Category Archives: Emails We Love

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.

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.*

tosh.O

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.

The Inkredible Five Summer 2014 Is Here!

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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.

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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!

Emails We Love: Lilly Pulitzer’s #hoorayforspring Campaign with Social Media and Local Maps

Display images to show real-time content and test out deep linking to Twitter!

Ready to trade in your snow boots for sandals, and dark colors for warm pastels? Although spring weather may not be here just yet (at least not here at Movable Ink headquarters in New York!), it’s never too early to start getting excited about the warmer months ahead.

We love how this agile email marketing campaign from Lilly Pulitzer made clever use of social media to create excitement around the new Spring 2014 collection, and also incorporated real-time geo-targeting to show each subscriber the nearest store location.

Lilly Pulitzer encouraged recipients to share what they love about the new spring collection by using #hoorayforspring on Instagram and Twitter. The latest tweets using that hashtag were displayed directly in the email. To make it as easy as possible for subscribers to engage with the campaign, a click on the “Tweet Now” button prompted a tweet with the hashtag pre-populated and ready to send. If a subscriber opened the email on mobile, the tweet loaded directly in the Twitter mobile app using deep linkingWant to test out deep linking to Twitter for yourself? Just click the email image here to share this post!

This campaign also used real-time geo-targeting to display a local map and address information of the nearest retail location where subscribers could shop the spring collection. The store information and map is determined and populated instantaneously at the moment of every email open.

Interested in learning more about how Agile Email Marketing technology from Movable Ink made this campaign possible? Reach out to us at contact@movableink.com or request a demo.

Emails We Love: RadioShack’s 2013 Cyber Monday “24 Deals in 24 Hours”

RadioShack Cyber Monday email marketing

A glimpse at how the email dynamically changed each hour.

This creative Cyber Monday campaign from RadioShack encouraged subscribers to open the same email at the top of every hour to discover a brand new deal. The featured deal updated automatically within the email so that whenever a subscriber chose to open the message, the latest offer was always displayed. The offers promoted in the email corresponded directly with the hourly deals featured on RadioShack.com.

RadioShack originally tested the idea of updating offers in a single email during Cyber Monday last year, and experienced a 25% lift in click-through rates compared to the year prior. Read more about the retailer’s past experiences with Agile Email Marketing technology and future plans here in Adweek.

This year, RadioShack incorporated even more real-time email content and interactive cross-channel functionality to fully amplify the Cyber Monday shopping experience:

  • RadioShack deep linking pre-populated tweet

    A pre-populated tweet about RadioShack’s #24dealsin24 loaded from a single click in the email.

    countdown clock animated to show how many minutes and seconds remained until the next big “deal reveal”. The timer automatically reset at the start of each hour.

  • Subscribers were encouraged to tweet their guesses for the next deal, and RadioShack made it as easy as possible for recipients to participate by deep linking to Twitter with a pre-populated tweet. After clicking on “Tweet Your Guess Now”, a ready-to-send tweet loaded in twitter.com if the email was opened on desktop. If the email recipient was instead using a mobile device, the tweet loaded within the mobile Twitter app.
  • A live social media feed showed @RadioShack’s latest tweets, which included hints about upcoming deals.

Interested in learning more about how Movable Ink can take your holiday season email campaigns to the next level? Reach out to us at contact@movableink.com or request a demo.

Emails We Love: Lilly Pulitzer’s #buymelilly Click-to-Tweet

The 2013 holiday shopping season is already underway, which means we’ve been keeping an eye out to see the creative ideas marketers have dreamt up this year to captivate their email audiences.

One recent holiday email that caught our attention comes from Lilly Pulitzer. By using Agile Email Marketing technology, Lilly Pulitzer included an image in this campaign that when clicked, prompted a pre-populated tweet to open that included the #buymelilly hashtag. The image was also deep-linked so that if the subscriber opened the email on a mobile device with the Twitter app already installed, the tweet would load ready-to-send in the mobile app versus requesting a log-in to Twitter in a web browser. The user’s device was detected at the moment of email open, and the optimal click-through action was also determined in real-time.

Lilly Pulitzer holiday email marketing

Click image to view full-size.

We love this email because not only does it unite social media and email together seamlessly, but this approach is a clever way to make it easy for fans of Lilly Pulitzer to share with their networks what’s on their holiday wish lists this year.

Check out even more examples of how to use social media in email, as well as our favorite holiday season campaigns, on our Pinterest page. Questions? Reach out to us at contact@movableink.com or request a demo of Movable Ink.

Emails We Love (Halloween Edition!): ivivva’s Zombie Yoga Month with Real-Time Local Maps

ivivva Zombie Yoga Local Map Email

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To get you in the Halloween spirit today, here’s one of our favorite spooky emails sent from ivivva, a member of the lululemon family. The email promotes Zombie Yoga Month, a series of local community events held by ivivva where girls all over North America took to their yoga mats to join the “zombie yogapocalypse.”

The agile email included a real-time local map which showed the nearest ivivva store location, hours, and contact information at the moment of email open.

To see more examples of how real-time local maps can be used in email, check out Movable Ink’s Pinterest page.

Happy Halloween!