3 Tips to Create Personalized Holiday Emails

The holiday season is approaching quickly.  Last week Ryan Phelan, VP of Global Agency Shared Services at Acxiom and our very own Matthew Potter, VP of the UK and EMEA delivered our first Holiday Hit List webinar about email personalization for the holidays.  Have you started your holiday planning?  What is your holiday approach?  Here are a few things to think about before you start planning:

  • What have you done so far and have you moved the needle this year?
  • How are you talking to your customers as individuals?
  • Are you just thinking about the tactical execution of your program vs. thinking strategically?

It’s easy to get addicted to a promotional offer strategy or to just send another email when you see that sales are not where you want them to be.  Kick that habit now!  Make your email marketing relevant.  Here are three email personalization tips to help you send relevant, personalized email and crush it this holiday season:

DATA: Matt defined three types of data you can use to personalize your emails.  Combine your learnings to create a message that is personalized to your customer’s environment.

Personaliation Data Sets

RECOGNITION: Ryan Phelan said “the goal of email marketing is to recognize your customer for who they are.”  Using data, figure out who your customers are and what they want to see.  Using segmentation deliver an email with the message and creative that will appeal to them.  If you haven’t segmented your list, you need to start but start simple.  Check out how Ryan show’s you how to go from a simple to complex segmentation.

TEST, TEST, AND TEST SOME MORE: Don’t let the business of holiday prevent you from testing.  Test to see what works and then what works better.  Here are a few ideas about what to test: subject line, lifestyle images, headline, copy length, CTA.  Check out this surprising example of what email won out of 84 tests in the Obama email campaign.

Watch the full webinar recording for more email personalization tips and create truly personalized emails for holiday.  Continue the conversation with @movableink on twitter using #HolidayEmail.

2014 Holiday Hit List Webinar: Email Personalization

Holiday Hit List Webinar Promotion

It’s almost the holidays!  With just 3 ½ months left before Black Friday, if you’re not planning now, you could be behind.

We are excited to announce Movable Ink’s first ever Holiday Readiness Webinar Series! Over the next few weeks, we’re going to be sharing our Holiday Hit List of things you can do to pump up the holiday revenue and wow your customers. Each of the three webinars will feature email industry insiders sharing insight into strategies you could use, and how to approach holiday 2014.

First on the Hit List an Email Personalization webinar featuring Ryan Phelan, VP of Global Email Strategy for Acxiom.  This webinar will feature the latest on personalization tactics and their use, how to approach “Big Data,” examples of brands who are getting it right, and how you can improve email by leveraging consumer context to create true 1:1 experiences.  It will dive into what you can do to deliver personalized email today.

2014 Holiday Hit List Email Personalization Webinar Speakers:

         
Click here to register and reserve your spot for the live event on August 12th, 1-2 PM EDT.  See you there!

Email Personalization At Scale Is A Reality

Personalized Email

A few weeks ago we wrote about the need for better email.  According to the e-tailing group, 3/4 of consumers want personalized emails across the shopper lifecycle, and Harris Interactive found that 4/5 of them will buy more because of personalization.  However, until recently there have not been many advancements in email personalization technologies like there have been for the web.

Before we go any further what is personalization anyway?

In short order, personalization is the ability to deliver a 1:1 experience in digital marketing, tailoring all interactions to the individual consumer who is engaging with you. Amazon.com jumpstarted the advancements in personalization technologies by making great product recommendations to their shoppers based on what they were looking at and what they searched for. They delivered recommendations on their site and in their emails too. But this was just the beginning.

Companies have sprung up and pushed the boundaries of personalization and behavioral targeting to the mass market.  It’s a great start but true personalization isn’t just about making product recommendations or putting the recipients name in the subject line or in the body of the email. It’s about delivering everyone a boutique type experience, where the store clerk knows who you are and helps you find what you are looking for. Email is finally moving toward delivering unique 1:1 experiences at massive scale, integrating your digital billboards with the personal experience that you are trying to provide, that consumers want and crave.

You can deliver this utopian email experience today. There are three types of data you’ll need to deliver fully personalized email. Starting with one or two will improve email performance. Utilizing all three will deliver an unparalleled experience for your consumers, not only personalizing your email, but will make your messages stand out in the inbox.

First is “what consumers tell you.” When a consumer opts in to email, they are telling you that they interested in what you have to say or certain products or services you provide. They have a connection to your brand and give you basic information about who they are and what they like. This forms the foundation to making messages matter to them.

Second is “what you learn” about them as they interact with your brand. By understanding a consumers browse behavior, the channels they engage in, and how often they respond, you can get a deeper understanding of each consumers preferences and the type of shopper they are. This will help inform offers to give them, frequency of communication, and what types of emails to send to get them to engage and buy.

Third is an area of hyper-growth for email. It’s “what’s happening in the moment of engagement.” By understanding device type, location, time of day, even the weather outside, you can adapt the message in real-time as consumers open to further tailor the email they received. Increasing relevancy with live context will further personalize the message and increase response rates, performance, and email revenue.

Next week, we’ll kick off our “Holiday Hit List” series of webinars and eBooks with a webinar that dives into The Current State of Email Personalization with our partners at Acxiom.  We will share what is happening in the industry today, what consumers want, and examples of how you can deliver personalized email right now. Click here to register for the webinar, or feel free to reach out directly to us at contact@movableink.com to learn more too.

The Inkredible Five Summer 2014 Is Here!

INK 5 14

Summer is heating up and consumer inboxes are too. The brand new Summer 2014 Inkredible Five was released last week and features five of the most inspiring examples of agile email marketing yet! In The Summer 2014 Inkredible Five, you can see how:

  • Ebay connected live content from their site to their consumers inbox for seamless consumer engagement.
  • Auto Trader UK targeted their subscribers by location to give driving tips based on the weather outside their window.
  • Best Western optimized creative based on location and device to maximize click-through’s and revenue.

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.

EmailButton

The Future of Live Email: Agility In Action

Screen Shot 2014-07-22 at 1.20.06 PMWe’re going on the road and headed for the 2014 Experian Client Summit this week!  The focus of the conference this year is to deliver strategies for engaging today’s hyperconnected consumer through relatable, memorable and sharable customer experiences. Speakers will have a chance to tell their story and how they are addressing some of the new challenges in an “always-on” world.

Movable Ink was selected to host a session on the advances made in email and how retailers, brands, and agencies are addressing them in the real world today.  On Thursday July 24, 2014 at 2:30 pm, our CEO Vivek Sharma will take the stage to host “The future of live email: Agility in action.”  Speakers from Bass Pro Shops and The Finish Line will share how they are bringing life back to the inbox while solving some classic targeting, segmentation, personalization, and cross-channel issues that faced them while creating and executing campaigns.  This session is geared toward sharing their story, and showing how you too can optimize your emails after you click send.

The future of live email: Agility in action

Featured Speakers: 
Vivek Sharma, CEO, Movable Ink
Aaron Buchanan, Email Marketing Manager, Finish Line
Todd Jones, Manager of eCommerce, Bass Pro Shops 

2014 Experian Client Summit, Las Vegas, NV
Thursday July 24, 2014
2:30 pm pt

We would love to see you there!  If you are attending the show, or if you are in Las Vegas and want to say hello, reach out to us at contact@movableink.com.  The full agenda for the 2014 Experian Client Summit can be found here.

 

The Inkredible Back-To-School Email Marketing Guide Is Here!

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Introducing the 2014 “Inkredible Back-To-School Email Marketing Guide.” It’s filled with quick tips that you can implement TODAY to drive more revenue, protect your margin, and keep your shoppers engaged this summer.  It focuses on targeting by region, integrating web and social content with email, and personalization.

Back-to-School is the second largest revenue driver of the year and you can make the most of it by creating emails that sense and respond to the person who is opening it.  The important thing to realize is that consumers don’t view each channel as a separate entity; they view them all as a continuation of their brand experience with you.

So take a look at this guide to pick up a few ideas about how to further integrate your email with experience with and into your store, through the web, and with social too.  It’s a quick read and you may just get an idea or two to use this summer.

Click here to download a copy of the 2014 Inkredible Back-To-School Email Marketing Guide. If you have any questions, or if we can help you at all, please reach out to us directly at contact@movableink.com.

Hello Inkbrush!

Hello Inkbrush!

Back in January we announced the acquisition of Mailrox and now there’s some exciting news to share about what’s been happening since then.  Mailrox is a cost effective web based email design solution that allows marketers to easily turn graphic designs into fully coded HTML email marketing messages. In the last few months, we have been hard at work integrating Mailrox into agileEMAIL’s Workflow to further enhance the development, content, and relevancy of email. Vast improvements to the interface have been made and now it’s even easier to send emails that sense and respond to consumers in real-time (letting you truly market in the moment).

Today, we are ready to release a new and improved version to the world. Mailrox.com is becoming Inkbrush.com and it launches this afternoon!  Inkbrush.com will maintain all the great and intuitive aspects users have come to know from Mailrox.  It will continue to be a web based email design and coding solution, with one small twist. It’s free to try! You get up to 3 free email templates each month, and can upgrade to agileEMAIL at any time.  We’ve even enhanced Inkbrush with:

-A massively improved UI
-Edge detection for precise slicing
-PSD file upload and transfer of slices
-Support for email versioning
-Easier export of bulletproof HTML to your email service provider
-A brand new support forum

In the January announcement, our CEO Vivek Sharma said “Thousands of email marketers, designers, agencies, and developers have already used Mailrox to spend less time coding and more time being creative, and we are thrilled to add this simple but powerful technology to our portfolio.” We are making the most of the enhanced technology and are excited to launch Inkbrush.com, officially capping off the integration of Mailrox into Movable Ink. All Mailrox account data and logins will seamlessly work and be available on Inkbrush.com as soon as it goes live.

So please join us in saying “Hello Inkbrush!” and visit www.Inkbrush.com for your email design needs.

Screen Shot 2014-07-11 at 10.00.29 AM

This is a big milestone marker in the evolution of email marketing. To read the full announcement press release click here.  We are excited to hear what you think, please send us your questions, comments, and thoughts at contact@movableink.com.  We are glad to help out!

Back To School 2014 Is Here! Boost Email Revenue This Summer!

It’s time to tie up your shoes and get ready to stuff those backpacks.  Back-To-School 2014 is here! The National Retail Federation estimated that total Back-To-School sales in 2013 were approximately $72.5 billion dollars, second only to the December holiday season last year.

Most schools, colleges, and universities in the states will start up again within the next 45 days (at the end of August or in September) making RIGHT NOW the prime buying time for families of students getting ready to hit the books.  They have a time driven need and are willing to spend to fill it. But at the same time, we know they like to get a good deal.  So we started thinking – how can we make it easier for you to capitalize on this “holiday like” season?

After polling our clients and reviewing successful tactics from earlier in the year, we developed a simple “Inkredible Back To School Email Marketing Guide.” It’s filled with quick tips that you can implement TODAY to drive more revenue, protect your margin, and keep your shoppers engaged with live and fresh email content during Back To School 2014. The guide will be available after our Back To School webinar on Wednesday July 16, 2014 at 1 pm. All attendees will receive a free copy of the 2014 guide.

Movable Ink’s webinar “Increasing Back To School 2014 Email Revenue” is on Wednesday July 16, 2014 at 1 pm EDT.  Our featured speakers from Movable Ink will be email and personalization industry veterans Alison Lindland, Sr. Account Director, and Ronnie Brant, Director of Product Marketing.  Click here to register and get your free copy of the 2014 “Inkredible Back To School Email Marketing Guide.”

 

Reduce the noise! Create engaging one-to-one experiences across channels.

With so much ‘marketing noise’ in the world today, it is hard for brands (or anyone) to clearly get their message across. Competing voices bombard consumers across digital channels in the hope that they’ll respond. It’s all too common to see different departments (web, email and social) set up in silos, unintentionally competing with each other, instead of working to form synergies to increase sales. As a result, hard working marketers, rather than drawing in focus around a single message, are inadvertently multiplying noise with mixed messages, distracting buyers from their ultimate goal – buying.

It is because of this, that marketers need to have a single, simple and consistent message that they project throughout all of their digital marketing channels. They need to leverage content from one channel into the others to ensure that they aren’t adding to the noise, but are cutting through it.

Movable Ink’s Web-Crop technology allows marketers to do just that, creating dynamic one-to-one experiences between the web and email. Web-Crops stream content from a company’s website right into email in real-time, not only making the message dynamic, but ensuring it delivers a consistent brand voice and experience. The selected content populates when an email is opened and can be refreshed based on a fully adjustable cache time.

Here are a few examples of companies who are streaming content from their website right into their emails.

7 For All Mankind (pictured below left) uses Web-Crops to ensure that inventory and prices on their website always match what their customers see in email, regardless of when a recipient opened it. The Wall Street Journal (below center) and Fortune magazine (below right), both financial news powerhouses, use Web-Crops to pull recently published stories into their email to increase subscriber engagement.

Seven For All Mankind Web-Crop      Wall Street Journal Web CropFortune Mag Web Crop

Movable Ink can create one-to-one social experiences in email through Twitter and Instagram too. In the same example above, Fortune streamed their Twitter feed into the message via Movable Ink. Their goal was to encourage sharing and participation by linking the conversation happening on social media directly to their email.

Pulling in content from other channels such as the web, Twitter or Instagram not only helps to create one-to-one experiences among different channels, but also helps with productivity. Marketers do not have to spend time creating different content for different channels anymore. They can cut through the noise with rich experiences in email through Web-Crop and social media pull-ins, leveraging what’s already been created and published on their web properties.

To learn more about how you can stream live content from your website or social properties into email, click here or contact us at contact@movableink.com.

 

Emails We Love: Bass Pro Shops #REELTHANKS

Tweet #REELTHANKS

Through July 4, 2014, Bass Pro Shops is running an integrated digital campaign to increase social engagement and give back to the community through AMVETS.  Dalie Hand and Ashley Sims from Bass Pro Shops sat down with us to share how the #REELTHANKS campaign is going so far, and what their goals were from the initiative.

Movable Ink: Can you tell us about the #REELTHANKS campaign and what your goals were from it?

Bass Pro Shops: Our customers are patriotic and we are a patriotic company.  We wanted to do something that would engage them with our brand across channels and give back to the community at the same time.  So we came up with an idea to partner with AMVETS, an organization that works with American Military Veterans, to leverage our email and social media properties to do it.  This campaign gives our customers the chance to to say thank you to American Veterans by tweeting #REELTHANKS or by sharing through Bass Pro Shops Facebook page.  For every 10 tweets or Facebook shares, we’ll donate one rod and reel combo to AMVETS.  In total, we expect to donate 1,000 combos by the 4th of july through the #REELTHANKS campaign.

MI: That’s inspiring!  How has agileEMAIL helped you achieve your goal for #REELTHANKS?

BPS:  We used Movable Ink to stream live social feeds into the message that utilized the #REELTHANKS hash tag.  Furthermore, we deep-linked pre-populated tweets so with one click our subscriber could tweet and participate.  So far, the email is responsible for 50% of the campaign’s overall engagement and success!

BassProMessageMI:   Wonderful!  Given its success, do you have future plans for cross-channel promotions?

BPS: We are going to use Movable Ink to launch instagram sweepstakes and to further promote our social properties.  We have gotten good responses to streaming hash tags in email and will do more promotions with that capability too.

MI:  Thank you Dalie and Ashley!  To participate in #REELTHANKS, tweet #REELTHANKS or share it from Bass Pro Shops Facebook page through July 4, 2014.  You can follow Bass Pro Shops on twitter @Bass_Pro_Shops.