We get it. Nowadays, everybody wants a piece of your digital audience, and this can be challenging for your brand. Luckily for you, you’ve got Qualifio on your side! 🍀
You’re already standing out amidst the noise by launching interactive marketing campaigns that offer your audience a value exchange. These campaigns encourage individuals to engage with your brand and share their first- and zero-party data. In return, they enjoy a moment of fun, often with a chance of winning attractive prizes, all while improving their experience with your brand.
What else can you do to strengthen this connection with your audience through Qualifio campaigns? If you don’t know them yet, say hello to dynamic variables! 👋 These data holders allow you to give your campaigns an extra touch of personalisation. In doing so, they bring your audience and brand closer with every campaign you launch.
So… what are dynamic variables?
On Qualifio, dynamic variables often represent bits of information related to a person’s participation in a campaign. This information may include a participant’s name, email address, or any data collected through a form. It may also include campaign participation data: score, responses to questions, or even the specific prize they’ve won 🎁
Dynamic variables are easy to spot as words within brace brackets. Their content changes to adapt to each participant’s specific information. For example, the dynamic variable {firstname} stores information about a participant’s first name, and the {score} variable, the points they obtained in participating in a campaign. Let’s see what a sentence containing these variables would look like to different participants:
Wow, you really showed everyone how it’s done, {firstname} 🤩 Congrats on your {score} points!
- Participant A: Wow, you really showed everyone how it’s done, Ramona 🤩 Congrats on your 250 points!
- Participant B: Wow, you really showed everyone how it’s done, Mario 🤩 Congrats on your 190 points!
See? These two dynamic variables change their content to display information that is specific to individual participants 💥
Should I use dynamic variables?
To use them or not to use them… should you? 🤔 Absolutely! Personalisation is quickly becoming the standard in digital marketing, and for good reason. The digital space is increasingly crowded with messages hitting your audience left and right. To truly stand out, you must create meaningful points of connection with your audience.
For instance, when they engage with your brand through a Qualifio campaign, you can make this interaction more relevant by displaying personalised messages for each individual. Here are two examples of exit screens where dynamic variables are not used and used:
Using dynamic variables to add a touch of personalisation to your campaigns can enhance your audience’s experience as they participate in them. Seeing messages that speak directly to them increases the likelihood of triggering a positive emotional response ❤️
These messages turn what could have been an emotionless exchange between your audience and your brand into a more personal interaction. Consequently, your audience may feel inclined to further their engagement with your brand, and even inspire them to share their experience with others!
Overall, this personalisation can considerably impact building stronger customer relationships, increasing engagement, and driving better results for your business in the long run.
Three ways of using dynamic variables in Qualifio campaigns
You can leverage dynamic variables to personalise the messages you display in your Qualifio campaigns. You can use them in your campaign’s welcome screen, exit screen, and share screen, as well as in automated emails sent to participants from the platform.
Here are three ways of using dynamic variables on Qualifio! 👇
Let participants know if they’ve won
Picture this: you launch a contest using one of Qualifio’s instant win formats. As their name indicates, you need to instantly let participants know if they’ve won a prize or not. Dynamic variables will help you do this!
When offering a prize in your Qualifio campaigns, you will give them a name and upload a picture representing them. The dynamic variables {prize} and {prize.image} will store this data, allowing you to retrieve it on your exit screen.
In the case of instant win campaigns, you will set up two exit screens. One for winners, and one for non-winners. Here’s what these two exit screens could look like, including some dynamic variables:
For those participants who don’t win, remember that exit screens always offer a chance to connect with them. This step enables you to encourage them to further engage with your brand. Add some buttons to your exit screen to take them to your website or online shop. Or just let them know when they can try their luck at your campaign again 🤗
Tip 💡 You may offer unique codes as a prize in your campaign. Participants can use these to get discounts in your online shop, or even to be able to participate in another campaign. After uploading a list of unique codes to your campaign, you may display winning codes for participants in the campaign’s exit screen, using the dynamic variable {BURN:xxx}.
Encourage sharing participation results on social media
Did you know you can easily allow participants to share their campaign results on social media platforms? These include Facebook, X, Messenger, Pinterest, and WhatsApp! Encouraging participants to share their results on social media is a fantastic way to expand your campaign’s reach and boost engagement 🚀
You can enable social media sharing by transforming your exit screen into a share screen. It’s simple! Just add social media sharing buttons to your campaign’s exit screen and personalise its content using dynamic variables.
This combination of personalised content and social sharing is perfect for deepening the connection between your audience and your brand, and it helps your brand’s presence grow as participants share their campaign results on social media for their peers to see 🤝
Tip 💡 You can encourage your participants to share their results on social media. How? Give them extra points, or grant them another chance to participate in your campaign or to enter a prize draw if you have one.
Send automated emails
Just as you can customise your campaign’s exit and share screens with dynamic variables, you can also use them in personalised emails automatically sent from Qualifio to participants 📧 These emails can leverage dynamic variables to display information specific to a participant in your email’s subject line and body.
Following up with your audience via email after participating in your campaign is valuable for building your relationship with them. By capturing their attention with familiar details, such personal information or campaign results, you create an opportunity to share additional content with them.
You may invite participants to take part in other campaigns you’ve launched, teasing them with exciting prizes. And why not share links to your website, online shop, or app download to increase their engagement with your brand? 🛍️ 🙌 What you share is entirely up to you!
Personalisation beyond Qualifio
While dynamic variables are extremely useful for personalising messages on the platform, the real power of personalisation comes from the data you collect with Qualifio! 🌟 Engaging formats like personality tests, gift guides or battles, among others, enable you to collect large amounts of data about your audience’s interests and preferences.
This data can be readily made available on your data management and marketing automation platforms by integrating them with Qualifio. You may then leverage the data individuals share to trigger automated, targeted marketing actions. These help you ensure that your content resonates with them at a personal level.
And let’s not forget about reward programs! These marketing tools are useful for you to continuously enrich your data. They entice your audience to share personal information recurrently and engage with your brand. All of this to collect points that they can exchange for exciting rewards 🎁
Moulinex, a leader in the small appliance sector and a Groupe SEB company, launched a reward program with Qualifio, looking to qualify their customer database and personalise their communications. The brand collected information about their customers’ age, address, the kind of Moulinex appliance they owned, and more, handing out points in return for this data. Customers would feel encouraged to engage with the program recurrently, striving to collect enough points to exchange for their favourite rewards.
Subsequently, Moulinex used this data to trigger automated marketing communications sent via email or SMS, with personalised content about each customer and about the products they’d shown interest in. This initiative resulted in members of the program making purchases twice as big as the average customer’s on their online shop!
Learn how Moulinex use their reward program to personalise their marketing!
If you have any questions about dynamic variables or any other topic associated with personalisation on Qualifio and beyond, take a look at the help articles in our Help Centre, or reach out to our Support Team.
