The endless march of mobile kept going right through the rest of 2014. According to our latest research, email opens on smartphones in the US are now at an all-time high. Not only that, the states that favor the desktop for email over mobile devices has dropped to nine, down from eleven compared to our Q3 2014 research.
About 50% of email opens now occur on smartphones. That’s right – not all mobile devices, just smartphones. Email opens on mobile devices now account for nearly 67% of all email opens, while just around a third of emails are opened on desktops.
Continue reading [RESEARCH] Mobile Email Opens Hit an All-Time High in Q4 2014
Okay, New York City’s #Snowmageddon2015 was more like #FakeStorm2015. But a few feet of fresh snow overnight is still nothing to turn your nose at – even if the promised “hurricane-like gusts” of wind never really materialized.
Up and down the East Coast, there’s a lot of snow. This is the first biggest snowstorm of the year… did your company have a contextual email campaign ready for it?
We collected some of our favorites from the day of #FakeStorm2015. These are contextual emails that took the weather into account – either through clever geo-targeted segmenting or automated email personalization – and offered deals and great contextual content.
Here are eight brands that sent contextual emails based on the snowstorm:
Continue reading 9 Awesome #Snowmageddon2015 Emails
When you’re watching a TV show on Netflix and Netflix automatically recommends another show that looks good, you don’t really think before you click it. The content is so relevant to you, so targeted to your interests, you know you’re going to like it.
Netflix is built on this model. By crunching data from 44 million subscribers, the company has created a contextual marketing engine that delivers 76,000 different genre types, offering genres as obscure as “alien films from the 1970s.”
By sending these recommendations in real-time, Netflix isn’t just delivering the best show, recommended for your individual preferences – the company is actually creating contextual marketing campaigns and targeting them on an individual basis.
Netflix has created marketing that’s so seamless that it’s built right into the experience. Every time you click a recommended show, you’re clicking an ad.
That’s a pretty big deal, considering customers really don’t like traditional marketing. Forrester found that less than a quarter (22%) of consumers trust emails from companies or brands, only 13% trust ads on web sites, and only 32% trust ads in any channel.
What customers do trust is utility and experience… and that’s why contextual marketing is so important today. Just ask Uber.
Continue reading Netflix & Uber Run Marketing Campaigns That People Actually Want to See – Here’s How.
When you think of comedian Louis CK, you probably think stand-up comedy first, TV second, and “contextual marketing” never.
But recently, Louis was the first comedian to ever sell out three shows at Madison Square Garden. In fact, so many people bought tickets that he had to announce a fourth.
And he did it by sending contextually relevant emails.
This isn’t the first time that Louis CK ran a contextual marketing campaign. Three months ago, anyone in the area of Somerville, Massachusetts, received an email announcing three back-to-back shows at the Somerville Theatre in Davis Square… and all those shows also sold out.
The email went out one day before the first show started. The Somerville Theatre didn’t mention that Louis CK was performing there. Not on posters, not in the calendar, not even on the marquee out front.
But it didn’t matter, because Louis CK had contextual email marketing on his side.
Continue reading What Louis CK Can Teach You About the Crazy Power of Contextual Marketing
Netflix knows what kinds of TV shows you want to watch next. Pandora plays obscure sub, sub-genre music you would never otherwise know you loved. Amazon recommends everything from books to spatulas, while Google and Facebook create a custom-tailored experience just for you.
It’s no coincidence that some of the most recognized brands today have started personalizing content and product recommendations. In a digital world that’s crowded and noisy, personalized content helps customers create their own journeys, from start to finish, and make sense of the nearly infinite offers being sent to them on a daily basis.
In 2014, contextual email marketing made major strides in personalization. This year, we’re sure to see even more dynamic campaigns as email marketers work hard to personalized content that speaks to their customers on an individual basis.
To reflect on the different ways companies can personalize emails for customers, we collected five examples that show the different kinds of email personalization that companies are implementing:
Continue reading Design, Deals, Location and More: 5 Examples of Effective Email Personalization
If you want to get a marketer’s attention, just use the “L” word.
Every quarter, there seems like there are a dozen new systems begging for budget or attention in the marketing department, while the pressure to achieve results – measurable results – keeps going up.
Marketing teams are constantly trying to push the envelope while endlessly juggling all these new platforms.
So “lazy” is one of the last words they want to hear.
Continue reading Are Marketers Lazy? Or is Real-Time Personalization Just Really, Really Hard?
Email personalization applications can be a tough thing for marketers to integrate into current email campaigns. It’s still a relatively new technology, which means that contextual marketing features such as countdown clocks, live web cropping, and creative optimization can be hard to implement without the help of a client experience team.
From the technical to the aesthetic, dynamic content brings a new world of opportunities for email marketing, which is why marketers who are just getting started in personalizing emails should learn how to crawl before they start to run. And that means thinking about dynamic email content from the ground-up.
Continue reading Email Personalization: Learning to Crawl Before You Can Run
Anyone with a smartphone has done it. You’re checking your email for a few minutes – between meetings, during a commercial, waiting for someone who texted you that they’d be there but is nowhere in sight – and you start mercilessly deleting emails, one-by-one.
Anything that doesn’t seem useful is a candidate for the Trash folder.
And, as marketers are starting to find out, email marketing campaigns are often the first to go. Sure, open rates on mobile devices are spiking. Recent research from Epsilon shows that mobile open rates grew by 6.5% from the past year. But clickthrough rates are falling. Epsilon found that there was a dip of 0.5% in clickthrough rates (dropping from 4.5% to 4%) over the same time period.
A dip of 0.5% in clickthrough rates is no reason to start shouting that the sky is falling and hyperlinks are the main thing dropping out of the clouds. But this points to an interesting trend: it’s a lot easier to get customers to open mobile emails than engage with them.
Continue reading How – And Why – Google Inbox Could Save Mobile Email Clickthrough Rates
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.
Continue reading Use Movable Ink To Keep Holiday Emails Relevant – Even After Shipping Deadlines!
The 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!