Use Movable Ink To Keep Holiday Emails Relevant – Even After Shipping Deadlines!

For many major retailers, this week marks the cutoff for guaranteed holiday delivery with standard shipping. While this may dismay some of your consumers, the good news is that Movable Ink allows you to change the messages in your marketing emails in real time to reflect the latest information–no matter when the email is opened. This minimizes consumer confusion and disappointment while maximizing opportunities for conversions.

Once the online ordering deadline has passed, you can have the message swapped out to include a message about in-store purchases while including a local map showing the closest store locations and updated holiday hours. You can also include a CTA for consumers to send a digital eGift card to people on their list. This adds a layer of personalization and creates a greater user experience for each of your consumers.

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Go deeper with personalization by including the customer’s name on a gift tag with a creative treatment of your choosing to really bring your gifts to life, enhance engagement, and improve response rates. Using the Movable Ink platform, you or your designer can directly mock up the treatment of the first name against a holiday-themed background image of your choosing, ensuring that the highly customized treatment works well with your overall template and creative.

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Create a personalized user experience for your customer and ensure that no recipient is confused by the message in your email even if they open it a few days after it’s been deployed. This helps ensure maximum performance of your holiday campaign.

Most importantly you’ll help keep stockings stuffed and the tree circled with your gifts!

Black Friday and Cyber Monday’s Email Story

Black Friday, Cyber Monday, InfographicThe biggest shopping holiday of the year has passed us again!  What wisdom has Black Friday and Cyber Monday bestowed upon the email marketing world this year?

Download your own copy of the infographic!

Comparing email opens year over year, we saw the peaks before both Black Friday and Cyber Monday hit earlier, indicating customers started looking for deals earlier in the week than in previous years.

Smartphones were the device of choice on Black Friday as opposed to Cyber Monday shoppers preferring to open emails for deals on desktops.  Design your emails accordingly, or make sure your emails are responsive!

Although we saw overall preferred devices for each day, device preference as well as email read length varied by industry vertical.

Download your own copy of the infographic!

Excentus Taps agileEMAIL To Pump Up Loyalty and Rewards Program

Movable Ink Excentus Case Study

Excentus has spent more than fifteen years developing technology that makes it easy for consumers to save money on gasoline and convenient for businesses to build loyalty by creating value for their customers. Their growing Fuel Rewards Network® program provides members with the opportunity to earn free gas simply by purchasing the things they normally would from more than 1,400 retail locations, nearly 700 online merchants, and 10,000+ restaurants. To date, Excentus has helped more than 25 million consumers save hundreds of millions of dollars on fuel.

Coleman Easley, Email Marketing Manager at Excentus sat down with us to share how they are using Movable Ink to achieve their goals and deliver highly relevant and engaging campaigns at scale.

Movable Ink: Why did you decide to partner with Movable Ink?

Excentus: We are growing fast, we have a good product, and we don’t have a big marketing team. We were looking at tools that would allow us to be more efficient. Movable Ink saves us time and increases the relevancy to every opener. Things like live creative optimization and in the moment targeting are easy with agileEMAIL vs. having to do it on our own. We saved a lot of time and improved in an area we wanted to improve in. 

MI: How has it been working with Movable Ink so far?

E: Working with Movable Ink has been great so far. The Client Experience Team is always available, and quick to respond. They share ideas with us, are efficient, timely, and do great work with our team. We appreciate their help for sure.

MI: We’ve been partnered for a few months now, what has been your favorite use of agileEMAIL so far?

These screen shots show off the different stages of the new Excentus Welcome Series powered By agileEMAIL.

These screen shots show off the different stages of the new Excentus Welcome Series powered By agileEMAIL.

E: One of our favorites was one of the first things we implemented with Movable Ink. We had low participation in our Fuel Rewards Network® program across the member lifecycle. After digging in we attributed it to a lack of understanding of how the program works; after all it’s free gas, it should market itself. In April, we changed our “all at once and good luck” welcome email to a new series utilizing agileEMAIL to power five focused, digestible, highly personalized emails that educate members and reward their participation in the Fuel Rewards Network® program. It worked. Fuel Rewards earned in the first month increased 94%, and another 68% in the next month! The success of the welcome series showed we needed to expand our use of agileEMAIL to other programs too.

MI: That’s a great! The end result improved, but how did it impact subscriber traffic?

E: We classify our traffic into two buckets.  The first is “low value” traffic which lands on content that isn’t likely to drive a conversion. The second is “high value” which is traffic that lands on content that is likely to drive a conversion. With Movable Ink, we can localize and personalize message content for every member when they open an email instead of trying to do it before we send. Now we can show nearby locations where members can earn rewards and alter the message content and calls to action based on the device they used and rewards available to them. These capabilities helped increase high value traffic by 21% and our click-through rate by 24%.

MI: What are your future plans for agileEMAIL?

E: Right now we are generally sending out one size fits all campaigns. Over the next six months, we are going to incorporate agileEMAIL into other campaigns, especially win-back emails to wake up dormant members. We need to get to a more 1:1 relationship with our members. Customizing the communications over the customer journey is a big deal and we plan on using agileEMAIL to help us achieve that.

MI: Thank you for your time Coleman!

Click here to download the full Excentus Case Study.  For more information, please contact us at contact@movableink.com.

Webinar Replay: Getting Mobile Consumers to Bite with Apple Pay

Webinar Replay - Getting Mobile Consumers To Bite With Apple PayApple Pay™ launched on October 20th; which is exciting for marketers!  Why?  Apple Pay™ is going to put an even bigger emphasis on the importance of mobile as consumers can complete purchases by simply scanning their finger on their iPhone (6 or 6 Plus) or iPad (Air 2 or Mini 3).  It’s being championed as the solution that will start the consumer shift to mobile payments. But what does that mean for you and your email program?

With the launch of Apple Pay™, have you wondered:

1. How can I use email to now drive even more mobile sales?
2. How can I target mobile consumers by their device and location to drive Apple Pay users into stores?
3. How exactly does Apple Pay work – I want to see this 2 click conversion!

Lucky for you, we’ve answered those questions in our webinar already.  A replay of “Getting Mobile Consumers to Bite with Apple Pay” is available for you to watch here.

If you have any questions, please reach out and contact us at contact@movableink.com.

Just Released: The Q3 2014 US Consumer Device Preference Report

Consumer Device Report

The 2014 holiday season is upon us!  Our quarterly U.S. Consumer Device Preference Report is out and has deep insight into how consumers engage with their devices, the popularity of these devices, and how device preferences varies across the nation; use this information wisely to target and personalize your holiday email campaigns. Unlike other studies, this data set exclusively includes results from large, enterprise B2C marketers. The report is free for you to download, and you can get a copy here.

It may not be a surprise that the Q3 2014 report strongly confirms that U.S. consumers prefer to use their smartphones to read email, with the device accounting for 48% of all email opens, but did you know retail consumers tend to show a mobile preference while finance and automotive consumers show a desktop preference? This quarter’s report goes on to break down device use and other engagement metrics by six major verticals (automotive, financial services, media/entertainment/publishing, retail apparel, retail non-apparel, and travel/hospitality).

“The U.S. Consumer Device Preference report confirms that sending responsive email is no longer a luxury, but a necessity to success,” said Vivek Sharma, Co-Founder and Chief Executive Officer of Movable Ink. “Mobile devices continue to outpace desktop computers as the preferred device for email, putting an emphasis on responsive mobile ready email for holiday. We are excited to help our clients convert more mobile traffic than ever this holiday season with our new responsive design tools that are live within agileEMAIL and our free hosted email design tool Inkbrush.”

Key findings include:

  • - New to the report for Q3 is how consumer behavior and device preference varied by vertical. Longer email read lengths were seen when consumers preferred desktops and shorter read lengths occurred when consumers preferred smartphones in a particular vertical.
  • - Tablet use picked up again during the quarter and well accounted for almost 40% of opens during prime after work hours.
  • - Apple’s iOS devices continued to widen its lead over Google’s Android devices. However, Android users stay engaged longer with email.

The full report is available as a free download here.

About the Movable Ink “U.S. Consumer Device Preference Report: Q3 2014”

The Q3 2014 U.S. Consumer Device Preference Report is based on data collected through Movable Ink’s agileEMAIL platform between July 1, 2014 – September 30, 2014. They reflect aggregate statistics across Movable Ink’s customer base, which includes more than 200 enterprise B2C & B2B marketers from the retail, travel, financial, media, and telecommunication industries. Because determining email opens requires images to load, the percentages for some devices might be over or underrepresented.

If you have any questions about the report or if we can help you get responsive for the holiday season contact us at contact@movableink.com.

 

Machine Learning and Data Science (xx) Love at Movable Ink

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Here at Movable Ink, we’re serious about gender equality. We are excited to support initiatives aimed at bringing more women into STEM fields by getting involved and supporting community efforts advocating this cause.

This past week, Movable Pink hosted the inaugural event of the NYC Women in Machine Learning and Data Science meetup. This group fosters informal discussions on machine learning and data science related topics, with the purpose of building a community around women in these fields. The inaugural event consisted of a series of lightning talks and culminated with a keynote delivered by Claudia Perlich, Chief Data Scientist at Dstillery. If you have not heard of Claudia yet, let’s just say she’s a data science rockstar, and some of her accomplishments include the Advertising Research Foundation’s (ARF) Grand Innovation Award and being selected as a member of the Crain’s NY annual 40 Under 40 list.

Lightning talks – Some interesting machine learning/data science topics were covered by speakers from the industry. With a span of 5 minutes each, the lightning talks covered the following topics:

  • Fashionably Data – speaker Anna Smith
  • Big Data and Hadoop – speaker Esther Kundin
  • Python Map Reduce vs Scalding – speaker Emily Samuels
  • Clustering Ferguson – speaker Dara Elass

Who attended? We had a diverse attendance, spanning both the industry and academic scenes. Some of the represented groups include:

  • Columbia university
  • NYU
  • Acxiom
  • Blenheim capital
  • Bloomberg
  • Distillery
  • Metis
  • RentTheRunway
  • Spotify

We were excited to see such a great turnout and vivid enthusiasm around machine learning and data science topics. Stay tuned for future events from the NYC Women in Machine Learning and Data Science meetup. Meanwhile, take a moment to check out some of the event pictures here.

The Inkredible Five Fall 2014 Is Here!

Inkredible Five FALL 2014

The leaves are falling and that means that it’s time to rake up another pile of innovative email to share with you! The brand new Fall 2014 Inkredible Five was released last week and features five of the most inspiring examples of agile email marketing yet! In The Fall 2014 Inkredible Five, you can see how:

  • -Sprint targeted subscribers by device type to render highly engaging messages.
  • -Nickelodeon created campaigns that utilized live content during their award show broadcasts.
  • -NowTV automated email to display subscriber preferred team logo’s and match times.

Click here to get your copy today to see how these top brands and others combined their ingenuity with Movable Ink’s technology to create memorable and engaging email experiences that stood out in the inbox.

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CASL – Canada’s Anti-SPAM Law – Is In Full Effect

On October 7th, the Canadian Radio-television and Telecommunications Commission (CRTC) announced the conclusion of the first investigation under Canada’s Anti-SPAM Legislation (CASL), which was enacted this past July.

After a large number of complaints were made to the SPAM Reporting Center, the CRTC revealed that a server owned by a computer reseller sent millions of SPAM email messages. The commission had the reseller as well as its internet service provider halt all further messaging when this activity was revealed.

The Canadian government has said that it will not bring civil cases before the courts until July 2017. After which, individuals can be fined up to one million dollars and businesses up to ten million for each violation.

For those of you who don’t know CASL requires at the very least implied consent for marketers to send messages to recipients (meaning some sort of prior relationship).

For marketers based outside of Canada this rule applies as well, as it includes marketers who send emails into the territory as well.

It is very important that all senders begin to work towards CASL compliance as soon as possible so as to avoid these costly fines.

For more information on CASL, please visit the following page:

http://fightspam.gc.ca/eic/site/030.nsf/eng/home

For a great comparison between CASL and the more well-known US version of the law, CAN-SPAM, please see a write up by our partner, What Counts below:

http://www.whatcounts.com/2014/05/can-spam-vs-casl/

As always, we’re here to help. If you have any questions about CAN-SPAM or Canada’s Anti-SPAM Legislation reach out to us at contact@movableink.com.

Webinar Nov 12: From Desktop to Mobile, Responsive Email For All Devices

responsive email designOne of the biggest questions we get asked about is how to make email ready for mobile. Marketers are well aware of the change in consumer device preferences drastically shifting from the desktop to smartphones and tablets for browsing, buying, and digital activity. At Movable Ink we have been tracking this trend in our quarterly consumer device preference report. In the latest edition almost 2 out of every 3 marketing emails were opened on a mobile or tablet device. So as a marketer, what are some things you can do to make sure your email is mobile ready?

On November 12, 2014 at 1 pm eastern time we are hosting a webinar called “From Desktop to Mobile, Responsive Email For All Devices” to dive right into this topic. The webinar will cover topics from responsive design (which is now available in agileEMAIL and our free email design tool Inkbrush.com), to mobile targeting, and integrating content across channels.  Here is a preview of what we’ll cover during the session.

First you need to make sure your emails are fully responsive, not just in template, but content too. Mobile traffic is expanding rapidly and capturing it effectively will make a big impact on the business. We’ll show you how to design fully responsive email in mere minutes to help save you time and improve the quality of the email experience through agileEMAIL.

Second you need to optimize content by device type and operating system. With responsive design, your emails will automatically display the optimal format for the device it’s being read on. But take it a step further and tailor what displays for mobile users too. For example, if you’re promoting app downloads, deep link iOS users into the apple app store and android users into Google Play. Make the user experience as seamless as possible. The mobile interface is different and ensuring the fewest “taps” possible will lead to better results.

Third we’ll touch on cross-channel integrations, specifically with social media. You can stream content from your social properties and empower subscribers to tweet, share, or view your social content with one click. You take the time to cultivate a social presence, make it go further by integrating it into your email.

So join us next week for “From Desktop to Mobile, Responsive Email For All Devices.” With holiday right around the corner and mobile traffic rapidly growing, this is a session you can’t miss. If you have any questions or if we can help, please reach out to us at contact@movableink.com.

Inbox Love Exclusive Look At Inbox by Gmail

Inbox by Gmail

Yesterday at the 2014 Inbox Love conference we got an exclusive demo of Google’s New Inbox by Gmail app. Inbox is Google’s new application for desktop and mobile devices that was released last week. Shalini Agarwal, Senior Product Manager, Gmail Inbox, shared what Inbox is all about at Inbox Love, as well as some valuable insight into the Gmail teams thinking on the future of email clients. She stressed that Inbox’s development will be driven by user feedback and that Google wants it to become a major platform for organizing communications and daily life. To add on, Agarwal confirmed that Gmail and Inbox will continue to be developed separately, and hinted that at some point in the future the features from Inbox may start to merge with Gmail.

So with that, let’s dive in to some of the key points to get ready for Gmail Inbox. Inbox was created on the tenant that inbox placement and relevancy was more important than the time an email was sent at. Agarwal commented several times that “email starts with the user and we built Inbox with the end user in mind.”

The Gmail Team tried to make an easier way to organize and manage email with Inbox. It starts to bring some of Google’s search engine DNA into email as well (although this wasn’t stated outright). When you search for “Puppies” on the Internet, you don’t get the last thing some random person posted about “Puppies.” You get a categorically scored page that matches the search term. With its new management and organization features, Inbox puts a further burden on marketers to send relevant email, instead of potential junk or spam mail. It also opens up new content opportunities that marketers can use to their advantage.

Agarwal pointed out several key features that really make Inbox stand out as a go to option for email.

Highlights: I thought this was one of the better features of Inbox. “Highlights” lets you see message content, including images and videos, right from the main inbox screen. When you hover over a message, you can swipe across the screen to see the messages content. This capability, like Grid View, represents an opportunity for marketers to make an impact by surfacing highly engaging content that their subscribers can digest and engage with quickly.

Bundles: The “Bundles” feature of Inbox lets users group messages together based on similar content. Today, Gmail has tabs and labels to help do this. When you click on a bundle, it expands the list so you can see all the emails that came in in that category. For example, you could set up a “Travel Bundle” and have all your flight, hotel, and rental car info available to you in the same place.

Inbox Bundles & Highlights

This is an example of a Travel Bundle that is showing Highlights. It is taken right from the main Inbox by Gmail Screen.

Snooze: Just like it sounds like, Snooze lets you hit the pause button on emails and set a reminder to look at it again. Swipe the message to the side and it automatically brings up a window to set a reminder time, or a later date. You can also send the message to the trash too.

Inbox Snooze

Swipe the message to the left and a “Snooze” button appears. Then set a reminder for you to view the email again in Inbox by Gmail.

Reminders & Assist: This is a neat little feature built into Inbox. You can create “Reminders” within Inbox, and its “Assist” feature will automatically attach other useful information to the message, such as an email, address, phone number, and hours of operation. With Reminders, users can essentially create a virtual to-do list. With a simple click, for example, you can create a Reminder to set up a dinner reservation, or call your boss on an important topic.

Pin: How many of you have tried to save an email for later? Some life hacks for this have included marking a message unread, putting it in a folder, flagging it, or changing the sort order of your email. Inbox has a decent solution for this problem. The “Pin” feature let’s you “Pin” an email to the top of the inbox. There is a toggle at the top right that lets you show pinned messages only when it’s flipped on. Never lose key emails again, just “Pin” them.

Inbox Pin & Assist

This is a screenshot from the “Pin” page of Inbox by Gmail. Emails that were pinned end up here, saved at the top of the inbox for easy access. These emails also display the “Assist” feature showing relevant information in the “Highlights” pane and when they are opened too.

Overall, Gmail Inbox is a big change from the traditional email client but it’s on to something. We’ll post updates and tricks for Inbox as we learn more as well. The only way to get Inbox by Gmail today is through an invite from a current Inbox user or by emailing inbox@google.com to request an invitation.  If you have questions or if we can help, shoot us a note at contact@movableink.com.