For media and publishing industry email marketers – heck, for all email marketers – it’s essential to personalize emails in order to keep subscribers interested and active.
One of the ways you can do this is by establishing parameters to automatically pull the most popular content on your website into your emails. By tracking click behavior, you can update your emails with news stories based on how many people clicked or shared those stories.
Content Automation with XSLT-GET Tags
You can use XSLT-GET to pull content into Articles. Specific language in the XSLT-GET tag directs the Smart Marketing Engine to pull content from your website based on click behavior. You can also set up formatting and display directions inside an Article so the content fits with the layout of the rest of your email.
Instead of manually inserting advertising content into your emails, update them automatically with XSLT-GET. You’re able to write tags for this feature that pull content into your specified Article based on recency of the ad or how frequently it was clicked. You can also personalize the ad. Create an XSLT-GET tag that automatically pulls an ad into an Article based on a subscriber’s preferred content categories.
Suppose you have a Top Story you want to appear in all your newsletters. It can be automatically pulled into an email template using XSLT-GET. The tag content commands the website to pull only content labeled by you as a top story or most popular story. Because an Article contains this XSLT-GET tag, it can be used in multiple emails you send.
Conversion Tracking: Keeping an Eye on Browser Behavior
When subscribers visit your website, there’s more than likely content to which they gravitate most. Take advantage of browser behavior to discover this information and to customize emails that are most relevant to your subscribers.
Conversion Tracking in the Smart Marketing Engine is the best way to do this. The first step is attaching Conversion Tracking pixels to your landing pages. Those pixels send subscriber browser information to a custom subscriber field. This field displays the tracked clicks through a numeric value and/or category date.
This allows you to automatically update your email with content a subscriber looks at most frequently or content they’ve viewed most recently. The information from the custom field ties into an XSLT-GET tag in an Article, which is then included in your email template.
This blog post was taken from The Email Marketing Crash Course for Media and Publishing. To learn more about content automation, conversion tracking and Articles in the Smart Marketing Engine, download this resource now!