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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!

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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:

Continue reading

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:

Continue reading

Testing your marketing for the Apple Watch just got a little easier, kind of.

Weekend Reading: Test Your Website for the Apple Watch, The Real Definition of Responsive, and More

Happy Friday! This week has been a busy one at Movable Ink. Aside from talking about how Nickelodeon used contextual marketing to create “share-together” experiences for recipients, we’ve been getting ready for some big webinars.

Next week, on April 30 @ 1pm EST, we’re hosting How to Build Next Generation Responsive Emails with Litmus. Right after that, on Tuesday, May 5 @ 1pm, we’re hosting How to Bounce-Proof Your Marketing with BounceExchange.

Both webinars are sure to be really helpful and informative! Check them out if you’re interested.

We’ve also been keeping track of the latest about the Apple Watch as it first hits stores. Read about how to test your website for the watch and more below:

Continue reading

Travel and Hospitality Banner Ads

12 Examples of Next-Gen Emails from Hotels, Cruises, and Airlines

Summer is just around the corner, which means that vacation season is about to officially begin. Hotels, cruises, and airlines are all starting to ramp up their marketing spend to get in front of potential customers and this year, as with every year, email marketing is going to play a big role.

Of course, your competitors are going to be sending a ton of emails, too. So how can you make sure that your campaigns stand out?

Well, some brands are starting to create emails powered by contextual marketing. That means building elements of emails that change in real-time – whether that means weather forecasts to help guests prepare for their stay at a hotel or seating charts that get updated in real-time right within an email.

Next generation emails are all about responding to not just what devices need, but what customers need in that moment. But what does a “next generation” email look like? And how are travel and hospitality brands using them today?

CTA ButtonWe collected 12 examples of next-gen emails and put them together in our new lookbook, “12 Next-Gen Travel & Hospitality Emails.”

Ready to get inspired? Download it here!

Download!

Marketing TOols

Movable Ink’s Vivek Sharma Shares Marketing Tech Tips

Movable Ink’s CEO, Vivek Sharma, recently wrote a piece for Tech.co breaking down five tech solutions that can help boost a startup’s marketing efforts.

Touching on online advertising, multi-touch attribution, CRM systems, email marketing, and marketing automation platforms, Vivek offers a list of different vendors and tactics that can help any business looking to grow.

Want to read the full article? Check out “5 Tech Solutions to Boost Your Marketing Efforts on Tech.co.

Movable Ink Introduces A New Solution for Contextually Relevant, Red-Hot Mobile Emails

contextualfireballs

Have you ever really wished you could really blow up your customer’s inbox? Have you wanted to send emails that literally catch fire?

Well, Movable Ink is proud to announce that we’re finally going to make that possible for email marketers. We know that it’s a challenge to stick out in the inbox and we’ve been working to make it possible to send red-hot mobile emails that are going to be impossible to ignore.

Our brand new, patent pending Contextually Relevant Fireball Technology™ allows companies to decide whether they want to send customers a boring old email or fling a ball of flame right into a customer’s face.

Contextually Relevant Fireballs™® are the latest in email marketing. With the power to create time-sensitive offers that burn customers who don’t act fast enough, brands will finally be able to market in the moment with highly visible, red-hot deals.

The best part? Contextually Relevant Fireballs™®© run on a mobile-first platform that’s compatible with some of the latest wearables. We’re planning to reach out to potential partners such as PYRO Handhelder Fireshooter so that email marketers can send their customers a personalized fireball with just a flick of their wrist.

Want to see Contextually Relevant Fireballs™®©§ in action? Well, check out this video of the PYRO Handheld Fireshooter and just imagine that each and every fireball is a limited-time sales offer, a once-in-a-lifetime discount, or a real-time loyalty program that’s simply too hot to touch:

And just one last thing about our innovative Contextually Relevant Fireball Technology™ – April Fool’s!