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[Chart] How Dynamic Content Drives More Visits

Egan Cheung
Manager, Revenue Performance Analytics

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.dynamic-content-conversions

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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