sending dynamic emails

Get Personal With Dynamic Emails

Custom messaging is the future of Internet communication.


Custom messaging, or dynamic messaging, is content that changes and is served on your website based on a visitor’s characteristics. Imagine going to a website and having only the product or service pages that most interest you being highlighted on its web pages. Or receiving an opportune email about the product or service you are the most interested in.


A lead visits your site for the first time? Provide them a white paper or an educational document about your products of services.  A visitor’s site visit history indicates they are ready to buy? Offer a quote or testimonial to close the deal.


Custom (dynamic) messaging is all about providing content that is personalized to a visitor, helping to increase online conversions.


In this previous article, SharpSpring’s Dynamic Landing Page feature is discussed. Today, we discuss SharpSpring’s Dynamic Email capability.


sending dynamic emails

gettyimages/ FeelPic

Dynamic Emails help to significantly increase conversion rates as we are delivering messages that are tailored to the recipient.


Dynamic Emails are single emails with contain content that changes based on information that we have on a lead. As an example, let’s use a lead who is interested in services that a Marketing Agency provides. These services could be Branding, Website Design & Development, Digital Marketing or Creative Services. When a lead shows an expressed interest in one of those services we can change the content in your email to be specific to that interest.


When the lead fills out a form on your site for more information on the service in which they are interested that triggers an automatic email to be sent from your automated marketing platform, such as SharpSpring. Using a Dynamic Email, we only need to create one email that sends to all leads who fill out the form – however the content within that email will be specific to the interest of that lead.
Not sure where to start with Dynamic Emails? Here are some ideas:


  • Use the contact field “Has an Opportunity”, and then create Dynamic Emails with variable content based whether or not the lead has an opportunity associated to them.
  • Lead Status – If a lead is a customer, email may point to our support forum or provide an email address for support or “Manage Your Account”. If the lead is not a customer, include an email segment that directs them to Sales.
  • Create a custom contact field called “Has Provided Review”. If a Customer has provided a review, then we show an email segment that points them to a “refer a friend” page. If the customer has not provided a review, we include an email segment pointing them to a review forum.




How A Mission Statement Improves Your SEO

me treeRecently I made a presentation to the Ottawa Chapter of SEMPO (Search Engine Marketing Professionals Organization). My talk was focused on developing your organization’s online presence — much lighter fare
than the other presentation that evening: a technical and data-driven presentation by Bing with their PPC Case Studies! (pretty cool stuff, btw)

One of the online mastery tips stressed the importance of remaining true to your brand and consistent in your core messaging. Some people picked up on this point and we discussed some of the challenges in maintaining an organization’s online brand. I’ve thought a little further about this, and below I’ve outlined some of the issues and how a mission statement can mitigate them.

In our digital world, branding at a corporate level is supported by many groups: management, staff, industry watchers, customers, and even the public-at-large. That allows it to leverage the online contributions of all these different groups of people, which can be a double-edged sword. On the positive side there are many people to carry the burden of monitoring, researching, blogging, posting, liking, pinning, tweeting, and so on, and so on…. However, on there are inherent risks as well, such as:

Many Individual Voices: Who wouldn’t want more people talking positively about their company and supporting the corporate brand? Harnessing the exponential networking power of the Internet is exciting and rewarding, but it also opens a vulnerability. All those voices are individuals, each with their own perspective and bias. Your organization may have little influence on what they say; how do you get all those voices singing from the same hymnal?

Varying Tones of Different Social Media: Not all social media “sounds” the same. Not only do some online social vehicles cater to different demographics, but people even communicate differently. With a short message, such as Twitter and many online posts and comments, the message can appear terse or flippant and easily be misinterpreted. So how does an organization ensure that the message is being communicated properly?

Focus of the Message: When corporate markets generate online content, they do so strategically. The topics are specific to the corporation’s product, service or industry, the tone is metered to resonate with the targeted reader, the messaging is supportive of the organizational brand, the language includes keywords to help organic search. An array of tactical decisions focus the message. How can management edit the myriad of messages being sent out by staff and the public?

The short answer to these scenarios is “you can’t.” And, you shouldn’t. The nature of the Internet is transparency and communication without boundaries. Corporations that try to micro-manage this are fooling themselves and endangering their relationships with employees and other stakeholders. Most corporations monitor and vet much of the social media and blogging activity. On their own corporate accounts they can delete or edit serious transgressions (but shouldn’t be altering posts simply because they don’t agree with them).

I’m sure there are other potential negative consequences as well (feel free to add your thoughts in the comments below), but I believe the point has been made: along with the upside of people supporting your organization brand online, there are several potential negative repercussions.

This is where your mission statement comes in. First. let me be clear that this is not a panacea. The most wonderfully worded mission statement will not insulate your organization from the potential harm listed above. However, here are some ways on which it can help:

Reflects Your Brand: Your mission statement is a reflection, perhaps even summary, of your brand. (If it isn’t, call me. Soon!) The statement should give the reader an idea of what your company stands for and why it exists. As such it sets the tone and provides context for online content written by others.

Philosophical Guidance: Understanding where an organization is coming from can better inform writers (and readers) and effectively guide blogs and comments.

Talking Points and Keywords: Strategically written missions include specific words and phrasing that effectively convey the desired message. They can therefore provide some actual wording and keywords for writers.

In order to have some influence, people need to know it. so it should be used whenever appropriate and easily found on your website. (Don’t bother checking our website, I know it’s not there. Our website has many serious faults and will soon be replaced.) In addition to promoting your mission statement, it would be wise to guide your corporate writers in how to produce good, readable content.

Organizations are now faced with the struggle of leveraging stakeholders to talk (blog, tweet, post) and promote the organization online versus the vulnerability of less control over their messaging. A well-worded mission statement that is effectively communicated can help provide context and guide the digital dialogue.

What is your take on the issue; are there aspects not considered here?