Apollo.io: 8 actual steps to create a conditional message for email sequence
How to level up your skills in a template language and free yourself up to more exciting tasks in sales
As described in the book "Data-driven Marketing," research agencies accomplished very high conversions from their landing pages when a visitor received content specific to his industry -> reports, wordings, images, etc.
However, we had even more cases with the failed dynamic content design!
One of the main devils in such tactics is the amount of content creation required.
For example, you sell in two industries - Healthcare and CyberSecurity.
You have 3 Buyer Personas - Head of IT, Head of Operations, and Head of Marketing.
That means you need at least six combinations of different creatives. Also, without A/B testing, you can't say what works and what to improve. So, at least your one page of a website with two versions of different CTAs become a 12 pages monster.
What if you need to update five such pages?
That's already 60 versions!
So, where can we implement a brand new experience in marketing operations?
The easiest way to start is Personalized Emails!
Email Subject & Email Messages are the easiest to vary based on email segmentation.
Each marketer has customer personas and creates email newsletters taking into account the available customer base.
Once you test new custom images about individual customers, figure out what triggers customer engagement most and the user preferences, you can try to implement hyper - personalization for your website.
However, all starts with essential email personalization followed by email marketing success.
I like an example of HotJar growth hacking, where they ran a cheap set of ads on Facebook to figure out the most engaging texts to create unique subject lines and polish customer profiles.
You can do a homework -
This can still be treated as basic personalization tactics, and if that approach worked, you could start more advanced versions, like persona-based image personalization.
Again, we suggest working with your internal database of subscribers or test slowing with cold outbound. Finally, don't forget to try some Facebook text-only ads to check the wording and its clicks with the audience.
Once you tested the initial methods, you can apply more data sources and fields from 3rd party vendors and public data.
For example, congrats campaign on new acquisitions, fundraising, PR event, like "Congrats on new {{fundraise signal}}!" / "Hope I also could attend {{pr_event}}. You can take this data from Owler.com and Crunchbase.
Or start using hiring behavior based on Rocks & Gold datasets, like using "Hiring for {{job_name}}" message on target image / "In search of {{job_skills}}?}", etc.
Don't forget amount crazy capabilities of website personalization by each customer segment and buyer journey, and you are armed for new twists and tricks to your marketing for the next year :)
In our next article of such kind, we will talk about how to insert website personalization on practice and speed up the A/B testing process of such implementation.
In 2021, most email marketing platforms allow using dynamic images in the outreach. You can put custom variables on your visuals. Sometimes, it is permitted to rotate images based on separate segments.
It is written a lot of marketing-related blogs on better click-through rates among customized emails. The more different each of your emails to one another, the better your reputation from the Email Service Provider (ESP) view.
However, for a more direct outbound approach or mid-funnel motion, the method is entirely new cause not so many tools in the daily life of a salesperson allow so such tweaks.
Fortunately, today, we even have a range of tools to look at and learn how to use them.
In terms of Dynamic Image personalization in outbound, let check -
Lemlist has his own internal set of image templates you can start using right away or at least have a look at what type of images and ideas you can use in your outreach -
The most common templates are "Coffee Cup," "Whiteboard," "Laptop presentation," many different schemes to put a person's image for higher engagement in recruitment outreach.
The next step will be to choose an image and change/add custom variables on it -
After that, you are good to go to send your first email campaign with images!
Nexweave also has its own set of templates to choose from -
Compared to Lemlist, Nexweave is an additional layer of data and creatives for already working operations. You should have a tool to send marketing emails or video content to apply dynamic content on top of it.
Once you choose or create a template you are going to use, you need to go to the campaign tab, upload a custom list of variables, save and copy a unique embedded Code to use in email template or website script -
The unique comparison of Nexweave to other tools is that it allows uploading several video templates, one for preview and another for play.
Hyperise works similar to Nexweave in terms of image personalization and has a broader range of out-of-the-box integrations and better website personalization methods.
To launch email marketing campaigns with dynamic content in emails with the help of Hyperise, you need to choose a template from Images -
Put your custom variables, like logo, profile image, and {{first_name}} on the template, click save, and choose integration to generate a code, which you can use as email personalization HTML.
Also, you can choose a dynamic image URL, which can be used by automation software like Expandi to paste in our messaging and have a custom version for each person -
Back in 2015, dynamic website content was a hard-to-implement and very desired tool among marketers. Today, it is not just acceptable to use but relatively cheap to implement!
Using the HubSpot CMS system, you can set up dynamic content on your webpage based on initial user parameters like Device Type, Location, Language, etc. (https://knowledge.hubspot.com/cos-general/add-smart-content-to-your-website-pages-landing-pages-and-emails)
However, suppose any of your users submit a form linked to HubSpot and has an active cookie to understand its identity. In that case, you start to have a much more comprehensive range of parameters to play with and present to the user (for example, it is status in the system -> Lead vs. Subscriber vs. Opportunity).
Like image personalization, Hyperise allows you to add custom snippets to your website and make it more personal.
The drawback of a system is the approach it is done -> your website link will be a long list of variables that will be pushed into a webpage.
While such an approach is acceptable for inbound communication, it is hard to send such a link in socials like LinkedIn or spam filters to see it as suspicious in cold outbound communication.
A similar approach works for Marketing Automation Platforms -
They allow creating landing pages and custom code to put user variables on the website.
The approach based on the example of user.com software is also straightforward - create a link with several UTM tags that will convert into the content of a webpage.
The main obstacle for any initiative of such type is underestimating the amount of work, content, and strategy you need to have to make it work.
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