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3 benefits of dynamic emails for future campaigns

According to John Kenneth Galbraith, " if you don't think about your future, you won't have it ." That should have been what Google did when it announced at the beginning of the year 2018 that AMP would reach the email. This novelty would allow Gmail to become a more dynamic and interactive environment.

After more than a year of waiting, the efforts of the Internet giant to take emails to the next level have finally paid off. Now they will not be static but will keep their content updated and offer real-time information.  

Are you able to imagine the applications that this has for marketing? In this article, you can expand your knowledge about one of the forms of free online marketing par excellence, according to Mailrelay.

The arrival of AMP to Email was something that had been requested for a long time, but do you know what AMP is?

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What is AMP?

Basically, one could say that AMP or Accelerated Mobile Pages is an improved HTML. It is specially designed for mobile phones and its main function is, as you can imagine, speed up the loading time of the websites that have it implemented.

AMP consists of three basic elements :

AMP HTML

It is the orthodox HTML language, except for some small restrictions and changes. An example of this is traditional HTML tags, which are replaced by AMP tags.

In addition, due to the aforementioned restrictions, on a website created with AMP, not all elements can be freely placed, since certain structures will be pre-set beforehand.

AMP JS

This is the most prominent part of Accelerated Mobile Pages. In order to prioritize the loading of content over external sources, such as advertisements, the aforementioned AMP tags are implemented. This is done thanks to this resource library in JavaScript.

Google AMP Cache

This third element affects the Google cache, that is, the information that the search engine stores on a website to speed up it's loading. In the words of the company itself, "capture AMP HTML pages, cache them and improve their performance automatically."

Since its appearance in 2015, Google has increasingly provided AMP with greater weight when positioning well in mobile searches, so it is advisable to take this option into account if you want to rank well in the search engine.

If this is your goal, perhaps you should consider the option of directly contracting this type of services to professionals. In this article by NeoAttack, you will find the relevant SEO Agencies in Spain and some tips to succeed when choosing one or the other.

In addition, sending emails with dynamic content to your contact list will allow you to send quality traffic to your website (lower bounce rate, more browsing time, etc.), which will also add a plus to your site's SEO. But exactly what is dynamic content?

What is the dynamic content?

The dynamic contents are those elements of a web or an email that vary depending on the information is known user and their previous behavior.

Thanks to him, you can offer the user a personalized experience that really offers information of interest and, of course, brings you closer to your conversion.

Benefits of dynamic content

As I said, the appearance of AMP for Gmail and the possibility of adding dynamic content to emails has been a revolution for the area of email marketing, but do you know what are its main benefits?

Dynamic content adapts to the needs

The customization possibilities offered by dynamic content are almost endless and can be done at many levels. This ranges from the simplest, such as putting the recipient's name in the email, to more complex aspects related to where and when the email is opened.

The more useful information you have, the greater the personalization of your dynamic email maybe. Sex, age, purchase history, tastes and preferences, location ... All available data can help the email marketing campaign end up being a success.

An example: You have a chain of clothing stores and you decide to add a map with the location of these in the emails you send. When the user accesses the mail, based on his GPS location, you can show him the nearest store.

This way it will be easier for you to buy a product than if you were showing the store that is located on the other side of the city, don't you think?

Dynamic content loyalty

All users like to feel unique and special. As a result of the high customization possibilities it offers, dynamic emails give you the ability to make your subscribers feel that way.

Thanks to the arrival of AMP in Gmail, you can mount your emails to offer some images or others depending on whether it is intended for a woman or a man, by choosing a variable. All about the same email, without having to design, configure and schedule a different email for men and women.

This allows the email recipient to be shown that you know his interests and that you understand him, that you want to help him meet his needs and that you also know how to do it.

If you can offer this to your contact list, how could you not be loyal?

Dynamic content is very profitable

The main advantage of dynamic content is to make the recipient feel that you are addressing him, only and exclusively him.

Already only personalizing the subject of the mail you will be able to improve the opening rate between 20 and 30%. Can you imagine what you can achieve if you take personalization further?

If you also keep in mind that once you configure the email you will not have to send a different one to each type of users, but that it will serve you to impact everyone in a personalized way, the amount of time you will save will be considerable.

If you add these two factors, the increase in the open rate (and other related metrics) and time savings, the return on investment is more than guaranteed.

To the consumer, feeling that a message fits perfectly with their needs or their situation and that it is not a general message spread in mass will make them feel special.

As a consequence, your response to Call to Action and, in general, your engagement will be more favorable. And this, ultimately, can only translate into increased sales.

The arrival of AMP to Gmail is still very recent, so I encourage you to investigate the whole range of possibilities that this novelty offers: start configuring your email with dynamic content!

Remember the words of Benjamin Franklin: " Tell me and I forget it, teach me and I remember it, involve me and I learn it ."