Dynamic email content: How data and design work together

Dynamic email content: How data and design work together

You've probably heard of the saying "Form follows function." In email, the saying would be "Design follows data." In other words, the data you plan to use in a campaign, whether a stand-alone email campaign or as part of a nurture series or journey email, should dictate the set-up and design of that email, instead of the other way around.  Want to use dynamic content in your emails? Have reliable data first Let's say you've heard a lot about dynamic content, and so you go to your email development team and say, "Can you design me a template for dynamic content now? We can figure out the back end later." The short answer: No. Design cannot run ahead of the back-end development of dynamic content because the data or data files might not be reliable.  Email design needs to accommodate "graceful degradation" – a design term that means an email is designed for the viewing clients that support its features and has fallbacks built in...
Read More
Email for marketplace businesses

Email for marketplace businesses

Your customer's relationship with your brand is complex. To borrow a phrase from the Beatles, it's more like a long and winding road than a short path from awareness to conversion. That's why the "one size fits all" model of email marketing doesn't work as well as it used to. Messages that treat every customer the same don't address each customer's unique situation, and the result is loss of engagement and contact with that customer. In today's complex retail environment, marketers have to listen closely for the signals their customers are sending and find the right timing and frequency to send messages that respond to those signals within a framework built to help the brand achieve its own objectives. This is hard enough for traditional retail brands that combine both brick-and-mortar and e-commerce. It becomes even more critical with the growth of "marketplace" e-commerce models. If your brand operates on the marketplace model and you're seeing diminishing returns from your email messaging, this information...
Read More