 single email that builds itself dynamically according to the if-then conditions.
We instantly recognized that, for HFV, we could construct a dynamic email according to a prospect’s area of interest. If a prospect chose independent living, we would present independent living content; if they chose assisted living, we’d provide assisted living content.
If IL is not chosen, but assisted living (AL) is, then a “full” AL response is provided, along with shortened IL content, and a paragraph on other services.
If AL and IL are not chosen, but memory care (MC) is, then “full” MC content is provided, along with shortened IL and a paragraph on other services.
If AL, IL and MC are not chosen, but rehabilitation (RH) is, then “full” RH content is provided, along with shortened IL and a paragraph on other services.
If AL, IL, MC and RH are not chosen, but skilled nursing (SN) is, then “full” SN content is provided, along with shortened IL and a paragraph on other services.
If Unsure/NA is the only selection, then “full” IL and other content is provided.
It’s worth pointing out that the rules call for the inclusion of independent living – HFV’s hero service – in every email, either in a lengthier full version or in a shortened version.
The “other” paragraphs simply mention whatever other services the prospect had not chosen.
With the rules established, our next task was cataloging the required content pieces. As noted, our approach called for “full” content pieces for each service, along with a shortened version for independent living, as well “other” pieces that referenced HFV’s other services, in varying combinations.
With the rules and inventory in place, we then wrote all the necessary content pieces. The “full” pieces were each several paragraphs in length. The IL shortened piece was a paragraph, as were each of the “other” pieces.
In addition, we wrote boilerplate introductory and closing paragraphs. The introductory paragraph included variable inserts that referenced the services a prospect chose, along with the prospect’s name in the greeting.
The email was composed to look like it was a personal email from Bruce Blalock, HFV’s Executive Director.
Once all the content was created, it was just a matter of programming the email. Biznet developers constructed an email that was a series of if-then statements that worked their way through the rules tree.
The highlights show the if-then statements. In the first case, the code is saying “if the recipient has independent living,” then show all the content that follows,” which is IL full and other #1.
The programming works itself similarly down the line through the content rules and, in this way, builds itself dynamically according to the recipient’s interests.
The beauty of this is that one single email can handle all the permutations of interests that might come in from the Contact Us form.
In all, nearly a dozen different emails are available via the dynamic email approach. A few examples of the finished product are shown below.
By using the advanced features of SharpSpring marketing automation, HFV was able to leverage one email to personally appeal to anyone who completed the contact form. Once this automation was in place, it eliminated the need for manual responses, yet allowed HFV to include information that was relevant to each lead.
Our future plans call for including links to deeper content and more urgent calls-to-action for the preferred areas of interest.
Until then, we and the client are more than happy with the results provided by the dynamic email content feature.
Jerry Fraeyman is a digital strategist and marketing technologist at Biznet Digital Agency. Biznet is a SharpSpring agency partner that specializes in digital marketing, marketing automation and website development.There’s no data that niacin in these concentrations in skin care products performs better than tretinoin (Retin A, Renova, etc) and a Vitamin C serum in the 10-20% range. You’ll very likely get better results with these two products. See them and the other wrinkle repair creams I prefer here. Hope that is helpful!
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