4. Reward Campaigns
Another way to cross-sell using dynamic content is to email your subscribers some type of reward or free offer to thank them for being loyal customers. It can be based on the length of time they have been receiving your email messages, the number of times they have forwarded your message to encourage friends and colleagues to sign up, the number of purchases or conversions they have made, or the amount they have purchased from your online store.
Again, it is helpful to have your email marketing software integrated with CRM and Google Analytics to capture this data, but the results from a customized reward based on contact response will be much more valuable to your audience than a generic discount code that is the same for everyone across the board.
This method combines the simple segmentation, the engagement campaign, and the cross-selling techniques as you must know your subscribers’ preferences and purchase history. You may then send targeted rewards based on the interaction you have had with each contact on an individual basis.
5. Customer Support Campaigns
Not all dynamic content campaigns need to be sales related. For example, if you need to schedule server maintenance that will affect different customers at different times, you may use dynamic content to send out an email announcing the down time, maintenance required, and benefits that each customer should expect. And because you are using email marketing to communicate this message, you will be able to track which customers received and read your message and which ones did not so you may follow up with a phone call if needed. This is an easy way to announce important, customer-specific information to your entire customer base.
You may even take it further and use dynamic content to respond to customer support inquiries. This is a different type of email campaign as it is used in response to a customer question instead of as a way to engage customers, but the emails are set up in the same way.
For example, if your company has recently added a new product line and customers frequently email your support desk asking how the new line compares to the previous one, you can set up a dynamic content email campaign to auto-respond in real time. The email could include the contact’s name, a comparison of the specific products, differentiators, features and benefits, cost, and the name and contact information for the appropriate salesperson or support staff member if the customer has additional questions.
You may use dynamic content to write responses for a number of frequently asked questions so customer inquiries are automatically answered by your email system first. Many times this will provide the customers with the information they require, and it will save your company time and money as your customer support staff can focus on more in-depth inquires instead of spending time answering simple questions.
Help with Dynamic Content
Dynamic content is more labor-intensive on the front end but the results are well worth it. If you are interested in learning more about how dynamic content can increase your conversion rates and profitability, or if need help creating templates, content blocks, and contact profiling, Listrak is here to help. We offer a dedicated professional services team that will work with you to develop successful email campaigns on your budget and within your time frame. Visit www.listrak.com to learn more.
