Today’s marketing is personalized, that’s no secret. We’re constantly bombarded with ads targeted to us based on our internet browsing history—we’re looking at you Instagram and Facebook. And while this may have seemed a little creepy in the past, it has actually proved to be quite an effective way to connect with your consumers. In fact, 40% of customers say they’re more likely to click on and view something that’s been recommended based on information they’ve provided to a brand.1 And the good news is that amping up your personalization game doesn’t have to be as complicated as you may think.

Increased engagement, decreased time and cost

According to Harvard Business Review, sending personalized messages can deliver five to eight times the ROI on marketing spend and can lift sales by 10% or more.2 Another study found that these types of programs can also reduce marketing and sales costs by around 10 to 20%.3 If you’re finding yourself saying, “Yeah, that’s all well and great, but how do I do it?,” you’ve come to the right place.

Messages and modules and modular templates—oh my!

When it comes to delivering email relevance at scale, we put our trust in dynamic content and modular templates. 

Dynamic content is essentially content that changes based on your consumers’ browsing and purchasing habits along with any other data you may have access to. This can be a web-crop of a product or service coming from your business’s website, or you can build a content library with messages you want to send that are informed by your consumers’ preferences, interests, and/or needs. 

Modular templates are the vehicles with which these dynamic messages can be easily swapped in and out. Instead of having to create and develop many different emails, wasting precious time and resources, modular templates make it simple to automatically pull in any number of relevant modules by leveraging the data you’ve sourced. 

If you’re looking to send an email serving hotel offers, for example, you’d only have to develop one single email and through a combination of dynamic content and modular templates, you’d be able to swap out different properties based on your consumers’ preferences and/or locations. You could even take it one step further and swap out specific modules and content based on your consumers’ mindset. Are they ready to plan a trip or do they need a bit more inspiration first?

The DNA of dynamic content

Let’s get started

If all of this sounds a little daunting, you’re not alone. In one survey, 67% of participants said they didn’t have the resources or tools to execute personalization at scale, and an additional 41% had trouble finding the right solution partner.3 That’s where we can help. 

At ERGO, we’ve developed the technology to make sure “dynamic content” and “modular templates” don’t sound like scary marketing words. Instead, our Smart ContentTM Engine makes it impossibly simple to both create and deliver hyper-personalized emails at scale. 

Stay tuned for part two, where we’ll break down the importance of automated decision making and how you can use analytics to optimize future messaging, or contact us today to learn more about our Engine.

  1. Ads That Don’t Overstep
  2. How Marketers Can Personalize at Scale
  3. Personalizing the customer experience: Driving differentiation in retail