Category Archives: Uncategorized

Amazon Webinar

[Webinar] How Amazon Does Black Friday and Cyber Monday

Even though we’re barely into September, for the past two weeks, everyone’s been buzzing about Holiday 2015. We have too: last week we released this infographic as the first part in our holiday content series.

While lingering on the past for too long can be counterproductive, it’s certainly helpful to look back on 2014 to see what worked, what didn’t, who dominated the competition, and who fell behind. As the end of summer rolled around, we began thinking: who did Holiday 2014 the best, and what did we learn from it?

While tons of brands did great things last year, Amazon crushed it across the board. Digging a little deeper into their email program – with the help of eDataSource – proved fascinating to our team.

So, what did we learn? And how can you take those learnings and use them in your own holiday 2015 email campaigns? Join our webinar on 9/15 with eDataSource to find out!

Curious to learn more about Amazon’s holiday emails? Sign up here for the webinar! 

Weekend

Weekend Reading: A Big 5 Days

It’s been a busy week here at Movable Ink. We returned from MediaPost’s Cross Channel Marketing Insider Summit, released the first part of our holiday content series, and celebrated our end of summer company soirée last night.

We’re excited to relax this weekend, and in the meantime, here are a few things to catch up on:

  • We hosted a webinar with Boombox last Thursday all about quizzes and how they can be used for lead generation and subsequently nurtured with contextual email marketing. It’s a unique play that lots of marketers aren’t making, and if you missed the webinar the recording and slides can be found here.
Email Recruiting

How Email Marketing Can Help With Recruiting

This is a guest post from Aleksandr Peterson, Technology Analyst at TechnologyAdvice

Recruiting is tough. Unless you’re on the Fortune 500 list, you probably don’t have hundreds of applications streaming in every week for a single opening, especially if it’s a high-level position with unique skill requirements (such as a front-end web developer).

But that shouldn’t be surprising. More experienced job-seekers know they’re valuable, so they tend to be choosy about where they apply and what kind of offers they consider. By the time you discuss compensation and benefits, they might be talking to three other companies.

Recruiters Double As Marketers

According to a recent study by Jobvite, 69 percent of HR professionals expect recruitment to be more competitive this year. Seventy-three percent are considering increasing their budget for social media, 63 percent for referral programs, and 51 percent for mobile recruitment.

The way recruiters are hunting for qualified candidates in many ways resembles the tactics marketers use to attract business. Email marketing, which consistently yields the highest engagement and some of the most qualified leads, is one of those tactics. So, if recruiters can use marketing tactics to attract and engage job candidates, and one of the most successful marketing channels is email, then recruiters need to get up to speed on it.

Why Email Marketing?

Email marketing can target specific candidates and groups of candidates based on their demographics and behavior. And it doesn’t just engage them once or twice when they happen upon your site; it delivers content to their inbox and “nurtures” them, step-by-step, towards building a relationship with your company. Angela Zener, marketing VP at Findly, explains it this way: “As marketers build lead databases, target and re-engage customers, and work to make the sale, recruiters build talent pipelines, seek to continually engage talent, and encourage them to apply.”

The direct parallels between marketing and recruiting make email a smart choice for both.

How to Get Started

First, make sure you have the right technology in place to set up lists and automation rules. Some HR software for recruiters offers built-in email features, but the functionality can be somewhat limited compared to dedicated email marketing solutions.

Most systems are priced either by the number of contacts or number of emails you send. You probably won’t have a contact list as extensive as most users, or need to email them as frequently, so try to find a solution that provides the features you need (autoresponders, segmentation, analytics, etc.) but doesn’t blow your budget.

Next, create an email marketing strategy that supports your hiring needs: decide who you’ll email, how you’ll get their contact information, and what kind of emails you’ll send. Here are some ideas to get you started:

  • Careers page: Use your careers page as a hub for capturing contact information. Placing calls-to-action (CTAs) in the right places will give visitors a chance to subscribe to the mailing list. The CTAs should link to a web form that asks the job seeker for their contact information and area of expertise. You can use this information to send relevant email content.
  • Welcome email: Once a visitor subscribes to job updates, you can send them an initial welcome email (personalized, of course) to let them know you appreciate their interest, and confirm their job preferences (We’ll send you regular updates about IT jobs at ACME). If you choose, you can also use the welcome email as part of a double opt in process (which is a general best-practice).
  • Job Postings: Now that candidates are plugged in, you can send them updates about new job postings related to their area of interest. This demonstrates your brand is actively pursuing talent, and gives job seekers a chance to be the first applicants. It’s not always immediately rewarding, but if you build a targeted list of contacts, you’ll be one step ahead when you do have an opening.
  • Newsletter/Updates: If your subscribers opt in to receive company updates or a newsletter, you can send them educational or informative content about the general job market, company changes, or topics relating to their field (of course, this means you’ll need to create content). Although this isn’t connected to specific positions, it keeps your employer brand top of mind.
  • Transactional Emails: Transactional emails are usually associated with financial transactions (e.g. purchase confirmation, shipping update, etc.). But they can also be a powerful tool for recruiters when triggered by the flow of information between applicant and recruiter. For example, send an email to confirm you received their application, and provide a list of next steps. Transactional emails add transparency to recruiting, hiring, and onboarding and help the process flow smoothly. They also have higher open rates (above 100 percent, in some cases) than any other kind of marketing email.

Recruiters can be the next in a long line of professionals who use email marketing to stay engaged with their audience. Start simple — with welcome emails and a “job alert” feature — and see where that takes you. There’s a good chance you’ll see more applications from the right candidates and a smoother overall hiring process. The best part? You’ll never have to interview a stranger again.

 

 

Aleksandr Peterson is a technology analyst at TechnologyAdvice. He covers marketing automation, CRMs, project management, and other emerging business technology. Connect with him on LinkedIn.

New York Meetup

Founder Stories: A Session with Vivek Sharma

Every startup has a story. Some are longer than others, but at their core they all contain a ‘lightbulb’ idea, lots of hard work, and a dynamic individual (or individuals) who keep the dream alive.

Our co-founder and CEO, Vivek Sharma, has long been active in the Lean Startups Meetup (which has now become the Founder Stories Meetup). This Meetup group is dedicated to sharing what makes startup founders ‘tick’ and how they overcame challenges to succeed.

Tonight, Vivek will share his story. Come learn with us! 

Founder Story: Vivek Sharma of Movable Ink

Wednesday, Aug 12, 2015, 7:00 PM

Neo Innovation
22 W. 21st St, 8th floor New York, NY

50 Members Attending

I wanted to announce a new name and format for our meetup group, as well as our first speaker.Over the last 5 years, the Lean Startup meetup has had phenomenal speakers, but our favorite part has been the intimate conversations with startup founders.We’ve renamed the group “Founder Stories,” and that is what we are going to focus on.  We will si…

Check out this Meetup →

Quizzes and Context

[Webinar] Quizzes and Context: Generating Leads and Turning Them into Customers

Are You More Mary Poppins Or Maria Von Trapp? Can We Guess Your Zodiac Sign Based On Your Favorite TV Show?

These are both real Buzzfeed quizzes (you can take them here and here, respectively), and while you may not know your results (yet), you probably do know that online quizzes have made a major comeback.

Don’t believe us? The numbers speak for themselves. 2013’s most popular story on NYTimes.com – posted two weeks before the new year – wasn’t actually an article, it was a quiz about, “How Y’all, Youse and You Guys Talk.” “What City Should You Actually Live In?” has been viewed more than 20.5 million times as of today.

However, quizzes aren’t just fun and games – they’re great tools for generating leads. But how? And what do you do with these leads once you have them?

Boombox and Movable Ink are hosting a webinar, Quizzes and Context: Generating Leads and Turning Them Into Customers, on Thursday, August 20 at 1pm EST. We’ll go through how to use quizzes to meet your lead generation goals and nurture those leads with contextually relevant email. We’ll even take a look into how you can progressively profile your leads without leaving the inbox.

Register today to save your spot!

Future of Email Hyperlocal

Why the Future of Email Marketing is Hyperlocal

Think about how many times you checked your email in the past twenty-four hours. How many times were you on your computer? How many times were you scrolling through your inbox on your phone?

If you’re like most people, you’re probably accessing the majority of your emails on mobile devices. In our most recent US Consumer Device Preference Report, we found that more than two-thirds of emails are now being opened on mobile devices.

While we’ve previously talked a lot about why it’s important to build responsive emails, it’s important to think beyond building an email that looks good on a small screen.

Mobile email marketing isn’t just about responsive technology; it’s about consumer behavior. Marketers know that they need to create more relevant messages and one of the best ways to start is to make emails that are hyperlocal.

As the mobile inbox becomes the predominant way that consumers experience email, marketers have to ensure that emails can react to changing locations. By geo-targeting your email campaigns, you can make them much more relevant – and help drive traffic to retail stores.

Defying the Digital Myth

It’s easy to think that the brick-and-mortar experience is dying off, but research shows this isn’t true. One recent survey found that 65% of consumers still want the traditional retail experience. And, to help with that, email marketers should test out campaigns that drive consumers to retail stores, instead of websites.

That’s why geo-targeting in email can have such a big impact on campaign results. An email for a sale at a shoe store is much more effective if there’s a dynamic map included that shows the location of the nearest store. The same goes for rewards/loyalty programs, reservations, and appointments.

Mobile is more of a state-of-being than a channel. If you’re sending out a major deal, someone who’s at the office and checks their phone should see a different map than someone who’s at home. That same email should show different locations once the subscriber goes to a new location or returns home.

By continually updating the email content in real-time, marketers can create hyperlocal sales that will see higher click-through rates and engagement, and ultimately higher retail sales.

The truth is that most consumers, when given the option, will still try to find a store and try out the items before buying. When marketers give them that option, customers will be more loyal to the brand and have a much more memorable experience that just pointing and clicking.

Want to learn more about how brands can use geo-targeting to drive in-store traffic? Download our case study to see how Allen Edmonds used geo-targeting and the amazing results they saw.

3 Reasons We're Excited for the Experian Client Summit Las Vegas

3 Reasons We’re Excited for the Experian Client Summit

In a little under a week, the Movable Ink team will head out to Las Vegas for Experian’s Client Summit. As we’re packing our bags and getting ready to travel, we thought we’d let you in on three reasons we’re especially excited about this year’s conference:

1. We’re speaking about our passion

We’ll always jump at the chance to share our love of contextual marketing. On Thursday at 1pm – during the breakout sessions – we’ll be presenting on why context is crucial in email marketing and how you can drive real ROI with your data. Specifically, we’re talking about why predefined widgets aren’t enough for your contextual marketing needs and how to solve that problem. The full event schedule is available here.

2. There’s a chance to win big

With two raffles going on – one run by Experian, one by our team – there’s a unique opportunity to win big (and that doesn’t include the allure of Las Vegas’ famous casinos!). If you’re one of the first eight people to sign up for a strategy session with the Movable Ink team, you’re automatically entered into a raffle for a surprise Las Vegas experience. Not only are those great odds, but you’ll have solo time with an expert to discuss custom apps in email.

3. It’s the perfect place to connect

With a theme like Utopia, we can’t imagine a more perfect place to connect with our clients and friends. See you there!

What are you looking forward to at the Experian Client Summit? Let us know and be sure to stop by our booth in the Partner Square to say hello and get some swag!

rainbow_banner

Equality

Today is a day I paused for a moment and felt joy.

It’s easy to get caught up in our daily lives. Take a moment and consider that in a shared world, not everyone has the luxury of equal treatment. It is 2015 and it is easy to be cynical about the slow march of progress.

And then one day, something changes. On a day like today. This battle for equal rights has spanned decades and took immense courage. Movable Ink is proud to celebrate this rainbow-colored day with our brothers and sisters in the LGBT community.

Vivek

“The arc of the moral universe is long, but it bends towards justice.” – Martin Luther King Jr.

 

marketingautomation

Weekend Reading: Marketing Automation Eats ESPs, Rethinking Email, and More

Happy Friday! It’s been another busy week at Movable Ink. CEO Vivek Sharma is over in the United Kingdom talking email and we’re debuting case studies about UK businesses using contextual marketing and research that take a look at the UK mobile commerce scene (available next week!).

We also:

  • Published a case study about how Allen Edmonds used context in email marketing to boost click-throughs by 300%
  • Created a video about how to include live web content in your emails
  • Announced our partnership with (RED) to create storytelling that inspires
  • Analyzed the click-through crisis in email

In other news, a lot of marketers are depending on the email services provided by marketing automation platforms instead of email service providers and I talked about content marketing and rethinking email in a recent podcast.

Read about that and more below:

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Email Examples

Weekend Reading: 100 Email Marketing Examples, Search is Mobile and Conversions are Next

It’s been another busy week here at Movable Ink! In addition to getting the recording up for our webinar, “How to Build Next Generation Responsive Emails,” we released our new research, the Q1 2015 US Consumer Device Preference Report.

We also hosted a new webinar, “How to Bounce-Proof Your Marketing,” with our friends over at BounceExchange and discussed in depth why email ROI beats social media ROI by a huge margin.

In April, we talked a lot about responsive emails and it seems like it was the time to do it – Google just announced that more searches are happening on mobile than desktops. Learn about that more this weekend:

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