The more relevant the content of your newsletter, the more effective it is. You can segment till the cows come home, or create a newsletter for each target group, but that is quite time-consuming.
If you have Spotler Automation, there are two ways to apply dynamic content.
But what exactly is the difference? And when do you use a dynamic list and when do you use interests fields?
Dynamic content based on a dynamic list
Each content block is linked to a dynamic list. This means that the content block will only be shown to the contacts that are in the relevant dynamic list. Create a distinction between your dynamic lists through interests, demographic and geographical data, behavior, etc.
You can read more about how to create a dynamic newsletter in the Dynamic newsletter step-by-step plan.
Dynamic content based on interests fields
Each content block is linked to an interests field. This means that the content block will only be shown to the contacts who have ticked the specific interests field.
An interests field is a unique database field in Spotler. By default, all interests are ticked for each contact. The contact can check and uncheck interests themselves through a Change profile form.
Writing a newsletter based on interests fields is what we call a 'Customized newsletter'. This is also possible with Spotler Professional and you don't need to have Spotler Automation.
The main difference between dynamic content based on a dynamic list and dynamic content based on interests fields, is that a dynamic list can consist of multiple selections and of multiple conditions. Suppose you have the interests:
- Indoor plants
- Outdoor plants
- Patio furniture
In interests fields, these are options that a contact can check and uncheck. Dynamic lists allow you segment even further, for example, all women who like indoor plants, or all contacts from Rotterdam who are interested in patio furniture.
Another big difference is that in interests fields, all interests are initially ticked. In this example, a contact is interested in both indoor plants, outdoor plants, pots and patio furniture. Whereas with a dynamic list, you would have had to have asked to find out this information.
If you don't know that much about your readers yet, it's easier to use interests fields in the beginning. Building profiles takes time. And not all readers complete their information like they should. If you use interests fields, you flip the profile enrichment around. Initially, you assume that the reader is interested in all the information. Over time, they can uncheck interests using a Change profile form.