In this installment of our ‘Tech Talk’ series we’re taking a look at Conditional Content, and explaining why we’re so excited about this new piece of functionality.
As an email marketer, how many campaigns would you say you create in the average week? Of those, how many would you say are near-identical, but sent separately to ensure the right message is sent to your different target segments?
Let’s say you’re a fashion retailer, and your online store sells to multiple different countries: you want your latest newsletter to highlight a particular item from your winter range, but you need to list pricing in GBP for your UK audience, USD for your US audience, and so on. You might even have gone the extra mile and used UK and US English across each separate campaign, or highlighted flagship stores in a subscriber’s local area. Perhaps you’re based in the Northern Hemisphere, and one or more of your audience segments hails from the APAC region – no point in marketing them your winter range now, so those guys will have to receive a whole new campaign where your hero image of a woman bundled up in her thermals gets swapped out for a beachy bikini shot.
You’re impressing the boss with your dedication to personalization, but all those individual campaigns are starting to pile up, right?
Enter Conditional Content: a handy piece of functionality which allows users of our platform to save time by handling multiple personalized elements all within a single campaign.
How does it work?
Conditional Content (or “Dynamic Content”, as it’s sometimes known) itself is nothing new – indeed, the nerdier element of our readership may have already been hand-coding conditions into their campaigns for a while now. What we love about our Conditional Content functionality, however, is that it empowers all end users to deliver a sophisticated personalization strategy in less time, and without the need for additional HTML knowledge.
In the above example, a retailer has set up the following
IF/ELSE conditions based on their lists and/or fields. This allows them to deliver up different content (e.g. images, test, modules, links) depending on whether the contact email address matches the above conditions or not. Where they might previously have sent three separate campaigns – one for contacts specifically interested in homeware, one for women, and one for men – the end user is now able to send only one, with different content appearing depending on the profile of the person opening the email.
How can I get the most out of it?
It goes without saying that to get the most out of Conditional Content, as with any tool which maximizes personalization, you’ll need to keep on top of your segmentation strategy and data hygiene. Tempting though it may be, we also advise that you don’t go implementing too many conditions within a single campaign – at least at first – to ensure you don’t overlook errors as you toggle between each condition. Cloning campaigns which have conditions applied can also be a risky business – in our platform, we minimize this risk by adding a notification banner reminding you that the message of the campaign has Conditional Content applied.
How can I find out more?
If you’re an existing Adestra platform user you are now able to personalize your emails using the Conditional Content functionality. If you’re keen to learn more about how our platform could help your personalization strategy, we’d love to show you around and get a better idea of your marketing needs.