The Power of Dynamic Images in Email Personalization

By: Sarah J Flynn | May 11, 2021 | 3 Min Read

Personalized copy and content are highly effective at targeting consumers.

That is why many brands are now seeing the benefits of using dynamic images in email campaigns. This is no surprise; personalized images for email campaigns can increase engagement and click-through rates by up to 29 percent.

The team at LiquidPixels understands the value of personalized imagery, which is why we developed our own approach to combining dynamic imaging and email. Read on to find out more about how Real Time Inbox™ with LiquiFire® OS can maximize the impact of your emails.

The Growing Need for Personalization

Email with personalized content is not new—marketers have capitalized on targeted content for years, and marketing automation platforms deliver email with ease. However, as the world continues to progress, the need for more personalization only grows.

In a Smart Insights blog, Joolz Joseph FCIM, an email marketing consultant and marketing motivator, provides her insights on the increasing call for email content personalization:

“…As consumers we are looking for a more personal connection with brands, and finding ways to create that connection is key for marketers. Being genuinely interested in your customers will pay dividends long term.

This means sending more personalized emails, and I don’t mean ‘Hi Joolz’ at the start. Whilst these types of emails can be the most difficult to deploy, especially for smaller businesses, they are also the most effective and always worth the effort. Think dynamic content; behaviour based segmentation; the utilisation of Artificial Intelligence—approaches that have shown to be successful for bigger brands and are almost expected by consumers. If you are not getting personal you are not connecting. So get personal.”

The value of targeted campaigns is well understood and text personalization is commonplace. The next step to true personalization is introducing dynamic images in email that are automatically tailored to the recipient.

However, current email solutions fail to give marketers the ability to produce individualized images. The typical solution is to manually create a series of custom stand-alone photos along with multiple email campaigns to deliver them.

Static images—the conventional approach—fail to truly target each individual recipient, defeating the benefits of automation. There is only one answer: brands need to add personalized images in email campaigns.

Emails Tailored to the Recipient

Real Time Inbox with LiquiFire OS offers the power of dynamic imaging in email. Email campaigns can use true, on demand dynamic imaging—customized and personalized images for email campaigns that target each recipient based on their profile and interests.

By leveraging the power of LiquiFire Image Chains™ directly within email templates, you can finally deliver unique images along with your targeted content. Real Time Inbox with LiquiFire OS creates and delivers a new image—generated on demand—the moment an email is opened.

Images can change based on geographic information, data such as product stock, pricing, or availability, items a customer previously viewed on a website, personal preferences, or current events. Brands no longer need to take a broad, one-size-fits-all approach. Personalized images in email become the norm.

Real Time Inbox with LiquiFire OS email campaigns are driven by data to tailor images to each individual recipient. You can visualize low inventory levels or include product images from an abandoned shopping cart. Rather than manually create static content in an image editing environment, generate individually targeted, dynamic images in email, on demand.

Here’s how it looks.

The Ordinary Approach:

The Dynamic Imaging Approach:

Dynamic Images in Email with LiquiFire OS

LiquiFire OS offers rich imaging capabilities, such as:

• colorization,
• texture draping, and;
• advanced typography for true image customization.

Real Time Inbox with LiquiFire OS is a cutting-edge way to combine dynamic imaging and email. For example: create an email campaign featuring a customer’s favorite shirt, in their favorite color, with the fabric of their choice, with their own personal monogram stitched onto the product—generated the moment the customer opens their email.

Integration is also effortless, and so is data retrieval. Data-driven email campaigns can retrieve assets from many sources, including cloud services like Amazon S3. The data can also be retrieved via JSON, XML, or directly.

Tap into your existing assets with minimal effort: make your data work for you.

Static imagery is a relic of the past. Email no longer has to rely on a catch-all approach. Instead, product imagery can be customized to every consumer—instantly and on demand. Dynamic images in email is the future of customer email marketing, and companies must implement it if they want to stay competitive.