While most marketers use list segmentation to personalize email for different audiences, there are now a lot of other factors you need to consider.
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.
Apple Pay™ launched on October 20th; which is exciting for marketers! Why? Apple Pay™ is going to put an even bigger emphasis on the importance of mobile as consumers can complete purchases by simply scanning their finger on their iPhone (6 or 6 Plus) or iPad (Air 2 or Mini 3). It’s being championed as the solution that will start the consumer shift to mobile payments. But what does that mean for you and your email program?
With the launch of Apple Pay™, have you wondered:
1. How can I use email to now drive even more mobile sales?
2. How can I target mobile consumers by their device and location to drive Apple Pay users into stores?
3. How exactly does Apple Pay work – I want to see this 2 click conversion!
Lucky for you, we’ve answered those questions in our webinar already. A replay of “Getting Mobile Consumers to Bite with Apple Pay” is available for you to watch here.
If you have any questions, please reach out and contact us at email@example.com.
A few weeks ago we discovered that Apple had changed the way it rendered HTML 5 videos in email on iOS 8 devices.
Here’s a recap. Let’s say you used agileEMAIL to embed a video in your email (because we know including videos within email makes it more engaging). When subscribers opened your email, your video would appear as a poster image with a play button, but the video didn’t play within the email itself. On top of this, your subscribers had no easy way to reach the video’s targeted landing page once video playback was complete.
It isn’t clear that Apple will revert back to the way they used to handle video in email—so our Engineering team crafted a solution within agileEMAIL that works with iOS 8 AND improved on the user experience!
Here’s how it works:
- • When subscribers open an email with an embedded video, the video poster image appears with a play button.
- • When the play button is tapped, QuickTime is launched within the mobile version of Safari, and the video plays in fullscreen mode.
- • In addition, you can now direct subscribers to the video’s targeted landing page—after video playback is complete, your subscribers can tap “Done” followed by the browser’s back button. This launches the video’s targeted landing page within Safari, making it faster and easier for your subscribers to reach the video’s landing page.
If you have any further questions about this, please contact your Client Experience team, or email firstname.lastname@example.org.
Yesterday Apple announced that Apple Pay will arrive on Monday October 20th along with the iOS 8.1 update. This is exciting for marketers and further puts an emphasis on the ever-growing importance of mobile. With Apple Pay, consumers can complete purchases by simply scanning their finger on their iPhone (6 or 6 Plus) or iPad (Air 2 or Mini 3). It’s being championed as the solution that will start the consumer shift to mobile payments. But what does that mean for you, especially for your email program?
We’ve cooked up some potential email Apple Pay integration ideas that could be possible through agileEMAIL when iOS 8.1 is released on Monday. With agileEMAIL, you can target by operating system and optimize content for the device it’s read on. These are key capabilities when driving usage of a new mobile payments solution.
1. Use Email To Drive Participation with Apple Pay.
There’s a land rush now to be the first payment provider in Passbook. When a subscriber running iOS 8 opens up an email, target them with a message to add a payment method to use with Apple Pay. Deep link from the message right into Apple’s Passbook where the subscriber can scan in their credit or debit card using the iPhone’s or iPad’s camera.
2. Click To Buy Buttons In Email
Fewer clicks and less data entry mean more purchases. Click to purchase buttons aren’t new in email, but now you can link your emails to Apple Pay and remove steps on the path to conversion. After clicking in an email, take the consumer right to the shopping cart or straight to the checkout page where they can use Apple Pay. Working towards this will reduce clicks and abandonments on mobile.
3. Geo-Target Subscribers Near Stores That Accept Apple Pay
iPhone 6 and 6 Plus users can take advantage of Near Field Communication (NFC) to use Apple Pay to complete their purchase at the store, rather than pulling out their credit card to swipe. Use agileEMAIL to geo-target consumers, displaying local maps or lists of nearby locations that accept Apple Pay. You can even provide a coupon to add to Passbook to redeem in stores that accept it. This can be a highly engaging way to capture that user and drive clicks to bricks.
On Monday when Apple Pay launches, keep in mind that not all iOS 8 users will be able to use it. Plan your campaigns accordingly. We know this much though – demand for devices that support Apple Pay is high. Over 10 million iPhone 6 and 6 Plus units were sold on the first weekend these devices were available and by the end of the year they’ll be sold in 115 countries. Furthermore – the iPad Air 2 and iPad Mini 3 launch alongside iOS 8.1 on Monday. Apple Pay has the potential to be a huge hit.
One of the hottest topics in e-commerce is how to successfully deploy an integrated cross-channel marketing strategy. It’s a focal point because we live in a world where you can buy online and have the order delivered before brushing your teeth that night (well almost that quickly). You have to start somewhere, and fast because holiday is right around the corner. Why not test some tactics to drive in-store traffic through email to boost store visits this holiday?
Whether you’re selling limited inventory items, providing an in-person service, selling consumable goods, or simply being the digital marketer tasked with driving traffic to your store, we can all leverage email to achieve our goals. It’s no easy task getting a shopper to move from their chair to your store, but we’re here to help you tackle the mountainous challenge. Here are a few things you can do (all made easy to execute through agileEMAIL) to start integrating your stores with your email in time for holiday 2014.
1. Local Store Information In Email
A quick win you can implement to drive foot traffic through email is to include local store information right in the message the recipient is reading. Make it as easy as possible by displaying information consumers need to know such as your store name, address of nearest location, hours of operation, a local map, phone number, and/or store events. Take it a step further and use a web crop to show real-time inventory or available appointment times right in the message. This can all be done through geo-targeting based on the current location or a zip code on file.
Finish Line used local maps to share the nearest store location and hours with their subscribers. They also included coupons to use in the store. Steve Madden included deep linked social icons to promote social sharing alongside of store visits in their email to accomplish the same goal.
2. Classic Couponing, With A Twist
Couponing, discounts, and deals aren’t new news (especially at holiday). But they are easy to make, easy to display, and easy to redeem. Including them in email is a no brainer but the call to action and how they render can drive more traffic to the store. According Movable Ink’s Q2 2014 U.S. Consumer Device Preference Report, almost 2 out of every 3 emails are opened on a smartphone or tablet. Mobile optimize your email creative (like Express did to the right) and enable customers to bring the email to the store via their mobile phone for the clerk to scan for use, or to reveal its true value. Using mobile optimization email marketers can create device specific HTML that could render a barcode at the top of the screen for ease of redemption and search in the inbox too.
3. Promote Holiday Events Through Social Integrations
Holiday marketing initiatives take on a life of their own, and for many take over the entire store. For example, Macy’s Thanksgiving Day Parade generates a lot of social buzz and Bass Pro Shops converts their floor space into a holiday winter wonderland. Consumers like to share their experiences and turn to Facebook, twitter, instagram, and pinterest to do it. Pull in social feeds around your handle or promoted hashtags this holiday to add consumer sentiment and authenticity to your email. This not only shows what your company is up to, but also highlights and utilizes user-generated content. Further, you can set up your email to deep link with pre-populated tweets that the recipient can share. Measuring engagement is easy by tracking participation, such as the number of hashtag uses, @ mentions, and new followers compared to a regular day. I’m sure your social team can tell you the value they bring!
7 for all mankind ran a friends and family promotional series that included twitter feeds and ran contests driven by pre-populated tweets (click-to-tweet via deep linking in agileEMAIL). The social integrations worked making their friends and family promotions successful.
4. Measure Success
For short-term engagement measurement, look to the click through rate and email read length. Test how creative performs and see how localizing store information improves performance. In the control version, specifically look at the click-through rate of a generic “Find your nearest store” call to action vs. click-through rate of the dynamic localized version. What percentage of people clicked through to the store locator page versus the percentage of people who likely saw the map in the email? To measure foot traffic and dollars, collect email addresses at the point of sale and tie these back to those who received the email with the store information versus those who did not. These quick tips will help impact the performance of email to drive traffic to the store.
Driving consumers to the store through email can seem like a big challenge. You can start tackling it by providing your customers with the relevant information they need to know about nearby locations, promotions, and more. We’re here to help too and are available around the clock this holiday season. Email us at email@example.com if you have questions about how you can use email to drive more traffic to your stores.
September is in full swing and so is planning for the upcoming holiday season. Over the last few weeks we have hosted the first two 2014 Holiday Hit List webinars and next Tuesday at 1 pm we’ll be hosting our third called “Steal These Ideas.” Our client experience team pulled together some of the best email strategies we’ve seen over the last year and put them into an “easy to steal” and/or replicate format for you to use this year.
To foreshadow the webinar, we pulled together a post for the Only Influencers blog. With just 74 days left until Black Friday, we wanted to share it here with you to help spark some ideas. You can also use it as a guide to get a jump start on your 2014 holiday email too.
Over the last few years, there has been a shift from Black Friday & Cyber Monday “events” to a weeklong Thanksgiving extravaganza! A few clients we work with said they’ve seen sales tick upward before their “sales” even start, as much as a week or two before Thanksgiving. Let’s start thinking about how to best serve our customers and help achieve our own targets at the same time. Consumers are on the hunt for a good deal, and they want to know what’s happening and when. But they don’t want their inbox to be so full that they can’t get the information they were looking for before buying.
With that said, here are a few quick ways that you can effectively strike that balance and drive success during the 2014 holiday season.
1. Mobile Optimize Email – Each quarter Movable Ink releases a consumer device preference report. It shows how consumers use smartphones, tablets, and PC’s for email. In the latest edition, almost 2/3 of brand marketing emails were opened on mobile devices. This is no longer a new trend but the norm. Further – tablets are the choice device at night and on the weekends. Over 50% of your traffic could come from smartphones and tablets this holiday season. Think about how you can take advantage of that traffic through mobile optimization to capitalize this holiday season.
2. Personalize Email – Personalized email drives 3-5x returns over traditional messages. It can be as simple as adding the recipients name and account information into the email, or as complex as a truly 1:1 triggered message. If you have not incorporated some personalization into your email program, look into ways to start doing it today. Product recommendations are a quick win, or go further and start personalizing content and offers within each message too.
3. Location, Location, Location – Geo-targeting can increase your performance by as much as 25%. Simply considering the cultural and weather differences across the country will impact response rates to emails received. So when it’s snowing up north and warm down south tailor your messages, offers, and calls to action based off of regional differences to increase engagement and click rates.
4. Email For Store – Within your holiday email, promote nearest store locations or promotions happening in the store. It’s a fast way to start utilizing cross-channel promotion. Don’t forget the consumer doesn’t see your email, website, or storefront as different channels, they see it as one company they buy from. Integration will improve the customer experience.
5. Flash Sales – Black Friday built its name on retail sales volume, and deals available to consumers. Turn your Black Friday/Cyber Monday emails into marketing machines and promote time sensitive deals through them. Send a few emails over the course of the day promoting the next available offer, or even update the same email every hour with a new deal. We helped a retailer execute this strategy and they drove a 99% increase in email revenue year over year for cyber Monday in 2012. They got great results again in 2013.
6. In The Moment Email – One of the biggest innovations in email is the ability to pick what to display in real-time at the moment of open. We have been locked into a pre-send decisioning world for so long that we haven’t even thought about what could be done if we could target and adapt messages after we click send. This is an emerging capability that when mixed with any of the five above can drive upwards of 20% increases in dollars per message. Use the data in the world around you to optimize on the fly, find out what creative drives the best results, and get better insight this holiday season too.
We’ll dive into these and more next Tuesday at 1 pm eastern during our “Steal These Ideas” webinar. Click here to register today. As always, if you have any questions or if we can be of assistance please reach out to us at firstname.lastname@example.org.
Last week we posted our first installment of Tips and Tricks for Halloween Email Marketing. It was filled with reasons, ideas and recommendations to consider using Halloween to bump up email performance this year. So is it in your best interest to add some “Boo!” factor to your email in October? Long-story short, it is! Your customers want to see that you are just as agile, current and relevant as brands need to be these days to keep recipients invested in what you offer and engaged in how you offer it to them.
As a follow up, we’ve put together a few more hair-raising tricks to deliver personalized content for part two of our Tips and Tricks To Engage Trick-or-Treaters.
Your email might not even need to be offering anything. Think about sending a nice sentiment to show you’re looking out for your customers. Show you care with some weather-based trick-or-treating tips:
Think about time-targeting your content for before, during and after Halloween. It will drive customers back to your site for items they may not have realized they needed. Or you can engage them with general advice or tips for Halloween with video content. Here we have three videos swapping out of the message, depending on when it’s being read. Before Halloween weekend, we’ve featured make-up ideas and inspiration. During, we’re offering make-up application tips and after, make-up removal product recommendations. All while swapping out the below featured products and letting customers know where their nearest store is if they need to run in an buy these last-minute items:
Before Halloween Show: During Halloween Show: After Halloween Show:
But Most Importantly….Get Results! Still on the fence? TEST, TEST, TEST! We can run your holiday-targeted content versus your regularly scheduled content and optimize in real time based on click-through rate or conversions so you can see what your customers respond best to. agileEMAIL gives you a great way to let your customers show you what they want to see from you, but you won’t know until you try, test, and optimize.
However you decide to pump up your Boo! factor, we hope you have a safe and Happy Halloween. Stay agile!
If you have any questions please contact us at email@example.com. We are glad to help!
Halloween is fast approaching but there is still time to get in some last minute messaging to keep your emails engaging and relevant. Over the past few years, consumers have spent roughly $6.5-8 billion a year on Halloween alone. So if you’re not tailoring messages to try and get a piece of that pumpkin pie, we’ve compiled some easy ways for you to start now.
Think Halloween is just for kids? According to a National Retail Federation Survey, 71.5% of Adults (18+) planned to celebrate or participate in Halloween activities, 75.7% said they would hand out candy, 51.4% indicated they would decorate their home or yard and 36.2% planned to throw or attend a party themselves.
Getting your subscriber’s attention doesn’t have to be an exclusive party, either; you don’t have to be selling costumes, candy or decorations in order to spook-up your October marketing campaigns. Halloween is a hauntingly fun time of year that can keep up engagement and/or revenue between your Back-to-School and Holiday marketing pushes.
We’ve referenced a post from Marketing Sherpa’s Article Archive and have compiled a list of tips and suggestions if you’re still on the fence:
1. Get Social! “A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is” (Scott Cook, Co-Founder Intuit). Getting your customers involved in a conversation or photo-sharing is a great way to increase email engagement and brand awareness! We recommend having your customers use an Instagram hashtag of their costumes or decorations and deep-linking a pre-populated tweet of their #scariestmoment. Using Movable Ink’s social capabilities, we can include one or both of these feeds in your October campaigns. American Apparel ran a campaign similar to this idea but didn’t incorporate any of the submissions into their email campaign or deep-link to their social sites for submissions. Here’s what they did (on the left) versus what they could’ve done (on the right) to maximize their social engagement and number of submissions:
2. Get Personal! Movable Ink offers a plethora of personalization and real-time targeting applications to help you deliver that 1-to-1 experience that consumers prefer. Personalization is an easy way to utilize your database to increase click-through rates and conversions on your next campaigns. You can start off with a simple image personalization and work your way towards hyper-personalized API integrations which serve up true personalized live content from your website. The below example from Krispy Kreme is a screen shot of a campaign that had been sent out (on the left) versus how it could have gone out using Movable Ink’s image personalization tool (on the right), which is now easier to use than ever before!
3. Get Creative! Feature some DIY or How-to videos for your customers that show creative ways to use your products for costumes or decorations. This great email from American Eagle and Rent the Runway with Etsy suggests great DIY costume compilations using items from their own product line. These can be compiled on your website and fed into your emails via Web Crop to ensure you only serve up compilations which are still in stock.
All in all, Halloween is about fun and we’d hate for you and your recipients to miss out. Reach out to your account team to discuss and strategize any of these ideas for your next campaign and keep an eye out for our next installment for Halloween coming soon! (update: click here to read part two)
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.
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.