Advantages of dynamic content in emailings

One of the great changes that the world of email marketing is experiencing is being led by technology companies that have developed solutions to convert emails into "dynamic" content supports. Normally the contents of emails are static, that is, when you receive an email the content displayed when you open it can not be changed unless you the image is changed on the site where it is hostedIf this were to happen, it would affect all opened emails equally. Recently, solutions have appeared that allow the content displayed in the email when it is opened not to be fixed, but to be dynamically "assembled" according to different criteria. These criteria can be of two types: either a prior test, so that the images are displayed, calls to action and offers that the test has revealed to be optimal, or where, when or how the user opens the email.

From the point of view of the testing what these solutions allow is to shorten the testing process itself and improve the results. The mechanics is as follows: different versions of an email are sent, as the emails are opened and different content is displayed, the tool detects which combination provides a higher CTR and, automatically, the rest of the emails, which have already been delivered, show that winning version (and not the one they had at the time of sending).
With regard to the incorporation of content based on the ".situation"The main applications of the user's readability are:
-Vary the offers that will appear in the email according to the time of day.
-Personalise offers according to the location from which the email is opened.
Include real-time content from Facebook, Twitter or Instagram.
As an example, it is possible to send an email that includes, on a map, the location of a shop. If a user opens the email at home, the nearest shop to their home will appear on the map, and if they open the email at work, the same email will show the nearest shop to their work. The casuistry can be diverse, and the fact of personalising content based on these rules translates into a better user experience and therefore an increase in CTRs and conversions.
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