Deliver what your constituents want, rather than what you want to send them. Keep in mind that your audience has a finite attention capacity, and they will immediately decide if you are wasting their time. If so, expect them to revolt.
Building or sourcing relevant content is not necessarily more work. There are several time-effective ways to gather or create more content. You can reuse and recycle content that already exists, mine the content from your website, seek third-party content from blogs, association websites, and more. Or, you can even hire a copywriter.
Dynamic Content refers to content that changes according to rules. The idea is that these rules are set up on the backend (i.e., a rule could be: Location = Indiana) and content to match this segment is easily created by the marketer. The email system automatically inserts that content into the email template for only the Indiana audience, using the backend rule.
Images, offers and incentives, and “from” side are all great Dynamic Content elements to test.
Testing incentives and offers via Dynamic Content will help you better understand what compels each individual to take action.
Before sending an email, you should ask yourself, “Who owns the relationship with this audience?” Is it the president and CEO? The marketing department? A specific salesperson? Deliver the message from the specific human being rather than the institution at large.
If you remember the 40, 40, 20 rule of database marketing, you know ...