FEATURE TUTORIAL - DYNAMIC CONTENT (DYNAMIC MESSAGE ASSEMBLY)

Dynamic Content is the ability to create a single email template that delivers different, personalized, individualized emails to your customers based upon their demographic profile and preferences.

Benefits for Marketers:

• Increases productivity and frees up resources by reducing the time required to produce multiple messages.
• Builds loyalty and retention rates as customers look forward to more personalized communications instead of generic newsletters with information that may contain content not of interest to them.
• Increases revenue and leads by delivering highly relevant and personalized emails that increase the recipient’s likelihood of taking action.

Benefits for Customers:

• Customers receive special offers and notifications that are relevant to their specific interests and needs.
• Customers only receive the information they want.
• Customers can quickly find the information or products of interest to them.

How It Works:

You set up a basic email or email template that contains sections of content in which the variable content will reside (i.e. text, images, logos, etc.). These sections in the email include embedded “if/else” conditional statements that determine which content will be shown to each recipient.

You include detailed demographics enabled in your mailing list for things like location, age, job title, company size, gender, state, etc.

When the emails go out, the system looks at the profile of every email recipient and the content is shown according to their demographic values.

Ways You Can Use Dynamic Content:

Publishing/eNewsletters – Create multiple versions of an e-newsletter using a single email and integrating different content based upon the recipients’ demographics.

Customer Response Emails – Respond to customer inquiries in real time with “personalized” responses based upon the nature of the customer request, their profile and the appropriate response.

Lead Response Emails – Build an email response to a prospective customer based on their location, size of company, job title, purchase timeline, quality of lead, product or service of interest etc.

Ecommerce Promotions – Create a single ecommerce email that is dynamically generated with product information that is specific to a customer’s preferences, past purchase habits, demographics, and previous email actions – all using a single email with your EmailLabs enabled demographics.

Notification Emails – Notify customers of breaking news, product availability, scheduled service, etc. – using a single email but based on a user’s pre-selected preference or profile.

In the Dynamic Content we are building in this tutorial we will have content that is different for customers in specific states: For example, we will have specific content for people in the State of California, completely different content for people in the state of Minnesota and finally, another different block of content for everyone else whose profile shows their state is anything other than California or Minnesota.

Step 4: Name the Dynamic Content. This should describe what the content will contain and make it more easily recognizable when you view the list of the Dynamic Content in the Content Library. It must also be unique. We'll call ours "Customer By State". Click on Add Statement to continue.

Step 5: The page that opens up will be where you will design your Dynamic Content. The first step (Step 1: Statement Type) determines if you are creating an "IF" or an "ELSE" statement. You must first begin with an initial "IF" statement so that will be the only choice available in the drop down menu. Select "IF" from the drop down menu.

Step 6: The next section (Called "Step 2: Conditions") will decide what condition must exist for the email to show your Dynamic Content. You must first select a demographic from the drop down menu. The menu will only show those demographics that were already enabled in the mailing list you are currently using. If you do not see the demographic you wanted to use, it means you have not enabled it in the View Demographics page. After choosing the demographic from the drop down menu you will next choose the operator and the value of the demographic. This will decide which customers see your Dynamic Content.

In the Dynamic Content we are building in this tutorial we first start with specific content to show only for customers in the State of California so we have chosen:

Demographic State/Province Operator is equal to Value CA.

Step 7: You next move down to the section entitled "Step 3: Content". Here you will put the content that you want shown to those persons whose profile matches the conditions you set in the previous section. You will enter your content just as you would regular content for any email. You can get the content from any of the regular sources: Type it in from scratch, copy and paste into the window from another location or get content from a source listed in the right-hand column.

Step 10: Go through the same process as before to add the second statement. For our example we want the content to show for customers whose State is equal to Minnesota:

Demographic State/Province Operator is equal to Value MN

Step 13: This time, select "ELSE" from the Statement Type drop down menu . Notice that Step 2:Conditions is not available. There are no conditions when adding an ELSE statement because this statement will apply to everyone that wasn't covered by your previous statements. Enter the content necessary for the statement in the third section "Step 3: Content".

You now have the option of "Save" or "Save & Insert" to complete your Dynamic Content.

1] "Save" will save the content to the library and bring you back to the library page.
2] "Save & Insert" will save the content to the library and insert the content into an email message. This option will only work if you have a message opened to the body of the email where you want this content inserted.

In our example we will save the content by clicking on SAVE and going back to the library page. The content will be listed in alphabetical order according to the name of the content and the page view will look like the image below:

1] Name - This shows the names of the Dynamic Content blocks listed alphabetically.
2] Last Modified - Shows the last date you modified the blocks of Dynamic Content
3] Edit Action - Allows you to go through and edit the block of content and make any changes you desire.
4] Delete Action - This link deletes the block of Dynamic Content. It cannot be recovered if you delete it.
5] Insert Tag Action - Inserts the block of Dynamic Content into the content into an email message. This option will only work if you have a message opened to the body of the email where you want this content inserted.