Proofing Dynamic Content
As campaigns get more sophisticated, dynamic content or content personalization are becoming crucial components of effective email campaigns. Unfortunately, reviewing dynamic content in email can be a very tedious job. Imagine sending 10-20 versions of your email to stakeholders containing the combinations of content blocks to review. Getting feedback can become a time consuming, error prone and confusing affair
With Campaign Workhub, you just need to send your stakeholders a single link. You send the copies of your email to Campaign Workhub and all the different variants are automatically labeled, version controlled and displayed visually in a single page. No more inbox clutter!
Dynamic Content Proofing: Adhoc and Auto-Label
There are two options for proofing content on Campaign Workhub – adhoc and auto-label.
Ad-hoc proofing is no different than regular campaign proofing. You create a campaign in Campaign Workhub and send variances of your campaign from your ESP to the campaign’s special email address (ie. firstname.lastname@example.org).
You then share the campaign link with your stakeholders. The downside with the adhoc method is that you have to update each proof separately as new versions are updated.
Auto-Label Proofing (ALP)
Automated Label Proofing is Campaign Workhub’s super power. You will never review dynamic content without Campaign Workhub once you spend a few minutes setting this up.
Dynamic Content Identifiers as Labels
The secret behind automated labels is tagging your test emails with one or more dynamic content identifiers. An identifier can be a segment id, a customer attribute (gender, region, preference) or the seed list recipient email address (we’re assuming you’ve set up a seed list with each record mapped to a unique segment in your campaign). For example, let’s say you run a pet store and you frequently send campaigns with personalized offers targeting three kinds of customers: dog lovers, cat lovers and “other”. You will already have a seed or test list that looks like the following in a Data Extension (Salesforce Marketing Cloud). If you use another ESP the concepts should roughly be the same although the syntax may differ.
In the above table we can either use the “email” or “pet_type” field as the unique identifier. For our purpose, we’ll use “pet_type”.
You have two options to insert the identifier into your test emails so that Campaign Workhub can automatically process and display the labels in the campaign overview.
Add the identifier as a dynamic content value (ie. AMP Script variable) in the test subject line with this format [v:]
[v:%% pet_type %%] This is a test subject
([v:dog] This is a test subject)
2. Meta tag
Place the following meta tag in the of your email.
Ie. <meta name = “cw_variant” content = %%pet_type%%”>
Send a test with all the different variants from your ESP to the email address of a newly created campaign in Campaign Workhub (ie. email@example.com) Once Campaign Workhub receives your email, the emails will be auto labelled with a variant identifier. Share the campaign link with shareholders and they will be able to annotate and review all the variants on one page!
With Auto-Label Proofing, when you send updates from your ESP, Campaign Workhub will automatically create a new version of the proofs based on the identifier – no more confusion and clutter.