The power of email marketing remains one of the most vital elements of any marketing strategy due to the levels of user engagement and potential for conversions it can bring. Your email campaigns need to stand out from the crowd in the busy inboxes of your potential customers, smart content will also for much higher personality across your emails to bring higher engagement with the conversions to follow.
What is Smart Content?
Smart content is a key part of marketing that can be applied across email marketing campaigns but also across your website making your products and services appear much more tailored to your prospective audience. Your content can be modified to better fit the behaviour, demographic profile, and preferences of the users of your website and the performance of your email campaigns.
Why Use Smart Content in Your Email Campaigns?
1. Increased engagement
Making your emails more personalised will increase your open rates but also click-through rates. As stated by Campaign Monitor, emails that have personalised subject lines have a 26% better chance of being opened by the user. It is vital to consider that not only the subject line but also the email boy should be personalised to serve an increased possibility of conversion.
2. Improved conversion rate
To achieve improved conversion rates for your email marketing campaigns the content topic and points raised must resonate with their pain points and their need for your product or services. Incorporating personalised emails will drive action from the user regardless of what stage they are at in the buyer journey.
3. Enhanced customer experience
The relationships that you build with your customers must be constantly nurtured by providing them with relevant information, showing that you are aware of their preferences and behaviour patterns when they engage with your business.
Implementing Smart Content in Your Email Campaigns
1. Audience segmentation
The first step that needs to be taken to carry out smart content successfully is the segmentation of both your existing customers but also prospective leads that are being nurtured. Your contacts should be split based on their demographics, purchasing habits, and levels of engagement that they have had with your business.
2. Behavioral data
Use the data from tools such as Google Analytics, Hotjar, and Google Search Console to help make informed decisions and understand the habits of your users, from your website but also the performance of your email campaigns regarding the open and click-through rates.
3. Dynamic content
Incorporate new dynamic content modules across your email campaigns that will bring personalisation to the content based on unique user data. An example of this would be revealing certain products or services based on historical purchase data or perhaps an event that is location-specific to the user.
4. Personalised recommendations
There are algorithms in place that can help provide personalised recommendations that you can action across your email campaigns. These recommendations will identify the purchase patterns and increase the chance of repeat purchases from existing customers.
5. Test results
It is crucial that any changes you make to your email campaigns you continue to run A/B testing to strengthen their performance as something that works for one audience may not work for another.
The incorporation of smart campaigns into your email marketing campaigns will positively impact your marketing strategy. The content you choose to deliver to your segmented audiences will see an uplift in engagement but also conversions towards your products or services.