jumping between pages.

• Bit of Personal Touch

Personalization is an important Pharma Digital Marketing Technique. A successful email campaign makes every customer feel exceptional. Just entering the username in the dynamic email template and considering it personalized is like swimming in shallow water these days.

Using Dynamic email allows marketers to personalize their mailouts more effectively. Interactive email allows creating accurate user profiles receiving data about their preferences, collecting customer feedback.

Sometimes customers unsubscribes from emails due to content that’s no longer relevant. All type of content inside emails is updatable (e.g, dates of the events, images, blocks, prices, and many more) to always provide subscribers with fresh and relevant information to ignite interest in your product recommendations.

• Be Ahead of the Game

Today you have a chance to be one step ahead of the competitors using dynamic email as far as it is still a relatively new thing in the market, it will take a little time before this technology will be widely deployed.

Moreover, the automated process of dynamic email content creation develops an intimate understanding of their audience and, as a result, higher ROI and brand loyalty. So, while your competitors are still into plastic communication, you can enjoy a vibrant online presence with AMP!

The Possible Risks of Dynamic Emails

Although it seems this technology should not have any flaws, there is no sun without a shadow. However, Google claims to be in the process of solving this problem, for now, we’ll just leave it here.

•  Unlikeliness to Increase Your Site Traffic

One of the obvious drawbacks of dynamic content technology is the unlikeliness to increase your site traffic. The thing is that dynamic content has a Google URL and is located on Google servers. But then again, this is more likely a temporary problem, since Google is already working on a solution to this problem, and a smart publisher always has a backup plan.

• Unreliable Analytics

Unfortunately, dynamic content does not set the standard for quality analytics. You will not have much data to work with to improve your visitor’s experience. You will receive just basic metrics like visitors and engagement.

• It’s a Complex Thing

Development of dynamic content email may turn into a quite challenging task from a technical point of view. Your specialists will have to learn many new skills. For example, an extra study of HTML and CSS to create effects and functionality, learning of the dynamic content coding specification as well as markup language.

This type of email message has its own unique well-documented media tags, unique relevant content, and layout. We invite you to entrust the creation of dynamic email to our team of Email Marketing Experts, since they have an answer to any of these problems.

Dynamic content + eWizard = Perfect Email Marketing Alliance

To add dynamic content to your email templates you do not have to invent a new technology from scratch. The tool is already in your hands.

Here, at Viseven, we are very happy that even today, with eWizard at hand, marketers engaged in email campaigns can:

• save tons of time and budget resources on your mailing campaign by endlessly reusing pre-approved master templates;
• create a new unique email in no time by placing ready-made content modules (footer, text with image, graph, etc.);
• publish email to Veeva Vault automatically, review, approve, then export and distribute to Salesforce Marketing Cloud.

You can use dynamic content inside eWizard email templates that empower a variety of ways to create interactive personalized emails.

We invite you to contact our team of Experts, get a free eWizard demo and explore the creation of dynamic email!