GetResponse email marketing dynamic templates send personalized emails?
GetResponse Personalized email communication is one of the best ways to drive higher engagement and return from email marketing.
In the GetResponse Email Marketing Benchmarks study, we also keep seeing that emails using personalization in the subject line or the email body observe higher conversions.
The same goes for sending your email campaigns in response to your recipients’ actions, at the time that works for them best.
But does that mean you can’t send an email blast every once in a while? Not necessarily, but if it’s your long-term strategy, you’re probably not going to be satisfied with your results.
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Two ways to use dynamic content
There are two main ways you can use dynamic content in emails. These are variable substitution and content insertion. Here’s how they work.
Variable substitution is about changing some variable (e.g. a word or a link) based on your contact information.
Most often, marketers use this to greet customers by their first name or to mention their company name.
Content insertion is about inserting entire sections of content – phrases, paragraphs, images.
Typically, you’d use this to show products you customers have left in their cart or might be interested in, based on their previous purchases.
How to use dynamic content in GetResponse
There are a few ways you can personalize your messages using dynamic content in GetResponse and we’ll go through them one by one. You’ll find full technical documentation in our Help Center.
1. Personalizing your email using merge words
You can personalize your emails using something called merge words. These short pieces of code (looking similar to this [[firstname]]) will present any value you have stored for your contact.
For example, [[email]] will display your individual contact’s email address while [[name]] will show their full name.
You can also use the same method if you want to use data stored in your contacts’ custom fields. All you have to do is type the name of the custom field in the square brackets, e.g. [[favorite_sport]], and the appropriate variable will be substituted in its place.
What if you don’t know if every contact has a particular custom field assigned? All you have to do is create a fallback message, e.g. [[customfieldname fallback=”yourfallbackmessage”]]
Here’s an example:
You’re planning a weekend sale in your online sports gear store. You’d like to personalize your email subject line using some of the information you’ve gathered about your audience.
You decide to use the information about their favorite sport, which you’ve previously stored in custom fields the following way:
Custom field name: “favorite_sport”
value: “volleyball” for those who like volleyball
value: “basketball” for those who like basketball
and so on.
Here’s what you’ve come up with for the email subject line:
48-hour sale! -70% on all [[favorite_sport fallback=”sports”]] equipment!
This way contacts with a custom field value being “basketball” will see:
“48-hour sale! -70% on all basketball equipment!”
Those with “baseball” will see:
“48-hour sale! -70% on all baseball equipment!”
And those who don’t have a custom field value defined yet, will see:
“48-hour sale! -70% on all sports equipment!”
As you can see, merge words are very simple to use. But the best thing is that you can use them in any element of your email. That means you can use merge words to personalize your subject line, preheader, email body, footer, or even an individual CTA button.
2. Personalizing your email using dynamic content syntax
If you want to use slightly more advanced personalization in your emails, then you’ll have to refer to the dynamic content syntax.
Let’s imagine that you have an online store selling products for pets. Dog owners will be interested in different offers than cat owners and you want your offer to reflect that. The same goes for those who own a different kind of pet, or those don’t own any pets at all.
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