A new ClickZ column penned by veteran email marketing industry analyst David Daniels puts the spotlight on the importance of relevancy in email, especially in an age of extreme media fragmentation and corresponding digital ADD.
“Given the hurried pace of our lives and the plethora of distractions that compete for our attention, it shouldn’t be surprising that consumers are increasingly sensitive to email messages that waste their time.”
According to new research from his firm, the Relevancy Group, 66 percent of consumers stated that they have “unsubscribed from email that I had opted into because it wasn’t relevant.”
“So what is relevance anyway?,” David asks. “At my firm, we define relevance as “the intersection of content and context that is metered by frequency.” In action, that would be the right message at the right time in the right channel.”
The article goes on to offer a host of tips for improving email relevancy, including leveraging context triggers such as location and email client/device to insert relevant content, and notes that firms such as “Movable Ink offer innovative solutions to improve content targeting that easily work with any email marketing solution.”
A little bit of coverage on the HuffPo!
The Movable Ink gang is shrugging off the fluffy stuff, focusing instead on old fashioned growth. The startup — whose product lets companies include live content in their emails, like a real-time countdown on a limited time offer — found their stride after switching their focus to the enterprise instead of smaller companies. Growth has been “explosive” according to Founder Vivek Sharma, who reports that they’re now servicing 11 of the Fortune 500.
We’re honored to be on the NextWeb’s short-list of startups to watch in 2012.
Movable Ink: This startup turns your email into a marketing platform that personalizes live content to the recipient’s location, current time and social context. Its vision is to make emails as rich and realtime as the web, and despite how much I hate email, Movable Ink is remarkable in its execution.
New York State Comptroller Thomas P. DiNapoli today toured two New York City tech businesses, Truveris and Movable Ink, which received funding through the New York State Common Retirement Fund’s (Fund) In-State Private Equity Program. The Fund has invested nearly $250 million in New York City companies through the program.
“NEW YORK, May 3, 2012 /PRNewswire via COMTEX/ — Experian® CheetahMail®, the leading global technology services provider of integrated email, social, mobile and display marketing, today announced that clients now have the ability to display real-time, streaming content in emails through a preferred agreement with Movable Ink. Movable Ink applications enable marketers to deliver the most up-to-date, relevant and personalized email content available, driving strong engagement and increasing client conversion opportunities. Marketers gain unparalleled control over email content and have the power to refresh it, in real time, once a campaign has gone live.”
Over the weekend we presented Movable Ink at the HackNY Student Hackathon. There was a huge turnout (over 300 people) and everyone packed into the lecture hall to hear about APIs from some great startups.
Afterwards the students went to work on a 24-hour non-stop coding session to build interesting products using the APIs, and when the dust settled some really interesting hacks had emerged. Among the awesome hacks presented were a cloud-coordinated loudspeaker system, an RFID food orderer, and an unholy combination of every API with Nyan Cat, but our favorite hack used our very own Movable Ink API along with the Foursquare API.
SquareSig is a hack by Misha Ponizil that brings your foursquare checkins directly into your email. With just a few clicks you can get a map of all your latest checkins right in your email signature. Even better, Misha built the entire thing in the last 4 hours of the hackathon!
To see Misha’s awesome presentation, check out the HackNY LiveStream and skip to 130:50.
Today, we launched a new feature to every app called “Fallback”.
In rare situations, an email may not be able to communicate with our servers making your dynamic image assets unavailable. In this scenario, a static fallback image is served instead. The default for every app is a single invisible pixel.
Adding a custom fallback image ensures that an attractive and properly sized image will always show up. Image fallback is available for all our plans. We suggest you take a few minutes to set this up for your mission-critical email apps.
Fallback button on an app edit page:
Have you ever wanted to show different email content based on where your customers open an email? With our new Geo-targeter app you can display an image based on the location of the recipient – someone who opens the email in New York can see a different offer than a customer in Ohio.
Simply choose the area you’d like to target (country, state), upload your desired image, and input a landing page URL. Movable Ink will recognize where the email is opened in real-time and show the correct image and landing page.
Geo-targeter is available to our Premium customers. Not a Premium customer yet? Click here to request an invite to Premium and enjoy the following benefits:
- High volume pricing
- White glove account management
- Custom application development
- Private app serving domain
- Live streaming
- Access to apps with more flexible targeting rules
Go forth and geo-target!
We’ve been hard at work building new features that allow users to auto-generate content in a matter of minutes. Here are two new apps that launched today!
- Feed: Quickly pull live RSS feeds into your emails.
Already sharing updates with customers in your blog? Keep your customers up-to-date by integration that information with your emails. Simply point our app at your blog’s RSS feed to populate the most recent feed into your emails.
Here’s the app in action pulling in the first result from the Google News RSS feed:
- Social Chatter: Easily add social media chatter about your brand or any keyword into your emails.
Wish you could showcase the social media conversation about your event or company in an email campaign? Just enter a search term into the Social Chatter app to pull in results for that term from Twitter (Facebook and Google Plus to follow).
Here’s the most recent post using the keyword “#SXSW”:
We’re excited to enhance the ability for our users to quickly create email content. Check out the new apps and easy setup instructions at http://movableink.com/apps.
We hope you like the new features!
VerticalResponse has a great blog post on futuristic email marketing tips. Real-time cues are powerful ways to engage your recipients. Check it out!
“With the emergence of daily deals and flash sales, time is of the essence. According to the Sherpa panelists, 95% of emails are opened 2 days after they’re actually received! Including visual time cues, like a countdown timer within the body of your email will provide customers with a realistic sense of urgency. How do you implement something like this? Check out companies like Movable Ink. They offer free and paid apps ranging from countdown timers, tolocal maps and more. All you need to do is copy and paste their provided HTML into your email and voila, you’re a visual cue aficionado. Fancy!”