Adapt content later – Dynamic Content
Posted: Sun Feb 02, 2025 4:00 am
Real-time relevance doesn't just play a role when sending mailings. The content itself is also becoming more and more relevant to the here and now. Although text cannot be edited once it has left the sending server, image content and link targets can still be changed after sending. This is because images are not usually sent embedded, but are only retrieved from a content delivery network (CDN) when the email is opened. And links are usually redirects so that link clicks can be measured. The target path can therefore be changed as desired even after sending. For this reason, another email marketing trend is dynamic content .
You can go so far that each recipient is shown individual content that is also influenced by temporal or local factors. Examples of dynamic content are: weather, countdowns, availability, product recommendations, directions, horoscopes.
The generic term dynamic content usually refers to all content that is subsequently influenced by external factors and is therefore not static. Demographic, geographical or behavior-based characteristics can influence the content, as can internal company factors such as inventory levels or market prices.
That remains...
Topics that continue to concern us
How mobile-optimized can it be?
A trend that is here to stay: Responsive email designIt belgium phone number data should be clear to most people that user habits are increasingly moving towards mobile applications. Many senders already use a correspondingly adapted newsletter template. But there is often still room for improvement. With new devices and further developments in apps and email clients, you should regularly check your responsive email design to see whether it still has the desired effect. The design should of course be optimized for the most important devices and applications of your recipients in order to achieve a positive experience for the majority of them. Exotic and outdated clients, on the other hand, can be neglected.
Did you know that the time and attention span for newsletters read on a mobile phone is significantly shorter than on a desktop PC? In addition, newsletters on mobile devices are often only skimmed. Therefore, in addition to the design, the content also plays an important role. If the newsletter is too long, the recipient may well abandon it before reading it. The message must therefore be effective. It should be short and concise and should clearly call for action.
How mobile-optimized a newsletter needs to be also depends on the target group. For a younger target group in the consumer sector, appropriate mobile adaptation is essential. Here, the mobile opening rate can quickly reach over 80 percent. However, if you are in the B2B sector, mobile usage can be less than 10 percent - depending on the industry. In this case, it naturally makes sense to continue to focus on desktop mailings. So take a close look at your mailing statistics to see which device your target group prefers and act accordingly.
You can go so far that each recipient is shown individual content that is also influenced by temporal or local factors. Examples of dynamic content are: weather, countdowns, availability, product recommendations, directions, horoscopes.
The generic term dynamic content usually refers to all content that is subsequently influenced by external factors and is therefore not static. Demographic, geographical or behavior-based characteristics can influence the content, as can internal company factors such as inventory levels or market prices.
That remains...
Topics that continue to concern us
How mobile-optimized can it be?
A trend that is here to stay: Responsive email designIt belgium phone number data should be clear to most people that user habits are increasingly moving towards mobile applications. Many senders already use a correspondingly adapted newsletter template. But there is often still room for improvement. With new devices and further developments in apps and email clients, you should regularly check your responsive email design to see whether it still has the desired effect. The design should of course be optimized for the most important devices and applications of your recipients in order to achieve a positive experience for the majority of them. Exotic and outdated clients, on the other hand, can be neglected.
Did you know that the time and attention span for newsletters read on a mobile phone is significantly shorter than on a desktop PC? In addition, newsletters on mobile devices are often only skimmed. Therefore, in addition to the design, the content also plays an important role. If the newsletter is too long, the recipient may well abandon it before reading it. The message must therefore be effective. It should be short and concise and should clearly call for action.
How mobile-optimized a newsletter needs to be also depends on the target group. For a younger target group in the consumer sector, appropriate mobile adaptation is essential. Here, the mobile opening rate can quickly reach over 80 percent. However, if you are in the B2B sector, mobile usage can be less than 10 percent - depending on the industry. In this case, it naturally makes sense to continue to focus on desktop mailings. So take a close look at your mailing statistics to see which device your target group prefers and act accordingly.