How to Use a Stage-Based Tone and Dynamic Content for Marketing Automation

By Mathew Sweezey

You need to learn to write in the correct tone and include relevant points of interest to your marketing automation leads, so use the stage-based concept of lead generation. Each stage has the goal of getting the person to the next stage, and finally to the marketing qualified leads stage.

  • Stage 1: When working with early-stage leads, try to keep the subject lines light and personal, with no company branding in them.

  • Stage 2: In this stage, people are more educated about your product and have engaged with you before. Try to use subject lines that help reinforce their interest, but do not push your product.

  • Stage 3: Now people are about to set up demos, so you can push the reasons that your company/solution is better in your subject line.

When nurturing a person through her interest in your product, you can add something of particular interest to her to make your messages even more relevant. You can use dynamic content to add words to your subject line or the body of your email. Dynamic content easily allows you to add specific interest based on a person’s behavioral data.

This feature works like a mail merge field, whereby the email looks at a specific field in the database and populates it with whatever lives in that field. The following shows an example of dynamic text within the email.

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Most people think that dynamic content saves them the time of having to create many different emails. This belief is false. Both ways require you to create the same content, and both ways require the exact same testing. So you don’t reap a large time savings on creation; instead, you gain an easier way to manage very complex sending requirements.