This morning another great example of smart email marketing made its way into my inbox.  I have used Verizon Wireless for years, and today I received my first monthly newsletter from them.  I’m happy to see that they’ve decided to be proactive in their email marketing (as opposed to sending the customary, boring transactional emails that I have received in the past), but what I really love is how they really utilized dynamic content to customize the email to me. 

Dynamic content refers to anything that is added dynamically based on user data or preferences.  This can be something as simple as personalizing by first name, and as complicated as pulling in personalized stories and images for subscribers based on their pre-determined interests.  In this case, Verizon tailored the email to me by pulling in my name, phone number, calling plan, and even an image of my phone.  It really gives me a warm and fuzzy feeling all over.  Everyone likes their stuff to be customized to their interests!

Many of you are already personalizing emails with first names and email addresses, but if you have the data, why not personalize by other things as well?  How about purchase date and an image of the product, or their home address to help them find a store location on a map site?  The possibilities are only limited by your imagination and the data you have collected.

For more information about implementing personalizations and dynamic content, check out our Factory Direct article.