Email marketing delivers the utmost relevance because it allows you to segment your audience, tag subscribers by their interests and personalize messaging to make each reader feel like the email was sent specifically to them.
When you send an email message that zeroes in on your readers’ interests or needs, great things happen.
Segmentation and personalization are amazing tools to boost relevance and increase engagement. With this in mind, we developed two new features in our drag-and-drop editor that we are excited to share with you.
Dynamic content blocks enable you to add pieces of content to a larger email that are only visible to certain subscribers.
Social media blocks allow you to insert social content such as Tweets or Facebook posts directly into your emails.
Both of these features add a new level of engagement that can lead to more clicks, more conversions, and more loyal subscribers. In this post, we’ll explain each feature with step-by-step instructions on how to implement each one in your next campaign.
Let’s say you want to send out a newsletter to your subscribers, but one section of the email highlights a promotion that only takes place in one city.
Instead of segmenting your list and re-creating the same email, our dynamic content feature allows you to target one section of the newsletter to specific subscribers.
You can now make different sections of your email visible to only a select group.
Dynamic content raises the level of personalization by giving your readers pieces of content within the newsletter that speak directly to them. You build only one email, but certain sections target the people who will benefit most from that information.
We’ve incorporated dynamic content blocks into the drag-and-drop editor to make it dead simple to use. Let’s take a look.
You will be able to target almost any content block to a specific group of recipients. It is fairly easy to select the block, create the content and customize your target audience.
Inside the drag-and-drop editor, there is a new eye icon that appears when you hover over the block. When you click on the eye icon, a sidebar opens that give you the targeting options.
You have three targeting options on the sidebar – all recipients, a specific group or recipients who match your custom criteria.
Option #1: All recipients is the default option. If nothing is changed, the block will be visible for all newsletter recipients.
Option #2: Specify recipients allows you to target subscribers who belong to specific groups within your subscriber management. Choose one group or target a few groups with the same content block. You can also select a rule to show the block to recipients who belong to all selected groups or only one.
Option #3: Custom rule enables you to customize your target audience by using custom fields. All account custom fields are listed. Choose from four operators: equals, doesn’t equal, is set, is not set.
After you've selected your targeting options, our dynamic content preview mode allows you to check which content each audience will see in your newsletter.
The default preview (non-targeted) shows the email without the targeted content. The newsletter preview changes when you select the target groups to show the content only visible to them.
Before you jump into creating a dynamic content block, make sure you take your time setting it up and think through your strategy for the campaign. Here are the steps we go through:
Step one: Choose the group you want to target with highly-relevant content. Does the group already exist in your subscriber management tool or do you want to customize the recipients using custom rules?
Step two: Create content that is unique to that target audience. Make it as specific as possible to have the most significant impact. Does the content speak directly to your recipients’ needs or interests? Your email should always have blocks that are visible for all recipients. Don't forget to include such blocks.
Step three: Personalize your call-to-action to keep engagement going. Dynamic content is meant to raise the level of relevance so much that your reader will respond. You can seal the deal with a targeted CTA and see your campaign performance skyrocket.
On their own, social media and email marketing are each powerful marketing platforms. While social media works to keep your brand top-of-mind and generate word-of-mouth publicity, email marketing connects you directly with your subscribers in a way no other tool can.
In an ideal marketing world, you would combine these two channels so they work together for an integrated marketing campaign.
In the past, integrating social media to your email meant adding links to your emails that sent readers to your social media pages or adding sign-up forms to your social media pages to build subscribers.
We thought it would be a lot cooler (and way more engaging) to allow you to embed social media feeds directly to your emails.
You can now insert tweets with a hashtag with our Twitter Block, highlight posts with the Facebook Post block, or promote your next Facebook Event directly from your email.
Like most features in MailerLite, you don’t need coding skills to embed social posts to your emails. It’s another part of our drag-and-drop editor. Here’s how you can get started.
Go to your drag-and-drop editor. You’ll see a new category on the left sidebar called Social Media. Choose the block and insert the URL of the post. It is really that straightforward. Let’s take a closer look at each type of social media block:
Twitter Post. To insert a Twitter post, take the post URL from the Twitter feed and then copy-paste it in the sidebar. Once you paste the URL and click the green button, we automatically take the content from the post. Almost all public Twitter posts can be added to the newsletter.
Facebook Post. This block allows you to insert the content from a public Facebook page. It’s important to note that you can't add posts from personal accounts. Take the post URL from the Facebook page feed and then copy-paste it in the sidebar.
Facebook Event. This block only works with our Facebook integration. Once you are connected, you can insert your Facebook event as long as you are the admin of the event.
Email marketing is evolving from a static to a dynamic marketing channel, and we're giving you access to the latest features that will improve your campaigns.
Our new dynamic content and social media blocks give you a one-two punch to boost your content’s relevance and encourage engagement. Join the block party and give them a test run.
As always, we want to know what you think of the features after you try them out, so please share your feedback in the comments below.