Dynamic Email Campaigns
EOE can help you go beyond simple email marketing and build you a dynamic newsletter that changes content based on data you have for each customer/subscriber in your database. Dynamic Data is where the rubber meets the road with email marketing. Imagine this; sending an email newsletter to a list of 500 or even 100,000 subscribers and each subscriber, based on data they've provided, receives a newsletter targeted specifically to them. Our system can swap out a graphic, text, or chunk of HTML code based on data your subscribers gave you. Allow us to detail dynamic data projects we've worked with in the past (below). This will get you thinking about your own potential uses for dynamic data campaigns. The use of "recipient", "subscriber", "visitors", "client", and "customer" essentially mean the same thing for purposes of describing these projects.
Project 1: Dynamic placement of sales representative info and photo.
We've done a few of these projects but the most notable was a while back for a software company. They wanted a section on the left of their email newsletter where the sales representative for the recipient's State would be placed based on what was in the subscriber's location details. They already had the State field in their database populated for every customer, or subscriber, so the next step was simply setting up rules for the dynamic action. The info included name, address, phone, email, and photo of the sales rep. It was easier to run this as a dynamic rule since we could simply insert a chunk of HTML that would had the representative's profile. You're dealing with much less data and it's easier to change content in one place instead of doing a global replace. And in this case, they chose not to sync all the data in their proprietary in-house database with their account database.
Project 2: Music, film, and entertainment focused businesses.
These types of newsletters are maybe the most fun for us. In the music and film world, perhaps the "genre" classification is a little too limiting but from a dynamic data perspective it gives you a range to search, and target your subscribers, from. If you do a monthly newsletter covering music products from vinyl records to MP3s or memorabilia to accessories, saving your subscribers' preferences and likes can help you display items they are more likely to buy. The same idea can work for film, TV, or even viral videos. You can insert any image, link, text content, or selection of HTML into your newsletter so sci-fi fans receive a different themed newsletter than romance fans do.
Project 3: Food, wine, and beer focused businesses.
We've helped with some fun projects for these types of businesses. We've assisted boutique wine shops, craft beer shops, and international food stores with methods to encourage their subscribers to provide more preferences and with that their newsletters can better target their audience. This isn't like Facebook grabbing details from your profile. Customers, visitors to your shop, or subscribers to your opinions about wine, beer, or food are on your list for a reason...and as a fellow subscriber of food newsletters myself I know that when I offer up details to my local shop they will use it to target me more specifically. However, often, that information is not used to its full potential and the emails I receive don't target what I like but rather everything they sell. This is why dynamic data is perfect for businesses that have clear categories to choose from. For example, someone who exclusively likes red wine doesn't want a newsletter focused more on white.