Email habits in the UK

[RESEARCH] How UK Consumers Use Email in 2015

Movable Ink is excited to announce that our latest research into how UK consumers open, access, and read email is now available!

This research offers new insight into mobile email opens, read length across devices, and how UK consumers are converting from email. It’s an invaluable resource for any email marketer hoping to optimise campaigns for their audience.

Nearly three-quarters (71%) of emails are opened on mobile devices in the UK and it’s clear that mobile conversions, while gaining momentum slowly, are definitely gaining momentum.

If you want to take a look at a deeper analysis of the findings, Marketing Week featured a breakdown of the findings and discussed how one Movable Ink customer, Marie Curie, used an email that deep-linked to text message applications and made it easier than ever to donate. In the piece, CEO Vivek Sharma shares his views on the latest report as well.

Want to read the full report?

Download the UK Q1 2015 Consumer Device Preference Report!

Retail research shows that people still want traditional shopping experience.

65% of Consumers Still Want The Traditional Retail Experience

If you listen to anyone in the tech industry today, there’s a consensus that shopping in an actual, physical store is passé. Over. Done. Cooked. In a few short years, we’ll all be seamlessly ordering everything from mattresses and groceries to clothes and books directly from our phones.

Or… not. A new report from TimeTrade found that 65% of consumers would still prefer to purchase an item in a nearby store as opposed to online. The majority of them said they wanted to “touch and feel” the products before making a final purchase.

More importantly, 42% of consumers have never actually purchased something from their mobile devices. And when they’re looking to buy something, only 13% will decide to buy it from mobile.

So where does this leave brick-and-mortar retail? Somewhere in-between. Clearly, physical purchases are still extremely important. But digital can help drive foot traffic to the store and get customers interested in what the store has to offer.

Here’s how.

Continue reading


Travel Industry Email Marketing: Timing, Frequency, Content

This is a guest post from Carl Sednaoui of MailCharts

As the summer heat rises, so does the need to get consumer’s attention. In this post we’ll explore some of our favorite Travel and Hospitality emails from May. Before diving into the emails, let’s go over some industry stats.

On average, companies sent just above one email per week, bringing us to a 5.8 email average for the month. The send-volume distribution is heavily impacted by both top-senders and low-senders. Here’s the breakdown:

Continue reading

UK Flag

5 Awesome Contextual Emails from UK Brands

Every quarter, we release five emails from Movable Ink customers who are really pushing the envelope when it comes to email marketing. These are companies using email personalization, building highly relevant content through our contextual marketing platform, or maybe geo-targeting different offers and rewards points.

Today, we’re happy to announce the first-ever UK edition of our Inkredible 5 series. This lookbook features five great emails from UK brands that include examples of personalization, geo-targeting and more.

Download The Inkredible Five, UK Edition today!

YouTube was voted the coolest social network.

Weekend Reading: The “Coolest” Social Network & Instagram’s API

 Happy Friday!

At Movable Ink, it’s been another busy one. This week, we released Inkredible5, Spring Edition, to showcase five great emails that are making use of our contextual marketing platform. We also talked about the importance of API integrations for email and analyzed the research from Google about this thing called “micro-moments.”

This week, Instagram announced some major advertising initiatives and that included making API integrations available to a roster of partners. Read about that and more in this weekend’s reading:

Continue reading

Google's research into micro-moments revealed how customers use smartphones today.

The 4 Biggest Takeaways from Google’s “Micro-Moments” Research

According to Google, the new “battleground” for brands is the micro-moment. These are moments that are intricately interwoven with mobile behavior, usage, and psychology. Basically, the moments we’re trying to figure a problem out and pull out our smartphones to help solve it.

Marketers have been facing these challenges for a while now. That’s why there’s been so much talk about “omnichannel” and “multichannel” strategies.

The purchasing cycle for your customers today is anything but linear. Customers are bringing their phones to their stores and consulting them instead of salespeople on the floor. They’re using phones for directions, to settle arguments, and all sorts of other activities.

Here are the top biggest takeaways from Google’s research:

Continue reading

Inkredible 5

5 Next-Gen Emails from Lenscrafters, eHarmony, and More

What if you could allow customers to reserve a hotel room from right within an email? Or make an appointment just by tapping available time slots from within the inbox? What if you sent an email with a sale and a customer opened it after the sale was over… but the email changed to show something just as engaging?

This spring, we’re debuting five next-generation emails that are making use of contextual marketing technology from Movable Ink to create entirely new experiences right within the inbox.

Whether it’s Lenscrafters offering eye exam appointments directly in an email or eHarmony getting sales from an expired sales offer, these brands are helping push email marketing to new heights.

Screen Shot 2015-06-03 at 1.41.22 PMWant to learn more? Download the Inkredible5, Spring Edition! 

You’ll see examples of how brands like Lenscrafters, eHarmony, Nickelodeon, and others are using contextual marketing to build engaging email experiences that boost click-throughs and the bottom line. 



API Integrations help create new kinds of dynamic emails.

Why Email Marketers Need to Think APIs, Not Big Data

It’s not exactly news that data is important to email marketing. If you ever want to segment your email list, you need some kind of customer data to make it work.

However, the data that most email marketers are using today is static. You might be segmenting based on a customer’s zip code, but what if the customer moved? If you’re targeting based on a product purchase but the purchase happened a year ago, is that still accurate? Or relevant?

Despite the talk about big data being critical for business, big data isn’t what email marketers should be thinking about – they should be thinking about APIs.

Emails empowered by API integrations can create real-time emails and dynamic experiences in the inbox. Organizations already have a lot of data for marketers to use. It’s just a matter of locating it and then building it into an email.

Here’s how.

Continue reading


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


[CASE STUDY] How Allen Edmonds Boosted Email Click-Throughs by 300%

The almighty click is an important indicator of whether your email marketing campaign is working. In fact, marketers consider click-throughs the number one indicator of success – even above conversions.

But the same study showed that low click-throughs in email campaigns are also the leading challenge for most marketers. Customers are flooded by email campaigns competing for their attention. It’s up to you to figure out how to create content that’s engaging and interesting enough to result in a click.

Allen Edmonds, a retailer that specializes in premium men’s footwear and apparel, recently started thinking about how to create that kind of content. One of the ways the brand built content was to start targeting by weather.

By sending sales emails that offered different creative and products according to the forecast, the retailer saw a 300% increase in click-through rates.

Want to learn more about how Allen Edmonds used contextual marketing in email?

Download the full case study to read about this campaign and three others from Allen Edmonds that took email marketing to the next level through weather-targeting, personalization, geo-targeting, and more.