This Fantastic quote from Dan Grech of Trendeo in the latest Smart Insights 2017 email trends guide goes to the heart of why our Content Automation solution makes such a difference to email marketers lives. Do you spend Friday afternoon building the emails for the weekend? Do you spend days editing dynamic content scripts in your ESP interface? Does this sound like your working environment:
‘….juniors, freelancers, interns are extracting CSVs of personally identiable information about customers from one system, running some queries and cleaning, then uploading it to another system’.
Dan Grech p. 18 of Smart Insights 2017 email trends guide
Do you sometimes have to stay back at the office to re run an personalisation upload or manage the editing of an image because a price or offer has changed? Every single one of these examples of stressful, error-prone manual processes can be removed, yes removed, by using Kickdynamic Content Automation.
I find it frustrating that many thought leaders in email still ignore the manual work required for building content to match what we can now do with data. As this Smart Insights 2017 email trends guide shows in many places e.g. this from p.3
‘Alongside this evolution, automation and machine learning are further freeing the marketer from hours of data manipulation and analysis.’
Yes, in some cases, this is true. Some retailers have invested heavily in CRM infrastructure and are well down the track of the recommendations by Michael Leander, CEO of consultants GIDMA on p. 5 of the Smart Insights 2017 email trends guide
‘First, create a solid and committed strategy backed by top management. Next, aim to establish one data repository, a strong content and offer strategy aligned with the interests of the target audience across the customer lifecycle. The ability to track and use behavioural and transactional data, and automate certain processes along with a realistic view on which resources are required to get results.’
If you now have a CRM infrastructure that is capable of making meaningful product and messaging recommendations for your customers, you are in a very exciting position, you can move beyond segmentation. But, how will you create content that matches all those thousands of individual recommendations? You are used to creating one email or maybe 4 variants for 4 different segments. Now, you need to be able to slot in content for thousands of variables. You need more than a ‘strong content strategy’ you need a content automation solution that allows you to match up relevant live content with those customer recommendations. Even if you just want to move beyond 4 segments to 8 segments, you will need to change your approach to content building. It needs to stop being a manual process.
When we think of building automated content – we think of production recommendations, right? There are lots of solutions that will produce a strip of products, based on best sellers, for example. This is not what we mean. Sure, automating the right product images is important, but you also need to automate soft content like blogs, recommendations, social content and so on. For example, look at how P&O Ferries has used Kickdynamic to automate soft content in their emails.
Kickdynamic image tags build images for email live at the time of open. Kickdynamic can build images based on results from an API query, or product feed, live at the time of open. By simply merging a customerID into the Kickdynamic image tag, Kickdyanmic can submit that ID to an API, live at the time of open and receive recommended Products as a result. Kickdynamic can then build personalised images for each recipient at the time they open their email. We recommend replacing a static mail merge for all recipients at time of send (current process) with Kickdynamic tags building images via an API query or from a product feed. This also opens up possibilities for using Browse data to match recipients with products they will be interested in and to prioritise products displayed, based on conversion rate.