Category Archives: Campaign of the Week

Clients Corner: Best Western Increases App Downloads 143% With Deep Linking and Device Targeting

The Worlds Largest Hotel FamilyBased in Phoenix, Arizona, Best Western International Inc. was founded in 1946 by California-based hotelier M.K. Guertin as an informal referral system among its member hotels. Since then, Best Western has become the world’s largest hotel chain and a familiar presence in more than 100 countries. Each of its 4,000+ hotels is independently owned and operated, further engraining the spirit of good service throughout the company. Cassie Spillner, Kelly Saffo, and Ryun Lambson of the Best Western Marketing team shared with us 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?

Best Western: Every month we send over 20 million emails to our opt-in list and that’s a mix of newsletters, promotions, and lifecycle emails. We want to make our emails as relevant and interesting as possible but our systems have technological limitations. The partnership with Movable Ink has helped us overcome them and now we can send dynamic real-time content in email.

For Example, before agileEMAIL, we couldn’t do a real A/B test without conducting a full 50/50 split. Now we can figure out which creative performs best in real time, ultimately increasing engagement and revenue. Knowing we don’t have to send a “loser” message to half the database ever again is awesome.”

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

BW: The Client Experience team is on top of everything and they are quick to respond. We had one campaign where we needed some help writing HTML.  We sent a note over to CX and they responded quickly, helping us properly write the HTML.  They even included notes so we can do it right the next time. Franki Silverman and Elizabeth Ray have been great to work with!

MI: We’ve been partnered for a few months now, what has been your favorite use of agileEMAIL so far?Best Western Used agileEMAIL's Deep Linking To Increase Mobile App Downloads

BW: There are two that stand out for us. First, we wanted to increase downloads of our mobile app and had identified an opportunity to promote it to subscribers in our welcome emails and reservation confirmation messages. We tested agileEMAIL’s deep linking and device targeting capabilities on a list of over 1 million Rewards Members and found that they drove a 100% increase in downloads. It worked even better for non-Rewards Members, increasing downloads by 143%. Because of the success, we decided to permanently add app download promotions to our welcome and reservation emails.

MI: That’s a great idea. What was the other you had mentioned?

BW: The other was when we wanted to test which offer would drive greater engagement, an offer for rewards points, or a discount code to buy flowers from one of our partners for Mother’s Day. Movable Ink’s creative optimization feature let us do this in real time, allowing us to show the majority of recipients the discount code, which was driving higher engagement. Then we paired creative optimization with geo-targeting to show recipients localized offers in our destination specific campaigns. There were 21-targeted regions in the campaign, and it lead to a 12% click-through rate improvement from our rewards members and a 10% improvement from our non-rewards members.

MI: What are your future plans for agileEMAIL?

BW: So far, Movable Ink has helped us increase our revenue per message by 20%. The solution works so we want to incorporate agileEMAIL’s features and functionality into more campaigns across the customer lifecycle to further increase the performance of our email programs. Data from agileEMAIL’s Insight module has helped us understand who is using bestwestern.com, the devices they are using to interact with us, and how to target them for better results. Next on our list is integrating real-time content from our site and social media channels into our email programs.

MI: Thank you Cassie, Kelly, and Ryun for your time!

Clients Corner: Auto Trader UK Increased Engagement By Sending Real-Time Weather-Based Driving Tips

Screen Shot 2014-05-19 at 4.20.56 PMEvery month, Auto Trader UK sees over 11.5 million unique users carry out over 140 million searches of more than 400,000 new and used vehicles across mobile, tablet, and desktop devices. Matt Dyson from Auto Trader UK sat down with us to share how they are using agileEMAIL to further provide value to their users beyond their core buying/selling vehicles business:

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

Matt Dyson: We wanted to create an end-to-end email experience that is really engaging. agileEMAIL lets us add personalized content to our messages that our back-end systems couldn’t provide in real-time. We also wanted to stream content from our website into email, and do it in a stylized and attractive manner. Movable Ink allows us to do just that.

MI: What has been your favorite use of agileEMAIL so far?

Auto Trader UK Weather TipsMD: We had an idea to geo-locate where our subscribers were opening our newsletters, and then serve them relevant driving tips in those messages based on their current weather conditions. The aim of introducing real-time weather-based driving tips into our email was to retain longer-term brand engagement by providing our subscribers something innovative, genuinely useful, and something original that our competitors aren’t doing. Our editorial team came up with driving tips for many weather conditions and time of day, so that if it was raining outside, our reader received 3 tips for safe driving in the rain.

MI: That sounds great. How long did it take to launch and what were the results?

MD: It took Movable Ink and our agency Chalk & Pixel four days to launch it from idea to execution to over 300,000 people. agileEMAIL drove a 93% increase in click-throughs for us on this one.

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

MD: It’s been really good. The Client Experience Team is really accommodating to our requests and quickly figures out how to create elements that are custom when they are not straight out of the box. I never get a “No,” and always get a “let’s figure out how to do that for you.” Then it’s simply copy and paste of HTML into our ESP.

MI: What are your future plans for agileEMAIL?

MD: We are going to increase the use of the web crop feature and make it a staple of our newsletters and welcome campaigns. Our next step is to completely automate a motorbike newsletter with agileEMAIL comprising up to 80% of the content. I wanted to do a bike email for a while, but we don’t have resources to do it in a timely manner. With Movable Ink I can set it up, schedule it in our ESP, and the rest works on it’s own. Our company is looking to do more work with video and on-the-fly self-optimizing content this year too.

MI: Thank you Matt for your time and insights!

Campaign of the Week: 7 For All Mankind “Dreaming in Blue” Email with Video and Real-Time Instagram Feed

7 For All Mankind Dreaming in Blue Spring Collection 2014 Email with Video and Instagram

Click image to experience how the video plays within the email and to see how the latest Instagram photos using #DreamingInBlue are displayed.

One of our favorite examples of Agile Email Marketing we’ve seen recently comes from 7 For All Mankind, the international fashion brand best known for its premium denim jeans, popularly referred to as “Sevens.” This email tied into the company’s current broader marketing initiative around the spring line of denim, “Dreaming in Blue,” and used video and a real-time Instagram feed to create an eye-catching email experience.

The development and execution of this email campaign was a collaborative effort between the marketing team at 7 For All Mankind, their e-commerce partners at OneStop, and our Client Experience team at Movable Ink.

I caught up with Lyanne Loriz, E-commerce Analyst for 7 For All Mankind, to get more info on this “dreamy” campaign.

Brooke Burdge, Marketing Manager, Movable Ink: What was the main goal of this email?
Lyanne Loriz, E-commerce Analyst, 7 For All Mankind: We recently launched a new marketing initiative to promote our spring collection, “Dreaming in Blue,” which is now live on 7forallmankind.com. This email was an opportunity for us not only to increase awareness of the new spring collection, but also to broaden the reach of assets we’ve already developed, like the “Dreaming in Blue” video. (You can check out the video here).

BB: How were you sharing videos through email before using Movable Ink’s technology?
LL: Previously, we used a static video still with a “faux” play button in the center that linked over to YouTube when clicked. Using Movable Ink, we were able to power the full video and audio to play directly in the inbox. If subscribers opened the email on any clients that did not support HTML5, they saw either an animated gif which still offered a video-like experience, or in few cases, a static image that linked over to the full video. We were easily able to deliver the best video experience possible to each of our email subscribers, and simultaneously increase the ROI of the “Dreaming in Blue” video that we had already produced for other purposes.

BB: What inspired the use of a live Instagram feed in this email? Did you see any increase in your followers as a result of this campaign?
LL: We’re always looking out for opportunities to tie social media into email, and new ways to integrate all of our marketing channels. Our social media team has been busy publishing beautiful blue-themed photos on our Instagram channel, @7FAM, using the hashtag #DreamingInBlue and so have many of our fans. We felt the ability to add a real-time feed of the latest posts with that hashtag into the email was a great way to share those images, and also to hopefully increase our social media followers.

Typically, our Instagram followers increase by about 40 or so each day. In just the two-day period after this email campaign was launched, we gained 335 new Instagram followers, so our average daily increase in followers grew 320% immediately following the launch of this email.

Have questions about this campaign, or interested in learning more about the possibilities of Agile Email Marketing technology? Reach out to us at contact@movableink.com or request a demo of our platform.

3 Days, 3 Offers, 1 Email: Interview with Jarrod Purchase, Email Marketing Manager for Best of the Best

Best of the Best Hold Onto This Email Campaign

The subject line—“Hold onto this email…”—hinted of the multi-day, single-email experience.

How often do you take a chance with your email marketing, not knowing if a new approach could be an unbelievable success or a complete flop?

At Best of the Best, a UK-based company that offers their customers the chance to win luxury automobiles through online skills-based competitions, they’re more than familiar with the idea that taking a chance can result in a huge pay-off. Perhaps that’s why when Jarrod Purchase, Email Jarrod Purchase Email Marketing Manager Best of the BestMarketing Manager for Best of the Best, wanted to try something entirely new with an upcoming email campaign, he thought it was worthwhile to give it a shot.

We caught up with Jarrod to learn more about his recent “Hold onto this email” campaign, which encouraged subscribers to check back on the same email message over the course of three days to see new offers. Best of the Best had never launched a multi-day, single-email campaign like this before. Would taking a chance pay-off?

Brooke Burdge, Marketing Manager, Movable Ink: Jarrod, what was the main goal of this campaign?
Jarrod Purchase, Email Marketing Manager, Best of the Best: We run a competition every 15 days to promote discounted tickets for dream car giveaway competitions. We had a few main goals for the “Hold onto this email” campaign. Of course, we were aiming to increase revenue and strengthen customer engagement in a new way. But we also wanted to drive more customers to participate in the competition earlier on in the 15-day period, and to make repeat purchases. Typically, customers participate more towards the end of the competition period since there is less waiting time to find out if they won, and they very rarely purchase more than once in each 15-day competition period.

BB: What did you do differently with this campaign to help you achieve your goals?
JP: Instead of sending three separate emails on consecutive days with three varying offers, we decided to consolidate our efforts into one, fully dynamic email that changed depending on when it was opened. The email became almost like a scavenger hunt in the inbox, where customers could come back the next day to discover something completely new.

BB: Can you walk me through how the user experience changed depending on which day the email was opened?
JP: Sure. If you opened the email on the first day of the campaign, you would see images of three car types in a row. The Aston Martin was labeled “Today,” the Range Rover was labeled “Tomorrow,” and the Porsche was labeled “Wednesday.” The Aston Martin image—the featured deal of the day— appeared in full-color, with the other two brands in black & white. This allowed recipients to see what deals were coming up, but kept the focus on the current deal. At the bottom of the email template, we included five images of different models of the automobile brand being promoted that day. For example, on day one, subscribers would see promotions for five different Aston Martin vehicles in this space. A live countdown clock at the top of the email showed how much time was left until the next day’s featured offers became available.

If the same subscriber re-opened the same email again on day two, they would notice that major changes have taken place. Now, the center image of the Range Rover is in full-color, and the five images at the bottom of the email are promoting various Range Rover models. Also, the headers of the other deal offers have changed—the Porsche is now “tomorrow” versus “Wednesday.” The experience is similar on day three. When the campaign was finished, all images turned to black & white and the call-to-action changed to visit our site for other great offers.

The last thing to point out is that the email was also mobile optimized. When opened on a mobile device, the images in the bottom section dropped underneath each other to better fit the width of a mobile screen.

Best of the Best mobile optimization

The email was also optimized for mobile device users.

BB: How did this email perform? Do you have any results you can share?
JP: Overall, the campaign was a success. We saw positive results in re-opens, revenue, repeat purchases. For re-opens, 23% of subscribers who opened the email on the first day returned to open it again on the second day. 7% of the “day 1” openers returned again on the third day.

For revenue, we experienced a 170% increase compared to our forecasted revenue for the 3 days. The campaign was launched at the start of the 15-day period, and as I mentioned earlier, we typically see the most revenue coming in toward the end of the competition. The campaign significantly lifted our early sales, which in turn increased the likelihood of repeat purchases made throughout the rest of the competition period.

Approximately 7% of customers purchased more than once. This number is much higher than what we typically see for repeat purchases during our 15-day competitions.

BB: What might you do differently if you were to launch a similar multi-day, single-email campaign in the future?
JP: We’re curious to see what would happen if instead of giving subscribers a glimpse of the upcoming offers in black-and-white, we simply showed black boxes with question marks to keep future deals a surprise until they were available. It’s unclear whether our subscribers returned to the email because they were anticipating the upcoming Range Rover or Porsche offers, or if their curiosity about upcoming, unannounced offers would have driven even more re-opens. In the future, I’d like to run an A/B test to see which option drives more re-opens and revenue. 

BB: How did Movable Ink help you out with this campaign?
JP: Our team at Movable Ink is always a reliable source of new ideas for our email campaigns. Movable Ink’s technology makes it easy for us to experiment more, and to get more creative with the emails we send.

People don’t expect interesting things to happen in their email marketing. They’re used to seeing interactivity and real-time content on the web, but that experience isn’t as common in email. Movable Ink helps us bring that experience into email to strengthen the overall effectiveness of our email marketing channel.

At Best of the Best, we rely strongly on our email program for driving visits to our site and participation in our competitions. This campaign was an entirely new approach for us, and it was risky to try something that we had never done before and weren’t sure how it would turn out. But in the end, we’re happy we did it. It was fun to experiment, and taking the risk certainly paid off for us.

For questions or to learn more about Agile Email Marketing technology from Movable Ink, reach out to us at contact@movableink.com.

Campaign of the Week: Matrix Newsletter with Video, Countdown Clock, and Local Map

Matrix Newsletter WITH PINK

Matrix, a division of L’Oréal, used various pieces of live content (highlighted in pink) to make this email newsletter stand out. Click image to view full-size.

This week’s featured agile email marketing campaign is from Matrix, a division of L’Oréal, and creatively combines a video, countdown clock, and local map. I sat down with Lindsay Broekemeier, Customer Success Associate, to learn more.

Brooke Burdge, Marketing Manager: What was the goal of this campaign?

Lindsay Broekemeier, Customer Success Associate: Matrix is a unique beauty brand, because its products are only distributed through salons and authorized retail stores; they cannot be purchased online. For this reason, Matrix has two main audiences: the salons that purchase and use the products, and the consumers that visit these salons and are loyal fans of the brand.

The goal of this email campaign was to create a newsletter that gave both audiences relevant updates on the Matrix brand. Two separate emails were built to accomplish this goal: one sent to the distributor segment, and another version sent to the consumer segment.

BB: What stands out about this agile email campaign?

LB: This campaign was made highly relevant for each audience using live content. In both versions, Matrix included a video that played directly in the email, as well as a local map. The email sent to the distributors also contained a countdown clock showing the time remaining until an educational webcast.

BB: Can you describe how the video in email worked?

LB: Sure. The video played automatically within the inbox itself, with no need to open in a media player or browser. The video was originally created for other promotional purposes, so this is a great example of how marketers can effectively use their existing video content in email campaigns as a way to increase the video’s ROI.

BB: What did the local maps show in each version of the email?

LB: In the email sent to the distributor segment, the local map showed nearby Matrix Distributors where salon owners could purchase the products to use in their salons. In the version sent to the consumer segment, the local map showed nearby salons that use Matrix products. In both versions, the map was targeted to each individual recipient’s location at the moment of email open.

BB: What do you think is the biggest takeaway from this campaign?

LB: Matrix used live content in creative ways to make each individual email as engaging as possible. Because of the brand’s distribution channel, the use of local maps was a particularly impactful addition to this agile email campaign.

Thanks, Lindsay! To learn more about incorporating live content into emails, visit the Movable Ink Platform page or reach out to us at contact@movableink.com.

Campaign of the Week: ESPN’s NFL Draft

This week’s most innovative agile email marketing campaign comes from ESPN. ESPN used multiple agile elements to create a one-of-a-kind user experience around the NFL Draft. To do so, they incorporated a dynamic countdown clock, real-time information on the current draft round, and live sports commentary from social media. 

Kyle Frey from our Customer Success team collaborated with ESPN on this campaign, and gave his view on what made this email so successful:

Brooke Burdge, Marketing Manager: What stands out to you about the ESPN NFL Draft campaign?

Kyle Frey, Customer Success: This campaign transforms the email into much more than a one-time communication. Instead of using the email as a way to redirect their audience to various other online locations, ESPN was able to deliver real-time information about the NFL Draft in a single location. ESPN made their viewers’ interests a priority by giving them what they’re interested in, and making this easily accessible from the inbox.

BB: Can you give more detail about how the agile elements of this email worked?

KF: Sure. The countdown timer showed how many days, hours, minutes, and seconds remained until the next NFL Draft round. Once the draft started, the countdown timer changed to a call-to-action button where fans could click to watch the draft live. The clock then restarted after each draft round ended, counting down to the next round.

The main display showed the current draft pick in real time on the left, coinciding with live social tweets from NFL commentators on the right.

BB: What do you consider the biggest lesson from this campaign?

KF: The biggest lesson here is to envision your email campaign as more than a static way to remind or educate your audience. Email has the power to deliver something unexpected, and to create an engaging and enriching experience. ESPN did an incredible job of maximizing the full potential of email with this dynamic campaign.

 

Thanks, Kyle! To learn more about incorporating live content into emails, visit the Movable Ink Platform page.

Campaign of the Week: Finish Line’s Jordan Retro 8s

image

This week’s featured Agile Email Marketing campaign is from Finish Line, and shows the power of pairing social media with a countdown clock to drum up excitement for a highly anticipated product launch. Vince PeGan from our Customer Success team worked with Finish Line on this campaign, and gave his perspective on what made this email stand out. 

Brooke Burdge, Marketing Manager: What was Finish Line looking to accomplish with the Jordan Retro 8s campaign?

Vince PeGan, Customer Success: The Jordan Retro 8s have a huge following, and sneaker fans were extremely excited about the upcoming release. The team at Finish Line wanted to build buzz around the start of the sale, while also giving their customers answers to questions they might have about the shoe’s launch.

BB: How did this email achieve their goals?

VP:  They accomplished their campaign goals in two main ways: First, Finish Line used our Countdown Clock app to embed a dynamic, ticking clock in the email that showed the hours, minutes, and seconds remaining until the Retro 8s would be available. Doing this added a sense of urgency and transparency around the time-sensitive promotion.

Second, they used our Tweets app to embed the @FinishLine Twitter handle and the company’s latest tweets directly into the email message. This allowed customers to easily see some of the latest questions and answers related to the Jordan Retro 8s. Showing real-time conversations about the shoe added a powerful element of social-proof. Sneaker fans were able to see the conversation happening live online, which gave them a more compelling reason to join in.

BB: What do you think is the big takeaway from this Agile Email Marketing campaign?

VP: It all comes down to the customer’s experience. Finish Line kept their customers in mind throughout each step of this campaign’s development. They understood how much their customers were anticipating the release of this shoe, and used live tweets to address customer inquiries by answering the most common questions ahead of time, and pushing those conversations into email. At the end of the day, by utilizing multiple Movable Ink apps, Finish Line was able to deliver a truly engaging experience to their customers.

To learn more about incorporating live content into emails, visit the Movable Ink Platform page.

Campaign of the Week: American Eagle Outfitters’ T’s and Tanks

image

Once a week, we’ll be sharing a recent campaign that stood out to the Movable Ink team as a creative use of our Agile Email Marketing technology.

This week, I sat down with Customer Success Manager Andre Prevot to discuss a stand-out campaign from American Eagle Outfitters.

Brooke Burdge, Marketing Manager: What was the main goal of this campaign?

Andre Prevot, Customer Success: The goal was to use Movable Ink’s Creative Optimizer app in order to test user engagement and response to two very different presentations of a promotion in real-time, and to optimize the campaign on the fly based on which one was receiving the most clicks.

BB: How did this campaign differ from others you’ve seen that make use of Movable Ink’s Creative Optimizer app?

AP:  With the Creative Optimizer app, we are able to see mid-send how an A/B split test is performing, and change to the better-performing creative after the email has already been sent and is sitting in a user’s inboxes.

Typically, marketers swap a single image for another. However with this campaign, each presentation of the promotion consisted of several image slices and had two different click-through destinations. Furthermore, the white and yellow variations were drastically different, which is the basis for a compelling test.

BB: Can you share more details about the campaign, including any results?

AP: The campaign was launched on a Sunday in the late afternoon, and by early Monday morning, we could see that the white variation was drastically outperforming the yellow one. After seeing the test results, we were able to push the white creative to replace the yellow in real-time. This meant that even though the email was already sent out, anyone who opened it going forward would only see the white creative.

Changing the creative resulted in a 101% lift in click-through rate, at a 100% confidence level.

BB: What’s the biggest takeaway from this Agile Email Marketing campaign?

AP: The key takeaway here is that when you test creatives that are drastically different — that’s when you’re able to achieve the most substantial lifts in click-through rates. This was an elaborate test design, but was certainly worth it.

BB: Thanks, Andre!

To learn more about how to maximize your click-through rates and campaign performance, give us a shout at sales@movableink.com.