A few weeks ago, we looked at how the right type of personalization in your email subject line can lift open rates by up to 10%.
Personalization usually means sticking in some piece of static information you know about the lead you are nurturing, like "Open Me, I know you are a CEO!"
Dynamic Content, on the other hand, allows you to substitute pieces of content relevant not only to a person's contact data, but more powerfully to a person's exhibited buying behaviour. For instance, I might send my newsletter out to my entire list, but include a dynamic section offering a download of a whitepaper based on the product pages each person in my list has expressed the most interest in.
The result is that buyers are presented with marketing assets that are relevant to their interests, and the data shows that this translates to substantially more visitors (2.2% over 1.5%) by those that use dynamic content over those that don't.
Holding all other conversion rates equal, this would be a lift of 46% in closed deals.
Surprisingly, the minority of customers are taking advantage of this feature. So go ahead: get out your dynamic content and shake your money maker.
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