Marketers love email. They love it because email has proven itself to be a dependable driver of ROI. Reports from eMarketer have put email’s ROI at 122% or higher.

So if email marketing is already such an effective channel, why should retail marketers change how they’re doing it? Is it really worth investing in the time and tools it takes to create dynamic email content? The data says yes.

  • 77% of online shoppers say they’re more likely to buy from a retailer when its emails are personalized

  • 42% of consumers prefer emails that contain product recommendations based on browsing behavior or past orders, and emails with predictive product recommendations see a 41% increase in unique clicks

  • 78% of CMOs think that custom content is the future of marketing


What can marketers do to make their emails more dynamic?

There are many tactics marketers can use to incorporate dynamic content into their email campaigns — some tried and true, some cutting edge. “Simply put, dynamic content is HTML within your email that changes based on the end user,” according to Email on Acid.

Here are the three basic tenets of creating dynamic email content:


Email Personalization

When Adage asked marketers to prioritize one capability that will be most important to marketing in the future, 33% answered personalization.

However, one study found that as many as 59% of marketers still fail to personalize their email content. This could result in lost business for these companies, since 52% of consumers are likely to switch brands if a company does not personalize communications to them.

If your brand is not already personalizing its email content, you’re missing out on opportunities for direct 1-to-1 marketing journeys with engaged members of your audience.

Whether you’re suffering from data overload, an unclear strategy, or so-so buy-in from executives at the top, when it comes to email personalization, it doesn’t pay to wait. Your customers certainly won’t.


List Segmentation

Effective list segmentation can lead to a higher open rate, more click-throughs, and better engagement across your entire body of email subscribers.

According to the DMA, segmented and targeted emails generate 58% of all email revenue. Even so, many brands struggle to optimize their list segmentation strategies to get the most of their email marketing — and customer relationships. 

Chances are, you’re already segmenting your lists by gender, geography, and other demographic data. If so, it might be time to take your segmentation strategy to the next level.

Check out these tips for taking your list segmentation from paltry to pro.


Interactive Content

Last year, Litmus asked marketers to complete this sentence: “2017 will be the year of [blank].” The top answer was “interactive emails” at just over 27%.

If the data crunching behind personalization and segmentation sounds a little stuffy to you, then interactive content is your light at the end of the tunnel. With more email providers supporting interactive formats all the time, the potential for creativity is enormous. Interactive content can run the gamut from gifs and animations to real-time countdowns and web-like experiences.

Beyond being fun to imagine, design, and build, this type of content has serious potential for your bottom line. By bringing more interactivity straight to your customer’s front step, you remove many barriers to engagement.

In fact, the ability to incorporate navigation, carousels, product galleries, and shopping carts right into an email has some marketing leaders deeming the “mailable microsite” as the future of the inbox.

Like the shifting nature of retail marketing itself, the forces behind dynamic email content are always marching forward. Refining your personalization, segmentation, and interactive content strategies will keep you on top of your game and ahead of the curve. See these tactics in action with “Hot Marketing Trends: Five Killer Examples of Real-Time, Dynamic Email Campaigns.”