Category Archives: Customer Success Story

Comedy Central’s Marketing Strategy Is No Joke

The following post is an excerpt from a story that appeared in the September 2014 edition of Direct Marketing News covering Comedy Central’s marketing program.  Written by Elyse Dupre, Associate Editor. Copyright Direct Marketing News 2014.  Click here for the full story.

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Content that’s in sync with consumers? Nooice!
…if Comedy Central wants consumers to engage with its content experiences, then it needs to make those experiences valuable and accessible. So, instead of forcing consumers to search for its content, Comedy Central puts the right content in front of them on the right platforms.

One way Comedy Central does this is through email. By working with real-time email marketing company Movable Ink, Comedy Central updates its email content dynamically based on its subscribers’ open times. For instance, if customers open a Colbert Report email in the afternoon before the show airs, Comedy Central can include a tune-in-tonight message with a preview link, Steele explains. But if they don’t open the email until the next day, Comedy Central can change its message to information about last night’s show and include a link to the full episode.

“Our engagement rates and open rates have gone up dramatically [as a result],” Steele says.*

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In this email promoting Comedy Central’s tosh.O show plays a video in the message to promote the new episode, and can change call’s to action after the episode airs.

Adjusting email content based on device is another way Comedy Central stays in step with its fans. If consumers open a Daily Show email on an iOS device and they have the Comedy Central app, they can click on the email and go straight to the app to watch a full episode, Levitt says. However, if fans haven’t downloaded the app, the network can include a link inviting them to do so. Comedy Central launched its app this past April and received more than one million downloads in less than six weeks.

“We’re being strategic in terms of what options we give you and how we make it easier for you to find  the content that you love,” Levitt says.

*Since implementing Movable Ink’s technology and taking a more mobile-centric approach, Comedy Central has experienced a 20% increase in email opens and clicks, Steele adds. …

For more information, please feel free to reach out to us at contact@movableink.com.

Bass Pro Shops Reels in Holiday Email Revenue!

Back in July Bass Pro Shops’ #REELTHANKS campaign made our list of Emails We Love.

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Their integrated digital campaign sought to increase social engagement and give back to the community through AMVETS.  They used device targeting to send optimized emails for desktops, tablets, and mobile devices as well as streamed live social feeds and used deep linking to make it easier for their subscribers to tweet and post with just a click – and it worked!  The #REELTHANKS campaign generated over 1,500 tweets and 4,000 Facebook shares.

Using agileEMAIL Bass Pro Shops increased click through rates by 23%, transactions to click rate by 53%, and mobile email click rate by 28.5%.  They execute cross-channel promotions and create in-store and digital synergies to drive customer engagement; so you can bet these strategies are going to extend into their holiday planning.

See what Bass Pro Shops has in store for their holiday email strategy and how it will reel in more holiday revenue by creating the ultimate customer experience both in-store and digitally.  Register now for our next Holiday Hit List webinar with Bass Pro Shops so you can tackle your holiday email strategy!

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.

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!