Research firm Forrester recently published a report on “Emerging Innovations in Email Marketing”. They covered how companies are using real-time content (specifically Movable Ink) to create more engaging email content:
Static email content to evolve into real-time, Web-like pushes. By refreshing content in real- time upon open, marketers can avoid presenting stale content or expired deals and instead spotlight urgency drivers such as counts of remaining items in stock, integrate up-to-the-minute social posts, and even use the opener’s geolocation for content decisioning. Working with vendor Movable Ink, daily deal aggregator Redeemio optimizes email content when a recipient opens the email, a tactic that has generated a 17% lift in click-through rates compared with the static version (see Figure 3).
The full report can be purchased here: