Segmentation vs Personalization: They’re not the same.

m&ms-large

In a typical day I’ll probably say the words ‘email personalization’ a hundred times. What I’ve noticed is that my definition of email personalization is not always the same as other people’s. It seems that there can be some confusion between segmentation and personalization. Are the two interchangeable or are they very different?

IMO they’re very different. Let’s start with segmentation.

Segmentation allows you to put people into pots and target them with content deemed ‘relevant’ to that pot. 

grouped M&MsCustomers are split into groups and receive the content that best serves their needs as a whole group. Persona based segmentation uses aggregated data to split the market into sections according to shared attributes which may be gender – male or female, or preference – menswear, womenswear, home or kids etc. A slightly more advanced level of segmentation could be the splitting out of customer type based on their buying behavior.

As marketers we’re very good at at creating the process to put people in the pots, but we don’t have a way to change preference easily and fluidly once a customer lands in a particular segment. As time moves on and customer needs evolve, segmentation typically doesn’t; once a customer lands in a pot, they’re there for a while, so the content being sent can become irrelevant very quickly. If a contact indicates an interest in home, they may not want to receive home content forever – it’s possible they were doing a renovation and were only interested in ‘home’ at that point in time or for a couple of months.

Further to this, the segmentation categories tend to be purposefully broad to fit as many recipients into the pre-determined pots as possible. The fact that I’m a woman doesn’t necessarily make a female communication more appealing to me – particularly if I’ve recently browsed men’s clothing for my partner.

The biggest challenge with segmentation is that people change over time. What you told me when you signed up, or what you bought two years ago is a much less useful indicator of what you’re interested in than what you browsed last month. Is it better to continue battling with segmentation or look for more advanced ways to achieve real personalization that doesn’t go out of date?

We ask everybody we speak to if they’re personalizing and it’s fair to say that majoritively they respond with what we’d consider segmentation. Whilst segmentation does provide some level of personalization, at some point the content for that segment was deemed relevant to that individual, it’s not personalization in its truest sense.

At a real base level, personalization is saying ‘Hi Firstname’. This is so basic though that I’m not even going to consider it.

Real email personalization is the consistent delivery of content truly personalized, at an individual level.

For many email marketers this is the goal but it often feels unrealistic and not easily achievable. That’s because it’s just not possible using segmentation – you’ll never get to 1-2-1 personalization using dynamic content or segmented sends.

The best place to start when considering achievable personalization is data. One of problems people face with personalization is the speed of processing data points – picking up an abandon browse and actioning it the next day is tough, but with the advent of single customer view databases, businesses are getting better and better at this – the main problem is content creation.

Red-dressThere’s so much data available in your CRM, perhaps relating to previous purchases, average order value, browse behavior, customer type, propensity to purchase and so on. CRM data can be used in Kickdynamic Tags to automatically personalize email content based on each individual’s behavior & data. For example, if you have data in your CRM that says I’ve browsed ‘dresses’, I have a propensity to purchase ‘red’ and ‘size 12’ you can automatically show me red dresses in my size. This model can be applied to every individual in your CRM to deliver content that is always relevant to them. Kickdynamic bridges the gap between your CRM data and your email personalization – with no need for time-consuming dynamic content conundrums. The content source in this case could be a product catalogue or Google shopping feed – we’ll use the CRM data and business rules you’ve defined to find the right products from the feed to display to that individual.

PersonalizationInstead of clustering customers into set pots as you do with segmentation, you can now use an individual’s CRM data combined with Content Automation to deliver content to them at a 1-2-1 level. Connecting CRM data to live images powered by feeds, makes email content personalization achievable at an individual level. You can even merge product SKUs into our tags to display specific products. At the time of send, a product SKU can be merged from your ESP into our Tag, we’ll match that in the feed and show that image content automatically at open time. You only need to set this up once to generate an endless variation of personalized email content. An additional benefit of using open time technology to personalize is that every time the email is opened the product information is live – we’ll serve the latest product content from the feed every time the email is opened. Prices, offers and availability will always be up to date, eradicating email shelf-life.

If your CRM doesn’t contain this level of customer detail – that doesn’t matter.  If you have category based information such as whether a customer has a propensity to buy shoes, bags, shirts, dresses or sportswear for example, this information can be used to completely remove the requirement to build complex, dynamic content. It only needs to be setup once and will automatically display the the latest products from the propensity category by utilizing open time technology.

Approaching personalization in this way removes the stagnation around content irrelevance. Content Automation gives you, the marketer, the power to let recipients decide what they want to receive. Use your CRM to keep track of real-time activity and use that information to keep content relevant all the time. Personalizing at this level boosts engagement; you’re showing the right content to the right person – it’s a proven recipe for success. Every customer using Kickdynamic in this way is seeing significant increases in both engagement and AOV.

In short, personalization and segmentation are not interchangeable. Many marketers do segmentation but it is inefficient and resource heavy. But whilst 1-2-1 email content personalization is becoming more prevalent, many email marketers feel they need segmentation as a route to get to doing more personalization. This isn’t the case. Marketers should be utilizing real-time CRM data and automation to revolutionize their email activity. It’s a shift in mindset certainly, but the results will be unprecedented. It’s also repeatable at scale – something that isn’t true for segmentation.

Trust us, be brave and make the leap to content automation. It’s the trend that nobody is talking about.

P.S. I hope you like the M&Ms. From no personalization, to colour segementation, to M&Ms with my face on!

Content Feeds- The Hot Topic of 2017

There are two hot topics going down in the KD office; one – the disaster that is Lent, and two, the brilliance that is content feed connection.

Firstly, let’s tackle Lent…

biscuit-ban1

The nemesis ‘Lent’ has made quick work of the Kickdynamic office this year… all remaining Hobnobs have been swept away never to return, the chocolate stash replaced with apples and oranges, and a strict ban on afternoon ‘biscuit runs’ is in immediate effect – Coffee seems to be the only hope!

However, it’s not all doom and gloom – Lent also gives us the opportunity to set a challenge for all Email and CRM marketers – so, our challenge to you is:

challenge‘SEND A TRULY PERSONALISED EMAIL CAMPAIGN IN THE NEXT 30 DAYS’ (emphasis on the word ‘TRULY’).

This challenge quite nicely brings me to my next order of business – The HOT TOPIC of 2017 – yes, Content Feeds. Now I know you’re probably thinking “hmmmm, how is a feed a hot topic?”- and I don’t blame you. This is new for many, but once this concept is introduced and understood, Content Feeds are quickly becoming the most optimum way of achieving fully automated email and sending truly personalised content.

Content Feeds are rich in valuable product data that is updated frequently (typically daily or hourly in some cases). To name a few data categories: Product Category, Brand, Price, Stock Level, Colour, Gender, Sale Price, User Ratings. The phrase ‘The World at your Fingertips’ doesn’t necessarily do content feeds justice – combine this with CRM data and we are edging close to the Holy Grail for all E-Marketers.

At this point, for those still eating chocolate and have sugar in the tank to keep reading 😃, will be thinking, “ok, sounds interesting, we have a content feed, we have CRM data-  but you can’t get this into email without days of build time or plenty of custom interjection”…. WRONG – getting this into email is simple, quick, and requires no customisation what so ever – hence being the Hot Topic of 2017. Many are now connecting up data feeds, fully automating email content, and creating content rules to show products based on user data live at the time of open.

How this works in the Kickdynamic platform:

  1. Set up a Template with ‘Content Blocks’ connected directly to the live feed (this only has to be done once!).
  2. Apply visibility rules to change the design when required (i.e. show the ‘Was Price’ when item is on Sale).
  3. Set up a Campaign linked to the Template you’ve just designed.
  4. Apply Rules: Add in a ‘Merge’ rule that will filter the content feed at Open Time based on the merged in user preference (i.e. Previous Browse was ‘Beats Headphones’ – The Tag will merge this in and show products from the feed containing ‘Beats Headphone’ at open time).
  5. Copy the auto generated Tag into your Email HTML and you’re done… simple.

Unlike screen cropping, favoured by those like Movable Ink and Liveclicker, feed connection (which requires NO custom intervention) finally gives brands the quick and easy ability to put CRM data to work.

For those looking to build Feed Connection into their strategy our advice is to follow 3 simple steps –

  1. Automate to free resource – (I like to call this stage the Breath of Fresh Air) in most cases, time and resource is a huge challenge due to the BAU build and send process. Rather than applying a lean methodology to streamline the existing process, with what we have, this introduction of new technology will remove the old BAU process of email build. In the past we have seen this bring build time down from 10 days to just 1. Thus opening time to focus on personalisation and creating truly great email.
  2. Truly Personalise – all those great ideas that have been collecting cobwebs- dust them off! Email and CRM teams will now have the time and technology to easily personalise. Kick off your mission for Truly Great Email by taking personalisation ideas, such as Open Time Brand Preference and roll out. Test this – we expect to see +5% uplift in revenue in many cases.
  3. Lifecycle: Work Automated Personalisation into all email – Staying relevant all the time is effortless when true personalisation is so easy, why not share this love in all emails.

Feed Optimisation companies such as Golden Feeds, Passion Digital and Lengow are great companies that are helping many brands get their feeds in order, not only for email, but for all areas of e-Commerce. We highly recommend reaching out if you haven’t done so already.

Wishing you all a splendid March! 😃

Christian

A goal for 2017: ‘Do less’

Reflecting on the past year naturally brings anticipation of what 2017 will bring to the world of email marketing. 2016 saw our customers increasing use and rely on our product Content Automation product to send more, better email. In an netshell, Content Automation dramatically reduces email build time, whilst also ensuring that the content is highly relevant, personalised and up to date. Implementing this into the email build process sounds like a no brainer right? Who wouldn’t want to free up more time for strategic CRM planning?

DanDan Grech, Head of Marketing at online fashion retailer Trendeo, recently joined the discussion of Digital Marketing Trends of 2017, writing a piece for Smart Insights. His piece titled ‘Doing more with less time: The promise of content automation’ delves into how you can achieve more by actually doing less.

Read the whole article here

 

The Power of Personalization

Personalization is a top priority for email marketers; from contextual levels to more obvious name or product specific personalization, there are many different ways to do this. Send highly targeted, well personalized emails to your subscribers and you will see an increase in your opens, and better conversion rates. Ultimately you’ll build a better relationship between your brand and your subscribers, however, despite all of these benefits and the many methods of personalizing email, a huge 60% of marketers admit that they struggle when it comes to personalizing content in real-time.

A prime example of this is a recent email which I received from British fashion retailer OASIS with the subject line:

screen-shot-2016-12-12-at-14-50-44

Working in this industry, it instantly caught my attention (not just because I’m on the lookout for a personalized clutch bag) but also because I was intrigued at how they may have personalized this email. With such a specific subject line, I presumed SURELY there would be some sort of individual personalization happening…

I was wrong…

screen-shot-2016-12-12-at-14-52-13

Now, I doubt I was the only person in OASIS’ subscriber list who was disappointed upon opening this email. What a wasted opportunity!

As well as the lack of personalization within the email, there is also no obvious indication of how limited this ‘limited’ time is for.

This would have been an absolutely perfect time to add a personalized name to the image to actually show potential customers exactly how their bag could look.

With a few simple customizations, this email could have really stood out of the inbox and enticed more readers to purchase the product.

 

Firstly, this would have been a perfect opportunity to personalize the image to show readers what their bag would look like. Using a Kickdynamic Tag, this is easy to set up and implement and has a great impact on readers.

Secondly, to create the sense of urgency of the limited time this product is available, it would have been a great addition to include a countdown timer within the email. The urgency of the offer would be driven by the seconds counting down live. Additionally, when this offer/option has expired, swapping the image to an ‘after’ image, or showing a 1×1 gif in place of the timer, would ensure the content is relevant and always up to date. Ensuring the most up to date offer information is shown to the recipient will improve their customer experience and affiliation with the brand.

From this:                                                          To this:

screen-shot-2016-12-12-at-14-37-46

 

What do you think? Would seeing your name or initials over the product image have encouraged you to click through and complete a purchase?

Save time & resource with automated email content

See this:

imagetemplate

This is a what we call a live image template. It is being built in our new Content Automation product. It may not look much, but this image template, and the power behind it, is going to change how email marketers build automated & personalized email content.

For the last 4 years we have been working with email marketers to build a platform that allows us to send email with more engaging and higher converting content. We built the first contextual personalisation rule builder, developed industry first live content email widgets and now we have created a seriously powerful new product called Content Automation.

Using Content Automation email marketers can build a live image template to automate content in business-as-usual email and/or lifecycle programs quickly and easily. Automating this content allows you to reduce your email build time dramatically freeing up time to be more strategic.

So how does it work?

We have built this new product to be fully self service, so there is no customization required and you don’t need to wait until your IT team is free. Directly in the interface you can build your live image in 3 steps:

1. Connect a json, xml, csv or webpage content source.

This is the source of content that you want to take information from to display automatically in your email messages. Content source examples include:

  • New in womenswear page
  • Latest blogs
  • Product catalog
  • Movie listings
  • TV schedule
  • Live hotel prices

As an example, we have created a API call containing 3 products from Argos. It looks like this:

[

{
id:1,
description: “LG 49LF590V 49 Inch Full HD Freeview HD Smart TV.”,
image: “http://argos.scene7.com/is/image/Argos/3912339_R_Z001A?$TMB$&wid=312&hei=312”,
link: “http://www.argos.co.uk/static/Product/partNumber/3912339.htm”,
fasttrack: “y”,
special: “5”,
price: 359.00,
regprice: 399.99,
quantity: 10,
discountamount: 10

},
{
id:2,
description: “Philips 22PFH4000/88 22 Inch Full HD TV.”,
image: “http://argos.scene7.com/is/image/Argos/3917547_R_Z001A?$TMB$&wid=312&hei=312”,
link: “http://www.argos.co.uk/static/Product/partNumber/3917547.htm”,
fasttrack: “y”,
special: “3”,
price: 119.00,
quantity: 2,
regprice: 119.00,
discountamount: 0
},
{
id:3,
description: “Bush 32in HD Ready LED TV/DVD Combi White”,
image: “http://argos.scene7.com/is/image/Argos/4240031_R_Z001C?$TMB$&wid=312&hei=312”,
link: “http://www.argos.co.uk/static/Product/partNumber/4240031.htm”,
fasttrack: “n”,
special: “6”,
price: 169.99,
quantity: 1,
regprice: 949.99,
discountamount: 150
}
]

(Don’t worry about it looking techy – it is just a list of products and their associated info such as price, description etc).

This is a test API, a normal API would contain 1000s of products updating with new items and changing the product information.

Notice that two products are on discount; discountamount: 150 and discountamount: 10
and two products are viable as fast track; fasttrack: “y”
and also notice the stock level of a product; quantity: 10

All products have different information associated with them, and this information will change frequently. Content Automation allows you to reflect the different product information directly in the same image template. When this changes, such as stock level, it is updated at the time of open.

2. Build a live image template based on the content source.

Now you build how you want your live image template to look in the email. This is the size, layout, colours, call to action and more.

I’ve built the below live image template with each area connecting to corresponding data-point for a product item.

Data-feed-live-image

So, at the time of open, the live-image template takes the appropriate info for the product from the feed and updates the content of the image – live and instantly. So if the price above changed from £119.00 to £99.00 – it would be reflected automatically.

Using the Content Automation editor you can customize the exact layout of your live image. You can also add a call to action, and change font sizes, colours and more – you have the control.

3. Magical visibility rules

Now in step one, I asked you to note the following:

Two products are on discount; discountamount: 150 and discountamount: 10
and two products are viable as fast track; fasttrack: “y”
and also notice the stock level of a product; quantity: 10

This information on a product changes from product to product. How do you represent this in the same image template? Easy, you use visibility rules. Visibility rules allow you to show or hide image information based on data in the feed. For example, if I want to show the number of items left in stock when quality is 3 or less I do this with visibility rules.

The results is this:

If product 1  has stock quantity of 10. We have set the visibility rules to not show any stock level information or callouts:

ca1

If product 2 has stock quantity of 1. We have set the visibility rules to show a stock call out with the amount left:

ca3

If product 3  has stock quantity of 2. We have set the visibility rules to show a stock call out with the amount left:

ca4

This is the same image template repeated for 1000s of products automatically!

The final step – creating the Tag.

Now you have your automated live image-template you can create a TAG to add to your HTML. At this stage you can filter or sort what products to show in email based on other information in the feed. For example, only display products over £100.00 price:

screen-shot-2016-11-21-at-09-39-13

Unleash its power

This level of content automation has allowed brands such as ASDA, P&O Ferries, Holland & Barrett, save serious email time on their email build, and keep email constantly fresh and up to date. Automating email content this way actually allows you to start moving towards being able to send 1-2-1 personalized messages. Now I’m Kickdynamic CEO and Co-Founder so would say that, but don’t just take our word for it:

Asda has reduced email build time by up to 9-days per month by asda-200x200automating their daily alert email campaign resulting a signifcant impact on ROI.

“It is amazing that this project began as a response to a business challenge and now this Kickdynamic technology is LEADING THE WAY to automating our emails and getting us to true 1 to 1 personalization”

– Guy Smith, CRM Manager at Asda

poferriesP&O Ferries personalise and automate all content from from weather and blog sources to ensure the latest content is displayed in every email.

“We were thrilled the moment Kickdynamic explained the concept of Content Automation and took us through it the rst time. It has given us incredible flexibility and is quickly becoming our go-to method of getting live content into our emails.”

– Kim Valinder, P&O Ferries

It’s fully self-service, setup directly in the Kickdynamic platform no IT team or customisation required. No web cropping and therefore design flexible. Read more in the one pager.

Live Product Availability in Email for Black Friday

On shopping days as big as Black Friday it can be a toss up for Marketers. Do you fire out generic promo emails promising big savings on every product whilst stocks last, or do you take a more refined, product based approach?

Understandably you may be wary of taking a more product-centric approach. What happens when the products in your email sell-out for example? Chances are, that on high-volume shopping days, products promoted in-email will have a higher sell-through rate than usual.

To overcome the very real problem of promoting sold-out products you can leverage live data to provide a great customer experience. The case for only including available products in email is obviously strong. Those that click through are doing so because they’re interested in the product and possibly have an intent to purchase. Only including products available to buy at the time of open is going to drive revenue.

You can also drive product sales by providing open time product availability in email. Using an API, or other data source, pull in live product stock levels and the latest pricing, delivery and product information at every email open. Each time the recipient re-opens the email the stock level and product information will automatically update.

Here’s an example of a live product feed generating email images that are live at open time:

example-product-feed-live-images

Use layered visibility rules to create image layers for stock level callouts and discount stickers as required. As the data source updates with real-time availability, discounts, prices and available products, the images in the email will update at every open with the latest, up-to-date content. For example, you could show a live stock availability call out over an image when the stock level dips below a certain number. This stock availability is live at every open, meaning that products featured in your email will always be available to click through and buy. For example, show a stock call out sticker over the image when there’s only 10 left. When the stock level drops to below 5, change the messaging on the stock call out to introduce urgency, such as ‘Hurry! Only 3 left.’. If a product goes out of stock, we’ll automatically swap it, on open, to display the next available product. Likewise, all product information will automatically update too, so if the discount amount changes or the price changes throughout the day, the email will reflect these changes live too.

Here’s an example of live products with stock level callouts:

live-stock-example

Not only does using Open Time Content Automation give you to flexibility to promote products that are in-stock and available to buy at email open, it also enables you to automate much of the email content. You can create on-brand product images from a data source for your email without requiring any support or resource from your design team, perfect for those on-the-fly campaigns that you’re likely to need to send out as Black Friday and Cyber Monday unfold.

How many emails are out of date in your inbox?

As an email marketer I’m signed up to a lot of mailing lists. I receive emails from all of my favourite brands on a daily basis. Whilst I might not always open an email the moment it lands in my inbox, the chances are that I’m interested in the email content – if I wasn’t interested I would have unsubscribed. So, at some point I will open it.

What continues to amaze me as I monitor the email content of well-known and successful brands is how often, and how quickly, the email content goes out of date. Frequently, if I don’t open the email within a few hours of receiving it the content is out of date. As a result of the outdated content, I’m less likely engaging with the message from the brand as it’s no longer relevant – so there could be a lost opportunity.

Try it yourself.  Monitor the email content of 5-10 of your favourite brands. Leave the email un-opened for a few hours before opening it. See how often the content isn’t up-to-date or is no longer relevant.

Here’s some things to look out for:

1) Time sensitive offers that you’ve missed. This is a bit of a bugbear for me. I’ve lost count of the number of emails I’ve opened with offers that I’ve already missed. Emails promising ‘Sale now on’, ‘Extra 10% off until 12pm’ or ‘20% off everything’ are guaranteed to go out of date.

Take the email example below from Jack Wills, I opened the email after 12am and missed the sale, even though the message in the email said I had 12 hours left. A simple image swap rule, promoting different content, or even a different message, after the expiry and I may have clicked through. The same applies for the Yours Clothing example, if I open the email in 2 months time I’ll still see mid-season sale offers when they won’t be available, luring me into a false sense of security that I could get myself a discount on an early Christmas party dress.

Tip: Don’t give your email content a shelf-life! You spend a lot of time lovingly collating the content, designing, coding, populating and honing the emails you send. Don’t limit your email – make the content relevant whenever it’s opened!

2) The same applies for free delivery offers or next day delivery windows. Usually free delivery is limited to a short time frame, with the message content something along the lines of ‘Order by 2pm for free delivery’. Is that free delivery before 2pm every day? More often than not that isn’t the case. It’s usually a one time promo for a quick sales boost. Using timers and timed images around offer like this is a far better way to promote such time-sensitive offers. Add in the countdown to really drive the urgency.

3) This one is perhaps not quite such an obvious one, but it’s something I come across quite a lot. Often, the products listed in an email as being ‘new in’ are actually no longer the latest. They may not even be available anymore depending on how long ago the email was sent.

For opens close to the delivery date, this isn’t a problem. The content is pretty up-to-date and the products are probably still relatively new. However, if a recipient goes back 6 months and opens your email, the products in there are probably not available any more, and they certainly aren’t the latest. This is easy to solve though using ‘new in’ Open Time Content Automation. At the point of email open, pull in the latest new in products automatically. This means that the products in the ‘latest’ section of your email are actually new in, making it totally up-to-date, relevant and shopable content.

4) Price. Anybody that works in retail knows how quickly prices change. There’s often a disconnect between the price in the email and the price on the site when you click through because the price in the email isn’t updated at open time.

Really there’s no reason why your email content should every go out of date or be irrelevant – whenever it’s opened – be that 2 hours, 2 days or 2 months after it’s been sent. It’s not a great customer experience subjecting subscribers to old content and it’s so easy to avoid. Why give your email content a shelf-life when you can make it relevant over a prolonged period using open time technology? If you do use Open Time marketing, each and every time the email is opened the latest and most up-to-date content will display. This gives your emails far more longevity. It can be as simple as setting up a rule to swap to a different image once a sale has ended. Take the emails below; if both of these emails has automatically swapped to a different image when the sale has ended the content would have been relevant when I opened, whenever I opened, making me much more likely to engage.

 

Jack Wills Offer Email

I opened this a week after it landed in my inbox, however it’s still showing I have 12 hours left to shop the sale.

 

 

Yours clothing sale emails

I received this email but it gives no indication how long the sale is on for.

Dynamic Content 2.0

Kickdynamic Open Time Content Automation is the next generation of Dynamic Content for email. It gives you all the power of highly targeted and engaging content but saves huge amounts of time in set up, maintenance and management, leaving you and your team more time for marketing. Traditional Dynamic Content is a great concept – you can personalize email text and images down to the individual recipient level, using coding language provided by your ESP. This means that if John has browsed smart shoes last week and you have that information in your ESP platform, you can use Dynamic content to merge in some smart shoes in the email you send to him today. You can do this without creating loads of segments. Dynamic Content is particularly useful in transactional or triggered email. You need to go beyond Dear %%Firstname%% to get a good response to your email. So far so good.

So why doesn’t everyone use Dynamic Content in email?

Many marketers do use Dynamic Content, but it does come with a number of challenges, principally:

  1. Setting up Dynamic Content scripting and testing it can be a long process
  2. Maintaining Dynamic Content (keeping it up to date, repairing it when it breaks) is labor-intensive
  3. Dynamic Content can cause send out speed problems

Kickdynamic’s solution addresses all three of these issues by managing and creating and serving image content on a separate system (not the ESP), with its own management interface. So, the set up can now be done by marketers with no scripting knowledge. Maintenance is automatic, as data (such as pricing/products/blog content) can be taken automatically from a feed or website. Using Kickdynamic separates out the database activity required for sending email from the database activity required for personalizing content. This means you can send out highly personal email at the same speed as ‘flat’ HTML. This is particularly important when it comes to peak season for retailers and we are fighting for inbox real estate on Black Friday or Cyber Monday.

Furthermore, Kickdynamic’s Content Automation creates the content at the moment of open, rather than the time of send. This means that key information such as price and stock availability or offer expiry will be correct at the time the recipient reads the email. The content can also be adapted, in the moment, to the recipient’s context: to their device, place, time or weather conditions. Because the content is created at the time of Open, it can also reflect the most recent browsing behaviour, for example, products or categories browsed after the email was sent, but before it is opened.

Here is a useful summary of the differences between traditional Dynamic Content and Kickydnamic Open Time Content Automation:

Traditional Dynamic Content Open Time Content Automation
Content produced at time of send Content produced at time of open
Scripts produce personalized content for every single recipient Personalized content produced ONLY for those who actually open the email
Uses ESP scripting

Uses ESP database

Content Automation handled by Open Time image server, not ESP

 

Slows down infrastructure of ESP when sending because content production and send out use the same Database and infrastructure No impact on send out speed because all personalization handled at image level
Can personalize ‘system text’ in emails

 

Can personalize text in images but not ‘system text’
Cannot reflect offer expiry, latest offers, stock levels or price changes

 

Can be in complete synchronization with website on pricing, stock and offers, even once the email is in the inbox
Requires IT team involvement Can be done without IT team
Needs to be set up again if you move ESP You can take this from ESP to ESP with no extra set up
One time set up then send out requires no creative, coding or testing – only infrastructure management for speed One time set up then no creative, coding or testing – no worries about speed of send out
Bring in best selling products at time of send Bring in best selling products at time of open
Show recommendations based on browsing behaviour up to time of send Show recommendations based on browsing behaviour up to time of open