What exactly is Dynamic Content? How does it work with Infusionsoft CRM? While many business owners and marketers are using email marketing to nurture and keep connected to their contacts, most are just sending the same email drip sequence to everyone on the list.
What if you want to vary the content in the emails according to tags, or field values? This would enable you to tailor emails to personas, categories like industry type, stages in the sales funnel, joining dates, and many more exciting possibilities.
This is where Dynamic Content with Liquid, can make your email look so much more personalized. In this article, we will figure out how Dynamic Content helps you with your emails in Infusionsoft.
Know the topic that we will have today here:
- What exactly is Dynamic Content?
- How does Dynamic Content Work?
- Code Examples
What Exactly is Dynamic Content?
It is a web-page content or an email content that is capable of adapting to the behavior, preferences, demographics, and interests of the user. This kind of content is personalized with the data you collect. The ultimate goal is to deliver engaging and relevant content for your clients or contacts.
There are three ways of how dynamic content change:
- In-session Behavior– it adapts its content based on the pages the user visits, the products that they add to cart, and how long they stayed in the site.
- User Data– it changes its content based on previous purchases of the user, customer lifecycle, and past engagement with your marketing.
- User-Characteristics– the content adapts based on demographics such as geo-location and buyer persona.
It’s exciting for business owners to see Dynamic Content become available in emails in Infusionsoft finally. It will give you an advantage in personalizing and segmenting your emails for your leads.
With the help of Liquid, you will have access to filters, conditions, and allow you to determine different texts and images from different segments or personas. With that said, there will be no more klunky decision diamonds to achieve the same result.
It opens up a lot of possibilities in email segmentation and bringing Infusionsoft email functionality back on par with other email marketing software like Klayvio and Campaign Monitor. Bearing in mind the complexities of the Campaign Builder, and other moving parts, this is a major upgrade to Infusiosnoft’s email capabilities.
How Does Dynamic Content Works?
Well, we used to have big decision diamonds to create different personalized email messages based on:
(1) Personas – these are archetypal characters that are designed to represent various users (e.g., SME owner, Marketing Manager, Sales Manager) in a targeted demographic, behavior set, or attitude that can use the brand, products, and even the website.
(2) Data in fields – it is a field in the software where you can input or store data such as emails, interests, industry type, addresses, phone numbers, and the like.
(3) Buying history – it is a list of orders previously made by the users/customers including key information such as total # of orders, delivery dates, and others.
(4) Data tags- these are texts that enable users to assign/attach NBTs (named binary tag) for particular elements or entities such as customers, subscribers, users, and the like.
If there are many conditions, it could end up like this:
Using Dynamic Content in the emails, you will no longer end up crafting lengthy conditions. Instead, you will have this one:
How awesome is that!
The only challenge here is you have to be some sort of a programmer to understand the way to code them. It’s not difficult for people with an engineering/computer programming background but will prove to be challenging for those who don’t have that kind of background. Or else, it will give you a headache just by looking at formulas.
Terms to Remember
Liquid codes have three categories which are Objects, Tags, and Filters.
- Objects are Fields, Tags, or even Orders objects in Infusionsoft by KEAP. It tells Liquid where to show the content, and is denoted by {{ }} or [[ ]], double curly or square braces.
- Tags (not referring to Infusionsoft tags) create the logic and control flow for the templates. It is denoted by curly braces and the percent sign: {% and %}.
- Filters have the ability to change the output. It’s used to alter an output data based on the matrix you want to have, and it can be seen or represented by the pipe character “|”.
A FEW EXAMPLES NEXT (WARNING! You may get progressively concerned about the complexity of writing this code yourself. Fear not, you can always get help www.martechva.com, starting from $15/hour. Get a quote to code your emails)
Code Examples
Below are some of the basic codes that you will encounter using Dynamic Content in Infusionsoft Emails.
Example 1 #
What you write: {{ contact.firstname }}
What is displayed: Christopher
A contact name is an object in Infusionsoft, with a table of fields. You can see in fields what are available for each object in the Table Schema. Custom Fields are denoted with a “_” before the field name, example:
{{ contact._IndustryType }}
Example 2 #
What you write: Hi {{ contact.firstname | default: ‘friend’ }}
If firstname is Christopher, then
What is displayed: Hi Christopher
If firstname is empty, then
What is displayed: Hi friend
This is absolutely a game-changer. This type of condition/coding allows you to have a default text to fill up the gap of an empty data field. It enables you to create a non-robotic message to your leads(depending on the default text you set). In the past, we had to make sure all first name fields were properly populated to avoid blank entries.
Example 3 #
Control Flow Tags
Say you would like to have a different statement based on a field value like revenue this could be persona-based or field data. This allows you to create a more dynamic logical condition using field value and interactive output you would like to have.
{% if contact._revenue > 1,000,000 %}
Displays: With a large organization like yours, growth may come at the price of messy data. Data is your new currency.
{% elsif contact._revenue > 250,000 %}
Displays: In SMBs, getting to the right customers at the right time is key.
{% else %}
Displays: In a micro-SME like yours, every lead counts. Poor follow up is lost revenue.
Excited to learn more about these logical conditions? Get a free trial from Liquid and experience multiple possibilities you can apply for your email marketing.
Example 4 #
More Control Flow Tags
{% if contact.email1.address contains ‘@gmail.com’ %}
<a href=”https://help.keap.com/help/gmail-sync”>Gmail sync for Keap </a> captures the email communications in Gmail into your contact record.
{% else %}
<a href=”https://help.keap.com/help/gmail-sync”>Gmail sync for Keap </a> and <a href=”https://help.keap.com/help/microsoft-sync”>Microsoft email sync </a> for Keap captures the email communications into your contact record.
{% endif %}
As for this kind of control flow code, it enables you to automatically record/capture certain data that fits your condition. This significantly saves you time and effort on manually scouring each data figuring which one to keep or not.
For example, you want to keep all email addresses that came from Gmail. All you have to do, to set up a control flow tag like the one above and set up the condition that you want.
Example 5 #
Grab System Fields for Dates
{{ today.date }} 2019-08-13
{{ today.date | short }} 8/13/19
{{ today.date | medium }} Aug 13, 2019
{{ today.date | long }} August 13, 2019
{{ today.date | full }} Tuesday, August 13, 2019
This also works for custom dates in contacts.
{{ contact._subscriptiondate | full }} Tuesday, August 13, 2019
This will solve the issue of dates fields appearing as 08/13/19. In addition, you can also add formulas to dates! Like this one below:
{{ contact.subscriptiondate | plus_days:14 | full }} Tuesday, August 27, 2019
With this function, you can add a number of days from the current date to reveal a future date.
Use cases:
“ Your special offer will expire on xxxxx “
“ The Super Early Bird price ends XXX”
There are tons of possibilities if you know the entire Liquid library of codes available for you to make your email sing and dance. You can read all about liquid codes here.
OR you can get us to code for you !!! (Get a quote to code your emails starting from $15/hour)
Example 6 #
Case Statements
Hello Contact.Firstname,
Date.DayOfWeek
{%capture day%}{{‘now’|date:’%A’}}{%endcapture%}
{%case day%}
{%when ‘Sunday’%} Check out our Sunday specials!
{%when ‘Monday’%} Check out our Monday specials!
{%when ‘Tuesday’%} Check out our Tuesday specials!
{%when ‘Wednesday’%} Check out our Wednesday specials!
{%when ‘Thursday’%} Check out our Thursday specials!
{%when ‘Friday’%} Check out our Friday specials!
{%when ‘Saturday’%} Check out our Saturday specials!
{%endcase%}
Instead of an if and elsif statement, we can use the “capture” function and Case Statements to display different outputs. You can use “when” in place of “if” then “elsif”.
Final Thoughts
With the release of Dynamic Content in Infusionsoft, it enables you to create a much easier personalized email to your leads. Though you have to learn some basic coding to integrate this, it will be worth the effort to boost your marketing strategy.
