Personalise with Dynamic Content
What is Dynamic content?
Dynamic content is a concept that allows you to include certain parts of your message for some contacts but not for others, based on specific criteria. Your content is dynamic because you create the same message and it automatically changes per contact person who receives the message.
In the Email Builder, you can determine for each structure which recipient(s) will see that part of your email in their mailbox. This way, you can send messages to your contacts that contain only relevant information, based on their contact details, attributes, click behavior, and interests.
Personalizing a message based on click behavior is particularly interesting. It allows you to personalize a message for a specific contact based on their interaction with messages you sent them in previous campaigns. If a contact person clicked on a link in a previous campaign, you can track this behavior and add an interest to the contact. You can then use that information to show him or her more content related to the same topic, product, or service in your next message.
How does dynamic content work in Flexmail?
You use the data that you already have about a contact to decide whether to show him or her a specific part of your content or not.
The principle of dynamic content is that you need to determine the conditions and the result. In Flexmail, you have various options for this.
One option is to get started yourself and establish the conditions based on if/then statements. You can find more practical information in this article.
If you use the Email Builder, it becomes even easier. In the Segment style settings panel on the right, you can find the visibility section for each structure. In that section, you can specify which segment (or segments) can see that specific structure (and thus article).
Through the message preview, you can then get an idea of what your email will look like for your specific target groups.
For example, think of showing:
- different banners for specific target groups (a dog or cat banner in the case of a pet store)
- articles about promotions only shown to residents of a specific municipality
- articles about specific HR news only shown to a specific department in your company
- …
You choose for each structure which segment(s) this information applies to. The only thing you need to keep in mind is that you have predefined the correct target groups in your segments in advance.