3 benefits of dynamic emails for future campaigns

 3 benefits of dynamic emails for future campaigns-Overview

That must have been what Google did when it announced at the beginning of 2018 that AMP would reach email. This novelty would allow Gmail to become a more dynamic and interactive environment.

After more than a year of waiting, the Internet giant's efforts to take email to the next level have finally paid off. Now they will not be static, but will keep their content updated and offer information in real time.  

Can you imagine the applications this has for marketing?

 In this article  you will be able to expand your knowledge about one of the forms of  free online marketing  par excellence, according to Mailrelay.

The arrival of AMP to Email  was something that had been asked for a long time, but do you know what AMP is?

Do you want to improve your email marketing campaigns ? 

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 3-benefits-of-dynamic-emails-for-future-campaigns

What is AMP?

Basically, it could be said that AMP or Accelerated Mobile Pages is an  improved HTML . It is specially designed for mobile phones and its main function is, as you can imagine, speed up the loading time of the websites that have it implemented.

AMP consists of  three basic elements :

AMP HTML

It is the orthodox HTML language, except for a few small restrictions and changes. An example of this is the traditional HTML tags, which are replaced by AMP tags.

In addition, due to the aforementioned restrictions, in a website created with AMP not all the elements can be placed freely, since certain structures will be predetermined in advance.

AMP JS

This is the highlight of the Accelerated Mobile Pages. In order to prioritize the loading of content over external sources, such as advertisements, the aforementioned AMP tags are implemented. This is done thanks to this library of JavaScript resources  .

Google AMP Cache

This third element affects the  Google cache , that is, the information that the search engine saves on a website to speed up its loading. In the words of the company itself, "it captures AMP HTML pages, caches them and improves their performance automatically."

Since its appearance in 2015,  Google  has increasingly given AMP more weight when it comes to positioning well in mobile searches, so it is advisable to take this option into account if you want to rank well in the search engine .

If this is your objective, perhaps you should consider the option of directly hiring this type of services from professionals. In this NeoAttack article you will  find the leading  SEO Agencies in Spain  and some tips to get it right when choosing one or the other.

In addition, sending emails with dynamic content to your contact list will allow you to  send quality traffic to your website  (lower bounce rate, more browsing time, etc.), which will also add a plus to the SEO of your site. But what exactly is dynamic content?

What is dynamic content?

The  dynamic content  are those elements of a web or an email that vary depending on the information known to the user and their previous behavior.

Thanks to it, you will be able to offer the user a personalized experience that really offers information of interest to him and that, of course, brings you closer to his conversion.

Benefits of dynamic content

As I have already said, the appearance of AMP for Gmail and the possibility of adding dynamic content to emails has been a revolution for the area of  email marketing , but do you know what its main benefits are?

Dynamic content adapts to needs

The customization  possibilities  offered by dynamic content are almost endless and can be done on a multitude of levels. This ranges from the simplest, such as putting the name of the recipient in the email, to more complex aspects related to where and when the email is opened.

The more user information you have, the greater the personalization of your dynamic email can be. Sex, age, purchase history, tastes and preferences, location ... All the data available can help the email marketing campaign to end up being a success.

An example: you have a chain of clothing stores and you decide to add a map with their location in the emails you send. When the user accesses the mail, based on their GPS location, you can show them the nearest store.

In this way, it will be easier for them to buy a product than if you were showing them the store that is located on the other side of the city, don't you think?

Dynamic content builds loyalty

All users like to  feel unique and special . As a consequence of the high customization possibilities it offers, dynamic emails give you the possibility to make your subscribers feel that way.

Thanks to the arrival of AMP to Gmail, you will be able to set up your emails to offer some images or others depending on whether it is intended for a woman or a man, by choosing a variable. All about the same email, without having to design, configure and program a different email for men and women.

This allows you to show the recipient of the email that you know their interests and that you understand them, that you want to help them meet their needs and that you also know how to do it.

If you can offer this to your contact list, how could you not build loyalty?

Dynamic content is very profitable

The main advantage of dynamic content is to make the recipient feel that you are addressing them, solely and exclusively to them.

Only by customizing the subject of the email will you be able to improve the  opening rate  between 20 and 30%. Can you imagine what you can achieve if you take personalization further?

If you also take into account that once you configure the email you will not have to send a different one to each type of user, but that it will serve to impact everyone in a personalized way, the amount of time you will save will be considerable.

If you add these two factors, the increase in the open rate (and other related metrics) and the time savings, the  return on the investment  is more than guaranteed.

Final Words

To the consumer, feeling that a message is perfectly suited to their needs or situation and that it is not a general message spread en masse will make them feel special.

As a consequence, your response to  Call to Action  and, in general, your  engagement  will be more favorable. And this, ultimately, can only translate into increased sales.

The arrival of AMP to Gmail is still very recent, so I encourage you to investigate yourself about the whole range of possibilities that this novelty offers: start configuring your mail with dynamic content!

Remember the words of Benjamin Franklin: " Tell me and I forget, teach me and I remember, involve me and I learn ."