5 practical applications for personalization and dynamic content in Email Marketing


Designing a personalized email marketing, which conveys a feeling of intimacy and credibility, makes the client feel confident, from the positive experiences of relationship with the brand. Dynamic content and personalization are fundamental to contribute to the creation of this type of message. Also called Real-Time content, dynamic content can be embedded into your emails in different ways.

Check out 5 practical customization applications:

1) Personalization focused on the buying process

Abandoned Cart Email with the products that were in it 

It is of the utmost importance to track purchases that are not completed on your site. Did you know that including the image of the product that had been forgotten, with descriptions and details, can be decisive for the customer to resume buying? Suggesting similar products is also a good approach.

SmileyCookie.com Case: Customize Action

Content by Using Purchase Behavior

Smileycookie.com, a candy e-commerce retailer, specializing in candy from Pittsburgh, United States, conducted the following approach, combining personalization, auto-responders and Behavioral Targeting:
Sending the first email, almost immediately after the cart abandonment, to ask if there were problems during the purchase when there was no conversion on the first attempt. Then a second email was sent, offering a 10% discount on the abandoned product, and a few hours later, in the case of a negative, the third message offered an aggressive 20% discount.

The first email achieved an average opening rate of 54% and a CTR of 28%. The second email had a 50% open rate and 16% CTR, while the final email got only 23% open and 6% CTR.



Customization of content based on last purchased data – Products Recommendation


Uploading content based on the customer’s purchase history, using related products, or completing the client’s purchase is an excellent way to optimize your campaign results. The conversion rate to the site of customers who clicked on related products is on average 5.5 times higher than the conversion rate of people who are not yet customers.

Amazon generates up to 35% more revenue only from its recommendation mechanism.



2) Use geolocation data to regionalize promotions

Geolocation is a fascinating feature because email marketing tools that rely on the feature allow you to use local expressions or information that identifies the contact region, and this is an excellent way to start a personalized relationship. Speaking the language of your contact or prospect creates a good approximation and can be decisive for conversion.

Example of regionalized email subject:

Winter is coming, look these awesome deals!
Exclusive offers for you who live in Vancouver.

This type of approach in emails, according to Litmus studies, allows opening rates up to 68% higher when compared to campaigns that do not take this factor into account.

Climate-Based Customization

This use of geolocation is a handy sophisticated resource for e-commerce. Take into account the climate of the place, whether it is getting cold, hot or raining, allows to thematize and contextualize all communication.

Imagine the following situations:

Make a reservation at a hotel and receive an email a few days before your trip, with data on the weather forecast for that location?

Receive offers of clothing or other items with promotion for a cold and rainy weather?

Brooks example:

Brooks, a sports shoe company in the United States, made use of automation software, which sends different content based on the weather conditions of the place where the email is opened!

Actions like this have led to an increase in the CTR rate of up to 21%!
Look how interesting:

On the left, the version for a sunny day and on the right the version for rainy day.

3) Free tools to create the sense of urgency in your email marketing campaigns

Urgency is a desire that strongly influences the decision to buy. Displaying the product that the customer has already shown interest, whether through browsing the site or from a click on previous email submissions, reinforces the idea of scarcity, limited stock, time limit.
This strategy is a compelling selling feature, which can be used for events, products, but that should be used with caution, to avoid banalization and negative buzz.


The countdown in email marketing conveys to the contact this sense of urgency. Ideal to be used for launching a campaign, courses with a limit of subscriptions, time to start an event, etc

Get to know 3 tools that generate the countdown for free:

Send Tric

Free to use, totally unlimited. Get as many email countdowns as you like and use them for your campaign for millions of subscribers. But if you need something personalized, or run a campaign for more than 10 million users, then you can hire paid service from them, which is also great.

Want to know more about Send Tric? Click Here

Motion Mail

MotionMail is completely free and has several ready-to-use timer templates. Generate HTML codes that you just copy and paste into your email campaign. All this in over 25 different languages! However, the timers have a maximum duration of 30 days.

Want to know more about Motion Mail? Click Here

Countdown Clocks

Available in 50 languages, responsive and fast loading, it generates counters not only for email but also for websites. It has a free version and also a paid with several templates and exciting features.

Want to know more about Countdown Clocks? Click Here


4) Autoresponder for Birthday Congratulations

Who does not like being reminded on their birthday?

A company that knows your customer and sends you a simple message of congratulations already stands out among its competitors. The Mail2Easy PRO campaign automation module can perform automatic birthday campaigns. It is very straightforward and quick to program this routine.

But before scheduling the automatic sending, you must remember that your contact base must have the information of the birthday date.


5) Using Social Networks

And why not connect social networks to email marketing?

For the TEDC 2016 event, the Litmus company encouraged visitors to the event to post on Twitter using the hashtag # TEDC16. During the event, an email was sent out updating the content that was being published by the visitors. The SAKS clothing store used a similar strategy using Instagram. They launched a campaign where contacts could post photos of their accounts by mentioning the hashtag #SaksSelfie and then the image would appear in the email.



Although most e-mail providers accept the insertion of dynamic content in the body of the email, there are email managers that do not yet support this functionality.
Therefore, we recommend that you run some tests before implementing these tips. We love receiving emails that we know were made by people who actually know us.
How about we do the same with our customers?