IMPROVE EMAIL ENGAGEMENT WITH AUTOMATED DYNAMIC CONTENT
Tips on how to improve email engagement with automated dynamic content with Matthew Dunn
Campaign Genius is our latest project. And what Campaign Genius is it makes the visuals in an email do everything they possibly can.
A couple of years ago they noticed a shift where the top behavior for email of interest is "Save for Later." So, where Campaign Genius plugs into that behavior for marketers is in allowing them to keep the offer fresh.
What we did for them was personalize every email image. The net difference was that the click-through rate on the A part of the campaign with personalized image content was 277% higher
"The visuals are the content," right? In fact, from a psychological perspective, they're the primary content.
What I'm learning is that in companies of size, mid-enterprise and up, email's still the old step-child channel, despite it being, as you said, the most effective. The budget's still going to shiny new channels, and the old warhorse keeps plodding along and actually returning the best results.
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IMPROVE EMAIL ENGAGEMENT WITH AUTOMATED DYNAMIC CONTENT
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IMPROVE EMAIL ENGAGEMENT WITH AUTOMATED DYNAMIC CONTENT
We helped personalize every image and improve email engagement. The net difference for the click-through rate with a personalized image was 277% higher.
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Doug: Well, welcome back listeners, to another episode of Real Marketing Real Fast. Today, we're going to talk about a very interesting topic. We're going to talk about dynamic content within your email. So, would you like to have the ability to change an offer that's in your customer's email, even after they've opened it, on a daily basis, a monthly basis, or just at some point in time?
My guest today is Matthew Dunn. He is the founder of a company called Campaign Genius, and the chief explainer at Say It Visually. Dr. Dunn is a serial entrepreneur and an executive with a wide range of experience. He has been a startup CEO, a Fortunate 1000 Senior Vice President, and CIO. He's a Microsoft veteran, a consultant, and standards organization executive as well as a director and a university professor. He is a frequent keynote speaker, and Matthew is also an award-winning writer, director, designer, and inventor, holding over a dozen patents in diverse fields. As a keynote speaker and a panelist moderator, Matthew is known for making complex subjects clear and simple, and I'm sure you'll agree after you listen to this episode, he's done a good job here as well. He has had repeated engagements as a keynote summarizer, improvising the wrap-up for full-day conferences. Matthew holds the first Ph.D. in Digital Media, which he designed and completed at the University of Washington before the web was invented. He also holds a Master of Fine Arts from the University of Texas. He brings a unique mix of technical, business, scholarships, arts experience to the understanding of the cultural, business and technology landscape.
So, I'd like to welcome Matthew Dunn to the Real Marketing Real Fast podcast. Well, welcome to the Real Marketing Real Fast podcast today, Matthew.
Matthew: Well, good morning Doug. It's early for both of us, thanks for having for me.
Doug: Great to connect. It's funny how we talk about people on social media, and they're not social, and we connected through social because I was using your tool, and I shared it with my email list, and somebody reached out to me.
Matthew: Right, right. Yeah, they reached out, and they credited you. They said "Doug told me about this," and I'm like "Oh, well I should reach out and go knock knock on LinkedIn and see if he'll connect." And the fact that we're geographically close mad...