The Powerful Combination of Dynamic Email Content and CRM
Tuesday July 11, 2017
It’s highly likely that one of the objectives of your CRM strategy is to create more meaningful relationships with the fans and visitors to your venue. There are a variety of different ways that you can work on developing these relationships, both in person and digitally, and one of the tools that you could use to help your digital engagement strategy is to utilise dynamic content within your email marketing.
What is dynamic content?
Dynamic email content is the ability to change the content and style of your email – the words, paragraphs, titles or images – as you require, depending on a particular data point which is known about your individual fan or visitor. This means that a specified segment of your audience sees one version of an email while another segment sees a different version.
Can you combine it with your CRM?
Yes. An effective data-driven CRM strategy enables you to create a single 360˚ view of each of your fans or visitors by collecting and collating data from as many different touchpoints as you can within your venue including transactional – ticketing, retail, food and beverage – as well as digital – website, loyalty programmes and Social Media.
Creating emails using dynamic content within a CRM system is really powerful, because you can use this huge amount of data that you have about each individual visitor or fan to tailor and personalise your email communications.
How does it help me?
Whereas historically you would have needed to create a different email for each different segment that you wanted to send a campaign to – now with dynamic content you can create one email and for each different section of the email you can decide what a specific subset of your marketing campaign database will see. If the fans or visitors within your database don’t meet any of the criteria that you have specified, they will be sent a default version of the communication.
You can segment your audience by, for example, their location to your venue; their spend at your venue; their demographic, their propensity score or their consumer classification.
Here are some examples of what you could do:
- Send a season ticket offer to fans – based on how much spend they have had with you throughout the previous season. For example, fans who have a high spend could get a different price point for their new season ticket than those who have spent less.
- Send a particular venue based offer to your visitors - based on how close they live to your venue, or based on their age.
- Send a particular membership renewal offer to the members of your visitor attraction - based on how many times the member has visited your venue over the previous twelve months.
Using dynamic content within your email marketing campaigns is more efficient for your marketing team. It gives each of your individual fans or visitors more personalised and relevant emails illustrating that you want to undertake more meaningful communication with them and build a long-lasting relationship. Finally, and perhaps most importantly for you marketers, is that it can contribute to a reduction in the number of your visitors that unsubscribe from your marketing communications.
Natasha is Marketing Manager at Green 4.
At Green 4 we enable our customers to utilise data to build improved fan and visitor relationships and create compelling digital journeys across the sport, leisure and attraction industries. As your partner, we are committed to your success and focused on delivering results using cutting edge, insight led strategies. The latest version of Green 4’s e-communications system includes dynamic content.