If you are creating a Nurturing or Awareness campaign for your company, let me tell you, it will give you a lot of headaches. Doing a Nurturing campaign requires multiple marketing assets such as emails, landing pages, documents, images, and videos. All of these assets can be used in various types of marketing campaigns, whether via traditional media or Digital Marketing techniques. Hence the title of this blog, we will be focusing on creating emails as it requires a lot of time and effort especially if you need to do it from scratch. Emails put a heavy emphasis on your campaign as this could be your first step to reach people directly to know more about your products and services. If your campaign has more than 30 emails to run within the year, the first thing you have to remember is that each email presents an opportunity for your company to get new customers and retain the existing ones.
If you are reading this article, you are either planning on creating multiple emails on a single campaign or you are in the process of starting your first nurturing campaign but don’t know where to start. In this article, I’ll try to simplify the process of doing Dynamic Content on your emails and where you can apply it effectively through some useful tips. Let’s begin!
How to deal with Personalized Email?
A personalized email based on the user’s attributes and preferences can be quite challenging. If you’re into email marketing, you might already be familiar with these types of challenges but if you are just starting out on creating a campaign, good for you, this post might help you a lot. As your audience builds over time, you will need to manage your marketing assets diversified and personalized.
Eloqua’s Dynamic Content (also known as adaptive content) is used to change the content in an email or website depending on a field value in the contact record of the person viewing it. This feature allows you to show different content to different website visitors or email recipients based on attributes and preferences. Let’s say you want to create 5 different-yet-similar emails to different groups, by the help of the Dynamic Content you can send 5 different versions on an email and place it in one sent email.
3 Useful Tips for Your Email Content:
1. Header and Footer
A good email structure must contain a header and footer. The components of the header and footer will be used for every email of your campaign. Basically, this part consists of your company’s email branding like the logo, social media channels, and legal entity. Using Dynamic Content can speed up the work process as you don’t need to do it from scratch you just have linked it to your email.
2. Contents and Links
When it comes to Content and Links, you may also use Dynamic Content to build your email content. This is useful for emails with additional content that you can use over time. For a more engaging email, you want to have a particular section of your email to link your users to learn more about your products, contact your support and subscribe to your company.
3. Downloadable Files
Lastly, Dynamic Content comes in handy on setting up downloadable files. Let’s say you have a 2-day event, each day has a different time and location with this the recipient should receive an email for a downloadable Calendar file for the chosen event date. The condition should be connected through user Form submissions and Custom Data Object. This step can also be applied to other conditions like different downloadable data files for different groups.
Bonus: Email Design Editor Banner
As of this writing, the 19B Responsive Email Design Editor does not allow you to place text and Call to action button over the image banner. But with the help of the Dynamic Content, you can create a customized email header and apply the Dynamic Content to your email layout.