Get dynamic content from all kinds of feeds

Dynamic feeds enable you to create campaigns with content that you feed into Globase from a variety of external sources (as opposed to 1to1 campaigns, where the content is created in Globase). For example, you can launch a campaign, in which you dynamically show products based on your customers’ buying behaviour, which is registered in your CRM/ERP system. Alternatively, you can incorporate content from your website in the newsletter you send out. This feature will save you a lot of time and effort since you will only have to edit your content in one location (your CMS). At the same time, this ensures that the content on your website and in your newsletters share the exact same tone of voice as well as the same look and feel, which helps empower your message and strengthen your brand personality.

Even here you can employ the Globase 1to1 functionality, in order to make sure, that your customers only receive relevant information.

L’EASY successfully implements dynamic feeds via Globase in their newsletter

As can be seen here to the left, L’EASY’s newsletter contains a short intro text in the left corner as well as three product features, which are created via dynamic feeds.

This means that prior to sending the newsletter, L’EASY has created a set of rules for what content is displayed to which customers in their newsletters. This set of rules could, for example, be built on specific product viewings on their website or purchase behaviour in their webshop, resulting in certain products being presented to certain customers in their L’EASY newsletter.

When, for example, John Smith has visited “Washing Machines” on L’EASY’s website and has clicked on, for example, more than three different types of washing machines, then John Smith meets the requirements of one of L’EASY’s sets of rules. These actions result in a relevant washing machine product offer being shown in John Smith’s next L’EASY newsletter. The email featuring dynamic feeds is built just as emails are usually built in Globase, but with a key difference that several empty slots are available where content from the dynamic feed is automatically inserted (see illustration to the left of template with dynamic feed merge code).

There are more or less no restrictions for what types of rule sets for dynamic feeds can be define ahead of time. Dynamic feeds are very intelligent in the sense that content in the newsletter is automatically built based on specific individual behaviour.