Dynamic Content:
Why the Days of Batch and Blast Email are Over
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Subscribers Want Personalization…
<And Will Help Organizations Provide It
Increasingly, subscribers are willing to share the information necessary to send them relevant content. In a recent study conducted by ChoiceStream, 80% of consumers said they were interested in receiving personalized content. 64% of those surveyed said that they would be willing to share preference data in order to help a company do so (eMarketer July 22, 2004).
Many organizations choose to gather such subscriber data at the time of newsletter registration via web collect forms. Others supply a simple registration form and follow-up with periodic surveys to deepen their subscriber. Both are highly effective ways to build a database that may then be used to target and personalize messages.
Relevancy is Becoming Complicated
Despite this good news, the abundance of customer data available to marketers has made targeting more complex than ever before. According to a recent report compiled by Forrester Research, most marketers have evolved beyond a simple one-message-fits-all-customers strategy and have adopted some form of dynamic content. However, when asked what their biggest email challenges would be in the next two years, these same marketers responded that creating and managing content was their second highest concern (Forrester, “The Best Email Marketing Service Providers Report”, June 2004).
This indicates that as marketers become more complex in their need to develop and deliver dynamic email, technology must be robust and user-friendly enough to allow them to efficiently do so. According to a study conducted by Jupiter Research, 76% of organizations personalize email messages to five or fewer segments. This illustrates that although marketers are delivering some form of targeted messages, many are not yet leveraging their vast customer data to its fullest potential.
A key finding by Jupiter Research shows that although the complexity of a dynamically targeted email may take more time for deployment, this personalized approach can generate results that are four times to eight times better than results of a static campaign.
Given this opportunity for drastic increases in revenue and response rates, using relevant content to create and deliver Dynamic Content messages is absolutely worth the extra time and effort.
For the complete whitepaper visit: http://email.exacttarget.com/lp/dynamic-content-whitepaper.asp
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