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It’s not uncommon to see someone on their phone, no matter what time of day or where you go. With the prevalence of mobile usage, it’s vital that digital marketing and email marketing teams keep mobile-friendly design in mind when creating their content for the public.

In 2016, it was estimated that about 63% of the global population already owned a mobile phone, and the number is supposed to surpass the five billion mark by 2019.

With more and more users switching from a traditional desktop computer to utilizing their mobile devices, marketers need to create content that can adapt to those devices.

With more and more users switching from a traditional desktop computer to utilizing their mobile devices, marketers need to create content that can adapt to those devices.

Source: Statista

What is dynamic email content?

Dynamic web content or email content is material online that changes based on the behavior, interactions, and other specified parameters of readers. This content is personalized and adapts based on the user’s data. The ultimate goal of the content is to deliver not only quality content to the user, but give them an engaging and overall satisfying online experience.

Is dynamic email content mobile friendly?

The answer lays in the tools. If your email marketing templates are responsive to mobile, then the content inside that email is likely to be mobile-friendly. Dynamic email content refers to a specific portion of content within an email that applies directly to a segment or individual. This means a section of the email is changed automatically to one of several options based on what will fit that viewer.

Having the right marketing tools makes all the difference in this, especially for those who are not well-versed in coding. Marketing tools, such as Campaign Monitor, allow marketing teams to create outstanding, top-quality dynamic email content that can be viewed on a variety of different devices.

Marketing tools, such as Campaign Monitor, allow marketing teams to create outstanding, top-quality dynamic email content that can be viewed on a variety of different devices.

Source: Campaign Monitor

How do you measure the success of your dynamic email content?

Once you’ve created your dynamic email content, it’s time to see how well it performs. And it’s always a good idea to perform a bit of A/B testing to see how well your subscribers engage with your content.

You’ll want to monitor a few key performance indicators (KPI) to determine how well your dynamic content is working.

Open rate

Probably the most essential KPI you’ll want to watch is your open rate. This will tell you how many people are responding to your subject line and preheader text and opening your email to learn more.

Click-through rate

The click-through rate, or CTR, is the percentage of people out of all recipients who click on a link or image within your email.

Click-to-open rate

The click-to-open rate compares the number of unique clicks and opens an email or campaign has had. This is different from the generic open and click rates because those take in the total opens and the total clicks, whereas the click-to-open only measures clicks out of total opens.

Therefore, even if a person has clicked a link three times, it’ll still only count it as one unique click.

Source: Campaign Monitor

Monitoring these numbers will help you learn what users are responding to and what they aren’t, saving you precious time and resources. If these rates are too low, you know it’s time to alter the dynamic email content in some way.

Does dynamic email content really matter?

With so many individuals worldwide choosing to use their mobile devices over standard desktop computers and even tablets, dynamic email content does matter.

This responsive content will not only visually appeal to your subscribers, but, when used correctly, will help you further personalize your content to their needs.

What now?

Now that you understand that dynamic email content is vital for personalized engagement, it’s time that you dive in and try your hand at it yourself. See how easy it is to use dynamic email content in Campaign Monitor here.

This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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