With a simple tag, you can establish a one-to-one relationship with your recipients, taking full advantage of email opens and clicks. Everything about dynamic fields, from their possible uses to their configuration. Imagine welcoming a totally unknown client or, on the contrary, recognizing the client, greeting him by name, knowing what his job is and in what field he works. Two totally different relational dynamics that mix the physical and digital world . When it comes to personalizing emails , segmentation almost always comes to the fore, as it's fundamental to breaking your audience down into sections in order to send personalized communications. But outside of segmentation, there's a world of additional personalization that only a professional delivery platform can offer marketers. In this article, we'll analyze one such element: dynamic fields , which are the variable element of an email that can provide a small but decisive incentive for personalization. What are dynamic fields?
Dynamic fields (also known as dynamic tags ) are a feature that lets you create special placeholder codes that you can use to personalize posts. These placeholders are automatically replaced with recipient data when a message is delivered. Specifically, dynamic fields are items enclosed in square brackets (such as [name] ) that the platform recognizes and Image Masking Service replaces with the correct value for each database contact . The use of customizable variables is essential in the world of services for all companies that need to remind customers of an appointment, the place of an appointment, or to inform them of a time change; they are also fundamental for all companies that must communicate reservation numbers , purchase codes , product collection dates .
Dynamic fields can be inserted into both the body of an email and its subject line to highlight a word, phrase or brand. Writer Joanna Wiebe, for example, wanted to test the effectiveness of dynamic fields by running an A/B test on two email templates: one with her company name in the [brackets] tag, and the other without. The first model had a 4% increase in openings . Going back to the body of the email, the dynamic field is a fundamental tool for more finely personalizing emails . Without forgetting that its use can also be extended to the world of SMS Marketing: with dynamic fields you can personalize text messages according to the activities, interests and basic data of your contacts. In terms of personalization, data collection is essential and must be carried out continuously and with the right tools. Refer to our blog post on this digital marketing topic for more information.
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