Dynamic Content Management – Restrictions

Dynamic Content Management – Restrictions:
Using dynamic content within email campaigns is one of the most common email strategies clients approach us about, and it still surprises me how few organisations are making use of it.  The reason is that there are quite a few barriers to overcome.  These are by no means insurmountable though, as I’ll explain…
Dynamic content is at the centre of any one-to-one email program and if you want to deliver highly personalised and relevant content to your customers, you need to look into resolving the issues surrounding it. A lot has been written on why relevancy and personalised comms are vital, so here’s a quick rundown.

 

What is dynamic content and what is it based on?

• Email content is based on customer preferences and actions
• It’s the most efficient means of executing personalisation
• It allows you to deploy many emails once, by building content modules
• It is data-driven
• There is a general concern over the investment, both monetary and resource-wise, however once in place, it’s hugely effective at saving money and time

 

Why personalise?

Key Benefits:

• Increase in revenues
• Email metrics uplift
• Efficiencies in processes
• Leverage trigger performance
• Reduce list churn
• Reduce campaign resource

 

Standard Dynamic Content Management Process

 

What are the challenges?

Content

• Not delivered on time
• Not refreshed when needed
• Format may not be compatible with ESP capabilities

Data

• Latest data to be provided
• Data format isn’t usually structured properly
• Targeting issues and lack of strategy around what to send to each segment

Campaign Delivery

• Resource with dynamic content experience
• Time restrictions
• No real segment/contact strategy

Process

• Data to be delivered in the correct format and on time
• Content to be delivered on time
• Enough lead time for testing

ESP (Technology)

• Infrastructure might be too complex
• Infrastructure might not fit with client’s processes
• Reporting could be a major issue – for example, if reporting per segment is not available

Other

• Teams usually expect quick results however it takes time to build up the stats
• Great team work is required between data and content teams

Overcoming the barriers

Data & Technology

• Ensure a single customer view – all customer data held in one place 
• Customer preferences  (from preference centres) and implied interests (email clicks or online browsing data)
• Regular data feed process between database and ESP

Content

• A content management/storage facility to hold artwork and copy email assets
• Define processes for production and management of assets

Process & Campaign Delivery

• Governance of new set-up especially concerning data flows and process management
• ESP needs to have robust dynamic content capabilities
• Decisioning logic should be held at ESP end
• ESP will need to have the ability to pull content in from external sources

Implementing dynamic campaigns may involve some initial heavy lifting, but it’s well worth investing some time and money to get it right.  Your dynamic campaigns will quickly pay for themselves.
To find out more or for help getting started, contact Stream:20.