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Resolution 5: Give Dynamic Content a Try

Using dynamic content to generate email campaigns isn't a new idea – the concept has been around over ten years. Still, less than 20 percent of email marketers are using this method to build their emails while another 65 percent are using the profiling and segmenting methods described above.

If you are already segmenting your lists, why not take your campaigns to the next level in 2009 by using dynamic content instead? It's not as much work as you might think and the benefits are well worth it. And, even though it takes some extra planning and designing on the front end, it can end up saving you a lot of time in the long run.

Dynamic content is also known as dynamic message assembly. To create a campaign, you design different pieces of content and graphics and assign business rules to each piece to match subscribers' profiles. To deploy the message, you simply use a single template with the defined business rules and the system automatically generates each version of the message. It saves you the time it takes to generate several versions of your message while greatly increasing the number of versions that can be created. Instead of segmenting your list into two groups and sending each group a different version of the message, dynamic content will assemble as many different versions of the message as needed. Each subscriber receives the content and graphics that are most relevant to his or her needs.

Listrak published several documents on dynamic content, including a case study. Additionally, you can watch our webinar on demand with Lawrence and Schiller that shows you how to assemble messages dynamically. The webinar, entitled "Using Holiday Data and Analytics Effectively throughout the Year," gives you the foundation and proficiency you need before tackling dynamic content campaigns that are more advanced and complex.