Personalisation & dynamic content

"Hello Mrs Meier" is not personalisation

The first name in the subject line was progress fifteen years ago. Today it is the bare minimum, and it changes nothing about the fact that the same message sits underneath it for everyone.

Real personalisation means the content is different. The new customer sees an introduction, the long-standing customer an offer. The customer in Geneva sees prices in her language and dates near her. Whoever already bought the product no longer sees advertising for it, but accessories.

Caymland M4 does this across every channel, automatically.

In emails

• Values from the contact profile anywhere: name, company, customer number, contract end, score, account owner. Every field, your own ones included.
• Whole sections shown or hidden depending on a condition. One newsletter, three audiences, three different middle sections.
• Fallback values, so a gap or a technical placeholder never reaches the recipient.
• Language versions, chosen automatically by the contact's language.
• Personalised links and QR codes that recognise the recipient on the destination page.

On your pages

The same landing page can look different for every visitor.

• Dynamic content blocks swap depending on who is reading: segment, score, stage, origin, past behaviour or fields in the profile.
• Default content for the unknown, so the first visit works too.
• Overlays and call-to-action areas that appear for particular visitors instead of interrupting everyone.
• Recognition after the click. Whoever arrives through a link from an email, a letter or a QR code is recognised, and the page adapts.

In print as well

Personalisation does not stop at the screen here. Letters are produced from the same data with the same logic: individual salutation, individual content, individual QR code. That makes the letter measurable too, and keeps the way back into the digital open.

It measures itself

For dynamic content you see which variant was delivered how often and how it performed. "We think variant B is better" turns into a statement with figures behind it.

Complemented by A/B tests, with which you run subject lines, content and whole pages against each other.

Relevance is also restraint

The underestimated part of personalisation is leaving things out.

• No advertising for a product somebody bought last week.
• No new-customer promotion to a customer since 2011.
• No appointment reminder to someone who cancelled.
• No third message in one week, because the frequency rule holds.

These are precisely the mistakes that make people unsubscribe. Avoiding them often works better than any additional campaign.

What this looks like day to day

The newsletter with one send. One edition, but long-standing customers, prospects and inactive contacts each see a different main section. One build instead of three.

The landing page after the advert. Whoever comes through a particular campaign sees exactly that advert's topic at the top, without anyone maintaining five page variants.

The contract reminder. The letter names the contract number, the expiry date and the account owner by name, and the QR code leads to a page that already knows those details.