• by Jess Nelson , February 8, 2018

Brands that incorporate dynamic content into their email marketing campaigns send an average of 60% more emails when compared to brands that don’t, according to a recent study by email competitive intelligence company Notablist. 

Dynamic content in email is marketing copy that automatically changes depending on the end user, thus enabling marketers to deliver more personalized content. Examples of dynamic content could include the incorporation of a subscribers’ name into an email, their birthday, and/or their geographic location. 

The marketing automation component of dynamic content is what differentiates it from list segmentation. Marketers deploying dynamic email campaigns can send one message that automatically optimizes for every single subscriber, as opposed to manually creating and deploying multiple campaigns based on each segmented list.

While the average brand sends five email campaigns a month, companies leveraging dynamic content are sending campaigns at a rate that doubles or quadruple that amount, according to Notablist.

Based in New York, Notablist is a business intelligence company for email marketers. The company maintains a database of nearly 30 million unique email campaigns sent by 500,000 brands over the past four years, allowing marketers to analyze the campaigns of their peers and competitors.  

Notablist tags every email in its database for any technology providers being used to send the message, fingerprinting emails for 250 marketing technology platforms. For example, Notablist can pinpoint what marketing automation systems and Email Service Providers (ESP) marketers are using to deliver their email campaigns.

For the purposes of their study, Notablist identified the 15 most common marketing technologies used by high-frequency email senders, as well as the 15 most commonly used technologies utilized by low-frequency email senders.

The results suggest that the technology used by brands is a significant indicator of their sending frequency.

PowerInbox was the most common technology utilized by high-frequency senders, according to Notablist’s study. Brands leveraging PowerInbox send an average of nearly 22 campaigns per month -- more than four times the average frequency.

Automation was a common theme for brands sending a high volume of email campaigns, with Criteo, PostUp, LiveIntent and DoubleClick rounding out the top five most commonly used technologies.

Similarly, certain technology vendors are associated with low sending frequencies in email marketing. The email technology most favored by low-volume senders include Mad Mimi, Imgur, MailJet, and My Emma, all email technology providers that cater to smaller organizations and companies.