The age of immediacy is well and truly upon us.

Consumers are now demanding content and communications that are relevant, up to date, and personalised to their wants and needs.

One size fits all no longer cuts it.

Fortunately, content doesn’t have to be static.

Real time content offers brands a way to dynamically populate emails and web pages with content specific to the viewer. Automatically.

So marketers can sit back, relax, and let automation do the hard work for them.

To help you get inspired, here are 5 real time content types that you should be using in 2021.

Product recommendations

At Pure360, product recommendations are one of our favourite real time content types.

And with good reason.

Abandoned basket emails increase online revenue by an average of 8%. And real time browse recovery emails see a further 4% increase in online revenue. 

Nowadays there are a whole host of options when it comes to real time product recommendations. Both via email and website.

Here are a few of our favourites:

Abandoned browse or basket

As mentioned, abandoned browse and basket campaigns offer a great increase in revenue.

Nothing is more frustrating for brands than seeing their carefully nurtured prospects and customers fall at the final purchasing hurdle.

Abandoned browse and basket campaigns enable marketers to send triggered emails to remind their customers of what they have left behind. And encourage them to finish the purchase.


Cross-sell and up-sell campaigns allow brands to increase their average order value by showcasing products that are frequently purchased together. As well as encouraging the customer to spend a little extra for a better product.

Showing related products is convenient for the customer, streamlining their shopping experience. And it also captures them when they are in the buying mood.

Replenishment campaigns

Replenishment campaigns are reminders for customers who regularly buy specific products that need topping up. Such as cosmetics, food, and medicine.

These campaigns offer a recurring revenue stream for repeat customers. As well as showcasing great customer service.

After all, who doesn’t want a personalised reminder when they’re about to run out of something they really need?

Pricing and availability

Nothing is more annoying than clicking on a promoted product in an email, just to find it has been sold out.

Real time pricing and availability enables brands to keep their products up to date on both email and website, without having to lift a finger.

This type of content leverages real time external data feeds, for instance live flight prices, to keep the content up to date. This content is then updated every time a recipient opens an email or views the landing page. So ensures that brands are never promoting out-of-date prices or unavailable products.

Beneficial for both customers, and the brand. 


Vouchers and coupons are the perfect way to offer discounts and perks to both existing and potential customers.

They can be offered to VIP customers as a ‘thank you’. Sent to customers on their birthday to help them celebrate. Or can give lapsed customers that extra nudge to come back and purchase.

Real time vouchers and coupons allow brands to tailor their vouchers to the customers’ demographics, behaviour, and purchases.

For instance, brands can ask customers to spend more to get a voucher. Offer different levels of discount for different product categories. Or ensure the discount code is specific to the recipient, so it can’t be shared with others.


Real time weather updates are great to use in both emails and on websites. And they offer a way to add personalisation to your communications.

With real time content, brands can add tailored weather updates to their communications. As well as offering products and services that are relevant to the recipient, and the weather where they are.

If the weather is looking sunny, promote your latest sunglasses. If we’re in for a rainy week, promote your best umbrellas.

Simple. But effective.

And interestingly, according to research by The Weather Channel, changes to the weather affects consumers in three ways:

  • Postpone or bring forward planned purchases
  • Buy (or not buy) a product immediately because of an immediate need
  • Substitute the purchase of one product or service for another

So it’s safe to say that not only could real time weather updates increase your purchases. It’s also a really useful addition for your customers to help them in their shopping experience.

Image Source – Kickdynamic

Countdown timers

Countdown timers are essentially animated clocks that count down until the end of an event. Usually a sale or when a discount will run out.

When used in email, the clocks will refresh every time the email is opened, offering an accurate countdown. And also increases the sense of urgency for the recipient, which is a proven tactic for increasing sales and conversions for brands.

In fact, emails that convey a sense of urgency have at least 14% higher click-to-open rates, 59% higher transaction-to-click rates, and twice as high transaction rates compared to regular marketing emails.

And as well as adding a sense of urgency. Countdown timers just look great. They offer a more engaging alternative to static images, and really catch the recipient’s eye.

Looking for more real time content ideas?

Great. Because we have lots of them.

Get in touch with our friendly team of experts to learn about the best real time content to engage with your audience