How to Use Dynamic Content to Increase User Engagement

Sparky
Feb. 14, 2018 by Sparky

*Today’s guest post comes from our partners at Ongage! Read on to learn how dynamic content increases user engagement and reduces conversion times.

Standing out in the Digital Crowd

Today, companies compete in the digital market space for consumer attention. One of the best ways to improve added value and enhance the customer experience is by tailoring campaigns to best fit customers’ personal preferences by incorporating parameters such as location, past engagement, behavior and more.

By providing potential customers with the precise information they are looking for, companies are able to shorten the time it takes to drive conversion from engagement and strengthen the customer’s connection to the brand for future purposes. This not only strengthens a brand’s position in the competitive marketplace, but it improves the brand loyalty customers have.

For email marketers looking to improve their position in the digital crowd, dynamic content integration is the most versatile way to personalize campaigns, improve the customer journey and increase campaign effectiveness.

What is Dynamic Content?

Dynamic content is content (web, ad, email, etc.) that is provided to an end user based on their personal preferences, past behavior, demographic, or firmographic data.

Beyond offering enhanced personalization and helping companies stand out digitally, integration of dynamic content reduces sales friction along the customer lifecycle, shortening conversion time and improving ROI.

Through integration of dynamic content from already collected information within a company’s database, campaign managers can improve their micro-segmentation capabilities and hyper-target potential clients with precise and curated content that is more likely to drive conversion.

For example, ecommerce sites can enhance campaign effectiveness by providing individuals who abandon their cart with a customized email campaign that takes the customer’s unique style, past shopping behavior and last viewed items into consideration. Travel sites, on the other hand, can tailor special offers based on a customer’s desired travel dates, locations and even accommodation preferences.

By providing customers with the information they want about the products or services they want, email marketing managers are able to have a stronger impact on the next steps in the customer journey their client undertakes, reducing friction, improving experience and increasing the possibility of conversion.

The impact dynamic content and micro-segmentation have on the effectiveness of campaigns is a critical part of the sales journey and one companies cannot forego.

By integrating dynamic content into email marketing campaigns, specifically in such competitive and preference-based industries as travel, retail, or career, companies are able to improve segmentation capabilities, increasing the chances of conversion, and strengthening the effectiveness of email marketing campaigns overall.

“In today’s competitive digital space, companies have to do everything they can to connect to their customers quickly and deeply, and in the email marketing space, no other tool gets as powerful results as dynamic content integration. That is why we are confident that our advanced dynamic content functionality, alongside micro-segmentation capabilities, will bring positive value to SparkPost SMTP customers.” – Danny Tal, SVP Ongage

If you’re interested in learning more about how Ongage and SparkPost can help you leverage your content servers and integrate dynamic content into your campaigns, you can try them both out together in our exclusive offer.

-Sharon Beilis
Head of Marketing, Ongage

 

sharon ongage headshot

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