Podcast Interview: 'IMPROVE EMAIL ENGAGEMENT WITH AUTOMATED DYNAMIC CONTENT' with Doug Morneau

Well-known marketer, writer and podcaster Doug Morneau and I connected on LinkedIn. Two days later, we were both up at 7AM having a great conversation about marketing, email, visual communication and dynamic content for his podcast.

Excerpt:

“Tips on how to improve email engagement with automated dynamic content with Matthew Dunn

  • Campaign Genius is our latest project. And what Campaign Genius is it makes the visuals in an email do everything they possibly can.

  • A couple of years ago they noticed a shift where the top behavior for email of interest is “Save for Later.” So, where Campaign Genius plugs into that behavior for marketers is in allowing them to keep the offer fresh.

  • What we did for them was personalize every email image. The net difference was that the click-through rate on the A part of the campaign with personalized image content was 277% higher

  • “The visuals are the content,” right? In fact, from a psychological perspective, they're the primary content.

  • What I'm learning is that in companies of size, mid-enterprise and up, email's still the old step-child channel, despite it being, as you said, the most effective. The budget's still going to shiny new channels, and the old warhorse keeps plodding along and actually returning the best results.”

The entire post is here on Doug’s site - http://www.dougmorneau.com/podcasts/improve-email-engagement

Matthew Dunn