Dynamic content delivery via email
Dynamic content can be delivered via email. Email messages include HTML content with one or more hyperlinks referring to a network-connected dynamic content server. The hyperlinks are accessed upon rendering of the email on a client device, triggering a request to a dynamic content server. The dynamic content server determines a content item to be served in response to the request. The dynamic content item determination may be based on factors including the identity of the requester, the email communication in which the hyperlink is embedded, recent activities or behavior on the part of the requester, and/or known preference or demographic information associated with the requester. The request can be directed to a selected content item stored within a content delivery network, for transmission back to the requester and display to the user within the email.
1. A computer-implemented method for sending email messages with dynamically-determined content, the method comprising:
transmitting email messages to a plurality of recipients, each message comprising one or more dynamic content network references associated with dynamically-selected content items;
receiving, by a network-connected server, a dynamic content network request responsive to the rendering of one of said dynamic content network references within an email message received by a recipient device, the dynamic content network request comprising one or more content selection criteria, the content selection criteria comprising an embedded user identifier uniquely associated with a user to whom an email among the email messages was transmitted;
dynamically selecting a content item from amongst a plurality of candidate content items based at least in part on the content selection criteria;
implementing an exclusion service by cross-referencing a dynamic content item with static content associated with the embedded user identifier and, based on a determination that the dynamic content item is duplicative of an associated static content item within a same email communication, serving an alternative non-duplicative content item in response to the dynamic content request; and
returning the selected or the alternative content item to the email recipient device for rendering within the same email communication.
2. The method of claim 1 , in which each dynamic content network reference comprises a URL.
3. The method of claim 1 , in which each dynamic content network reference comprises a HTML <a href> tag and <img> tag.
4. The method of claim 1 , in which the content selection criteria comprise data indicative of an associated recipient's location.
5. The method of claim 1 , in which the content selection criteria comprise data indicative of a display size used to render an associated email.
6. The method of claim 1 , in which the content selection criteria comprise a browser type indicator.
7. The method of claim 1 , in which the step of dynamically selecting a content item comprises:
relaying at least a portion of information contained within the dynamic content network request from a dynamic content server to a personalization server; and
selecting a content item by the personalization server based at least in part on information within the relayed request.
8. The method of claim 1 , in which the step of returning the selected content item comprises returning to the email recipient device a network redirect to a content item hosted by a content delivery network.
9. The method of claim 1 , further comprising:
caching an association between the dynamic content network request and the selected content item provided in response to the request;
subsequently receiving a dynamic content item network request from the same recipient; and
returning the previously-selected content item to the email recipient device in response to the subsequent request.
10. The method of claim 1 , in which:
the plurality of candidate content items comprises image content items having different sizes; and
the step of dynamically selecting a content item from amongst a plurality of candidate content items comprises selecting an image content item based at least in part on an indication of recipient display size embedded within the network request.
11. The method of claim 1 , in which:
each email message is associated with one of a plurality of dynamic email content service provider clients;
the network request comprises a client ID uniquely associated with one of the plurality of clients; and
the step of dynamically selecting a content item comprises selecting a content item from amongst a plurality of candidate content items associated with the network request client ID.
12. The method of claim 1 , in which the content selection criteria comprise a content type filter.
13. The method of claim 1 , the method further comprising:
rendering, by the recipient device, the selected content item in combination with predetermined content contained within and/or referenced by the email message that was determined prior to the step of transmitting email messages.
14. The method of claim 13 , in which the predetermined content comprises a dynamic subject line rendered by an image personalized for the email recipient and selected prior to the step of transmitting email messages.
15. The method of claim 1 , further comprising the step of caching an association between the dynamic content network request and the content item selected in response thereto;
and in which the step of dynamically selecting a content item from amongst a plurality of candidate content items based at least in part on the content selection criteria comprises the substeps of:
determining that a content item has previously been selected in response to the dynamic content network request;
if a persistence time period has not expired, selecting the same content item previously selected in response to the dynamic content network request; and
if the persistence time period has expired, selected a content item in response to the dynamic content network request without regard to prior content item selections.
16. The method of claim 15 , in which the persistence period is a time period between the current time and the time at which a content item was last selected without regard to prior content item selections.
17. The method of claim 16 , in which the persistence period is predetermined for all email recipients.
18. The method of claim 16 , in which the persistence period is determined dynamically for each user.
19. The method of claim 16 , in which the persistence period is determined dynamically based at least in part on the content item previously selected.
20. The method of claim 1 , in which each email message further comprises one or more static content items and the content selection criteria comprise a message identifier; and in which
the step of dynamically selecting a content item from amongst a plurality of candidate content items based at least in part on the content selection criteria comprises the substeps of:
identifying the static content items based on the message identifier; and
excluding the static content items from the plurality of candidate content items available for return.
21. A computer-implemented method for sending email messages with dynamically-determined content in order to implement split testing of two or more content versions, the method comprising:
transmitting email messages to a plurality of recipients, the messages comprising one or more dynamic content network references associated with dynamically-selected content items and a hyperlink associated with a call-to-action;
receiving, by a network-connected server, a dynamic content network request responsive to the rendering of one of said dynamic content network references within an email message received by a recipient device, the dynamic content network request comprising one or more content selection criteria, the content selection criteria comprising an embedded user identifier uniquely associated with a user to whom an email among the email messages was transmitted;
dynamically selecting a content item from amongst a plurality of candidate content items based at least in part on a statistical distribution of content item responses;
implementing an exclusion service by cross-referencing a dynamic content item with static content associated with the embedded user identifier and, based on a determination that the dynamic content item is duplicative of an associated static content item within a same email communication, serving an alternative non-duplicative content item in response to the dynamic content request; and
returning the selected or the alternative content item to the email recipient device for rendering within the same email communication;
tracking rates of response to the call-to-action based on the candidate content item returned; and
modifying the statistical distribution of content item responses based on the rates of response to the call-to-action.
22. The method of claim 20 , in which each email message further comprises unique message identifiers.
23. The method of claim 20 , in which the step of modifying the statistical distribution of content item responses comprises increasing a frequency of selection for content items associated with more frequent selection of an associated call-to-action.