Bring Life To Your Email Campaigns: 5 Tips For Live Email Content

To get the biggest bang for your marketing buck, invest in channels that consumers prefer most. While email marketing is often neglected in the face of trendier marketing channels, consumers still heavily rely on it. A recent study by the Economist Intelligence Unit found that consumers ranked email as the most important channel for both pre-purchase and post-purchase information.mail-email-icon

So how can you spice up this tried and true marketing channel? With dynamic, real-time email content, you can ensure higher levels of relevance. Check out these five types of live email content and how to incorporate them in your next email campaigns.

5, 4, 3, 2, 1… Go!

Have an upcoming event or limited-time offer? Count it down! Adding a digital timer to your emails that indicates how many weeks, days or seconds are left adds a sense of urgency to your promotions. Daily deal sites commonly use this tactic to give consumers an incentive to shop, but the countdown timer can be used for much more than sales.

Next time your email contains time-sensitive information — such as voucher codes or information on an upcoming event — include a countdown clock to add immediacy. Not only will it increase engagement, but it will also add a visual touch to your emails.

Location, Location, Location

Take personalization up a notch! According to a recent survey by the EIU, 66 percent of consumers are jaded by superficial attempts at personalization. So when customizing content, make sure that it matters!

Customizing email messages with location-based information is a great way to create content that users can use. Use data to tell recipients how many miles away they are from your nearest store, or include a map with directions. Applying location-based technology encourages repeat and first-time visits, and it attracts online visitors to your physical store.

To enhance location targeting, use it in combination with existing demographic information. Coupling a recipient’s location data with past transactions and browsing history can help marketers accurately target campaigns and yield higher returns.

Know Thy Device

iOS or Android? You better know the answer! As users increasingly use mobile devices to read email, marketers must adjust accordingly. Knowing what device and operating system your subscribers are on can help better tailor design elements and content for greater campaign success. Have a mobile app for your brand? Add a device-specific link to drive downloads and make it easier for users to engage with your brand.

Bonus points! Targeting emails based on users’ devices allows for more efficient marketing automation, which can cut costs and help reach a larger consumer base.

Put Your Best Image Forward

Increase your click-through performance by displaying your best performing image. Set it up so you can automatically split test images and determine in real-time which one generates the best response. By including the image with the highest clicks you’ll optimize engagement. Typically the best images are simple, contained to a single column and are properly spaced between other clickable elements. But don’t just take our word for it, test it out!

Sunny And 75

Is there a stint of sunny weather in your city? Target subscribers in your area with a deal for sunglasses or swimsuits! Showing predicted weather conditions at customers’ current location allows marketers and brands to offer relevant products that accommodate the elements. Knowing the weather can help target users with suggested products or services. Retailers, such as Home Depot and Lowes, could use information about an upcoming heat wave to recommend products like fans and air conditioners to subscribers in that area.

Ultimately, what it comes down to is delivering customers with content that resonates with them. While email is one of consumers’ most preferred marketing channels, they move through their inboxes quickly and seek out information they need and want. By tailoring content in real-time you’ll offer the most relevant information and stand out in crowded inboxes!

Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.

Related Topics: Channel: Email Marketing | Email Marketing | Email Marketing Column


About The Author: is the senior director of product and corporate marketing at Lyris, Inc. She is an award-winning marketing leader with more than 14 years of experience building and managing effective marketing organizations.

Sign Up To Get This Newsletter Via Email:  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • lauralouise90

    Target, Target, Target is what I’d stress for email marketing and actually all marketing in general… if you target well you’ll escape the dreaded Gmail tabs and go start to the priority box. Laura @ Baker Goodchild Direct Mail

  • Rishikesh Somshetti

    Angie, Interesting article. I understand the ‘device’ issue can be solved by using ‘responsive templates’.

    NetGains Technologies Pvt Ltd


Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!