Dynamic fields Dynamic content Dynamic images In summary In addition to segmentation and automation, there is a set of techniques and tools to send messages based on the characteristics of each contact. Let's take a look at the resources offered by dynamic fields, content and images. Today, email marketing is developing along two axes : on the one hand it is moving towards the automation of processes, and on the other hand it seeks the highest degree of personalization possible for each recipient. Automation and personalization: two tracks that are in fact complementary , which continually intertwine like the structure of DNA. If in our blog we often talk about the first track, today we will focus on the second, exploring the tools available to companies to take their communications to an advanced level of personalization .
The tools we're going to look at today work on three distinct levels of emails: Dynamic fields ⇾ Single word or text string Dynamic content → Modular messaging structure Dynamic images → Visual, photos or illustrations Dynamic fields The first level of customization focuses exclusively on text . Surely you have received emails in your inbox that call you by your name in the subject line… Personalization in the subject …or when you open the email, in the Image Masking Service body text , as Ikea does in almost all of its emails: Ikea shape Surely you also know that the brands that send these messages do not manually enter your name before sending the email. They rely on dynamic fields, a small and valuable feature that only a professional sending platform can provide marketers. The dynamic field (also known as dynamic tag) is a feature you can use to create placeholder codes - here's an example of how they look: [name] - to be inserted in the subject line or in the body of the 'E-mail.
At the time of sending, the platform replaces the dynamic field with the value corresponding to the individual recipient. What we've seen so far - the name - is just one example. Dynamic fields can be used to leverage a wide variety of data . Just think of the world of services, of all those companies that want to remind a customer of their appointment time, their location, notify them of a time change, or the successful delivery of a order (with the corresponding reservation numbers, purchase codes, or product delivery dates). In these cases, the dynamic field is much more than a mere formality.