There’s a feature in dotMailer which is getting a lot of attention from our sister ecommerce solutions company, dotCommerce. It’s known as External Dynamic Content, and it empowers you to send large chunks of personalised, real time information in your campaigns.
You’re probably used to sending campaigns with small amounts of personalised information. So you might have a customer’s name, and perhaps you even use our nifty dynamic content feature to personalise content for groups of contacts. But what if you want to send a campaign to thousands of people, with a completely customised segment of HTML that changes for each recipient.
And that’s exactly what dotCommerce are doing. Their clients like to send newsletters along with some product ideas; and dotCommerce’s clever recommendation engine knows exactly what each customer might like to purchase next. So while I might get a newsletter along with discount offers on swimming trunks or a snorkel, you might get offered skis or a jacket.
To make it work, just ask your developers to set up a feed on your backend system (whether it’s CRM, eCommerce, etc.) that outputs the relevant personalised HTML. Then, you can put a marker in your campaign as follows:
<!– EXTERNALCONTENTMARKER: http://example.com/examplefeed.php?email=@EMAIL@ –>
When your campaign is sent, we’ll read that URL for each email address you send to, and embed whatever HTML your server returns. Everyone gets their own carefully personalised version of your campaign.