Dynamic banners in e-mail messages is new functionality in SALESmanago. The new option allows to place an area in every newsletter template, where system will automatically embed appropriate banner, on the basis of recipient’s behavioral data. This is an ideal solution if we want to enhance the adjustment of message content, especially when only a little part of the message is to be modified dynamically.
Each attempt to improve content and message sending time adjustment increases its effectiveness. Similarly to dynamic content on WWW page, such functionality can be adapted well to e-mail messages. In the case of WWW page, it’s as simple as placing appropriate “<div>” and paste additional parameter to monitoring code. With e-mail messages, it’s even simpler. Just find the best space for a banner and submit code generated by SALESmanago into html code:
What’s important, we’ve got two codes: one is for banner picture and the other is for linking/clicks.
How to set automatic banner tailoring to the recipient profile.
Automation rules in SALESmanago are in charge of this. Taking advantage of set of events and conditions, we can display appropriate banner to certain person. The banner will not only appear on WWW page but will do the same in emailing. In the situation, when contact haven’t performed any activity and the rules didn’t match a banner for him, default banner previously defined by the system, will appear in the message.
4 ideas to utilize new functionalities
– banner tailored to contact status in CRM
Using contact status: potential client, client or partner, we can automatically display different banner to each of those persons. Therefore, completely distinct message will be received by someone who already made a purchase with us and another one will be received by a person coming close to purchase decision.
– banner tailored to contact interest segment
SALESmanago automatically segments contacts on the basis of their behavior. This way, persons interested in similar subjects or groups of products will get to the same group and in the newsletter they receive they will see banner tailored to their interests.
– banner tailored to sales campaign stage in B2B
In the sales process in B2B, often supported by Lead Nurturing, it’s essential to tailor information sent to the stage it is at particular moment. Moving down the sales funnel to more and more advanced stages, potential client requires more and more expert knowledge. A simple relation between displayed banner and the stage contacts are at, will allow to send them most useful and desired knowledge, for example information about new e-book or report.
– banner tailored to client purchase activity
Using transactional data SALESmanago system can automatically segment clients into three groups. Those buying more and more, buying less and less and those keeping fixed purchase level. Such segmentation can be used to display suitable banners. For example, persons with decreasing purchase activity can see ‘additional discount’ banner and those most regular can see loyalty program info.
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