What Is Dynamic Content?

Every person who visits your website is going to view at least the page they land on? When they do, we (marketers) learn something about that person. Even the most simple data can serve a purpose increasing sales. When you're scanning through Instagram, the amount of time you spend on each picture (or any part of the app) is stored below your user profile and helps the Instagram algorithm get better at predicting what you'd prefer to see, or better yet, what you'll interact with.

Dynamic content allows you, a small business owner, to control what content a specific user see's based off their user profile and their behavior.

A rudimentary example uses a simple survey to find the user's color preference. Person A tells us they like red, and person B chooses blue. In the CRM system, each user will now be notated with each color preference. We are able to do different functions automatically to match each users' preference without changing any settings on the back end.

Let's use a simple email as an example. We are able to create one email with one offer, but make it so that when each user receives the email, the background or text will correspond with their color preference. The same logic can be applied to landing pages, advertisements, and so much more.

If you're not personalizing your messaging nowadays, you're far behind. It's consumer expectation, and as an e-commerce brand that relies on real people to commit on a subscription or repeat buying, it's required.

Don't be discouraged. Automation is a ton of work at the start, but as you move send with a sound automation strategy, the quality of you and your teams life increases dramatically; along with your profits.