Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level

Dynamic Content Experimentation Ideas

• Images: You know how the saying goes: “A picture says a thousand words.” Images are one of the most powerful elements to test when using dynamic content. I’ve seen some very successful image tests involving photos of people. Is the email recipient a man or a woman? Young or old? Part of a family or single? A condo owner or a home owner? Sending a message that includes an image that closely resembles your recipient is a great way to drive a sense of belonging and relevance. After all, people associate with those whom they like, or those whom are like them.

  Figure 7.1. Rules-Based Dynamic Content Drives Ultimate Relevance

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  Packaging is another good test. There is a very successful packaged goods manufacturer that delivers the appropriate package size based on whether the recipient is likely to consume jumbo size (i.e., someone with kids) or mini size cereal boxes (i.e., someone who travels a great deal). When the recipient views the email, he knows that marketer is talking to him as an individual by using appropriate imagery.

  Localized images are also compelling. If you have several locations and are putting a picture of your store in the email, why not show the store that’s closest to your recipient? I know a company that holds a simple in-store drawing every month. In every email created by this company, the winner of the ...