Why content blocks are the only way to structure your emails

 In Digital Marketing, Email
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Today, so much of your brand’s email marketing success gets tied to customer engagement.

The brands that kill it are those who get people to open, click, and convert. But, a lot of times, that’s a lot easier said than done. 

One key trick of the trade we know makes a huge impact on customers is personalization. When they crack open their inbox every morning and see a million new emails, there are likely only a select few that stand out. You want to be one of those. 

The more personalized and dynamic your emails are, the better your chances of standing out in a very crowded inbox. 

But, when it comes to getting super personalized, there can be a problem. It’s a real pain to change the back end of your email designs. Taking the time to code all the snippets you need to personalize your customer’s emails can take time. 

Unless you’re using content blocks.  

With content blocks, you can structure your emails so it’s easy for you to make changes and still gives your customers the personalization they demand.

Let’s take a look at why this is a big deal.

Use your data

Your brand has a ton of available data on your customers, just ready to go when you want to use it. You’ve got information on everything from their browsing behavior to where they live, what they love to buy, and even how far away they are from the next tier in your loyalty program. 

All too often, brands aren’t using all of this data to make a difference in their emails. However, with the treasure trove of information right at your fingertips, you want to use as much of it as possible to help personalize your emails. 

Content blocks are a way to do that. 

You can make your emails stand out easily, by dragging the data you have on your customers into your content block images. 

Check out the image above. With a simple click and drag, no code necessary, you can send out a personalized email to your loyalty program members. In that email, the moment they open it, they will get real-time information on exactly how many points they have. 

Extrapolate that out to all the other ways you can use data for this kind of information sharing. You can highlight specific products to customers who have browsed them to show they are on sale. Or, let customers in a particular geolocation know what’s happening at their local shop.

Automation made easy

Content blocks also make designing your emails a breeze. With dynamic email content, you can drag and drop the blocks you want to create eye-catching emails quickly. 

Take a look at the example above. 

This email has a ton of personalized information spread across three content blocks. 

At the top, you can see an email notification bar. This block can be a marketer’s best friend. Add it to any email, and you can turn a traditional sales email into an abandoned cart, shipping notice, or loyalty update email at the same time. And, even better, the notification bar has personalized information for each reader. 

You can add more of that personalized data you want to share with your customers in the hero content block. Use it to highlight loyalty points or let customers know about an upcoming sale at your brick and mortar shop in their neighborhood. The same is true with the body block, use it to entice your customers to click and see your conversion rates grow. 

Another cool feature of content blocks is you can update the information live, whenever you want, without worrying that your customers are getting the wrong emails. With moment-of-open technology, your emails will automatically update to the most up-to-date real-time information every time your customers open their emails. 

That saves both you and them a ton of time. When your customers don’t have to continually search their inbox or your website to find basic information, it makes them a lot happier. 

Focus on the customer

Today, customer experience matters more than ever. You want to build a long-term relationship with your customers that sees them coming back to you repeatedly. So, you want to do everything you can to give them personalized information that engages them and gets them ready to buy.

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