We take a look at new kid on the block, dynamic email. What are they about? How do they work? And how are brands like Nike and Amazon making the most of them?

With 56% of people unsubscribing from emails because they’re irrelevant it would seem static email just doesn’t cut it any more. In a world where our shopping experiences, and come to think of it, our lives are increasingly personalised, it makes sense that emails should be too. Dynamic emails allow brands and marketers to take what they know about their subscribers and target their email recipients with different content.

We’ve already seen the value of personalised email from remarketing with which brands have seen an increase in conversion rates of up to 28%. Using data such as demographics, preferences or behaviour, marketers can turn their emails into relevant, personalised brand touchpoints.

Andrew Robinson from contextual marketing specialists, Kickdynamic says, “Retailers generally see an uplift of 6-12% in their click rates when using open time personalisation. In one particular trial we saw a difference of 36% in the revenue coming from recipients who received the live images against the control group who had the static version.”

Let’s talk about the data

There are two key data sets commonly being used for personalisation – demographics and behavioural data. Where marketers can already segment based on demographic data, dynamic email allows them to take this a step further.

Nike – Nike harnessed this demographic approach to great effect with their product update email. Sending a single email campaign, Nike used their demographic data to customise the image and copy for men and for women. In doing so they were able to efficiently showcase their products to a targeted audience.


Amazon – when it comes to harnessing behavioural and transactional data, Amazon’s executions are seamless. By pushing out emails with product recommendations based on past browsing and purchase behaviour, they are able to capitalise on their huge volume to cross and upsell.

How can you make it work?

First off, data – the more the merrier. Compiling as much information as possible about your subscribers will help to make content more specific and in turn, make the subscriber feel more like you’ve understood them. Start by encouraging your users to share their preferences when signing up. Pinterest do this really well by providing users with a series of suggested subjects which allow them to narrow down users’ interests. The other key of course is testing. Take the time to test thoroughly and to make sure the correct content is getting to the right subscribers.

Dynamic emails are all about relevance. It not only makes subscribers feel like you’ve understood their interests, it helps build a sense of familiarity and loyalty. By connecting with consumers through dynamic content emails, statistics have shown that marketers can generate open rates as high as 73%, improve click-through rates by 14%, and conversion rates by 10%. Needless to say, this new kid on the block is making a huge impact in the world of personalisation and becoming more connected with your customers. It’s one to look out for in the future.