Despite all of the innovations in analytics, big data, tracking, and marketing technology, the biggest concern for email marketers is the same as always: click-throughs.
No matter what else you can track, you want to make sure that people are actually interested in the email content that you’re getting. Research from eMarketer shows that the leading challenge for email marketing success is low clickthrough rates, with 53% of respondents saying that it was an issue.
So how do you improve click-throughs in email? Through better content. Content that offers real value, right away, instead of hitting recipients over the head with a sale.
Here’s how Warby Parker did it in one recent campaign:
The amount of email marketing technology available to marketers is growing rapidly. In addition to email service providers, there are now contextual marketing solutions, marketing automation platforms and much more. However, purchasing this technology can be difficult – often it involves buying a product that does something you have never attempted before. What information should you be getting from your potential vendors to ensure you choose the best tool for your money?
In this post, we will arm you with five questions you should ask before making any email marketing technology purchases.
When marketers think about email marketing and social media marketing, they don’t often think of the channels as a cohesive unit. In a lot of companies, the teams are split up. Sometimes, the email team will be in the marketing department and the social media team will be in the communications department. Either way, email and social are often siloed, limiting the impact of both the reach and ROI of both.
At Movable Ink, we’re curious about how marketers are integrating email and social today. Are you adding social buttons to emails? Are you promoting social media campaigns right to your audience’s inbox? What social channels are proving to be most effective?
In our survey, The State of Email + Social 2015, we’re hoping to answer these questions and more. Want a copy? Fill out the survey and sign up for our email newsletter, so we can email you the completed report!
Any email marketer who has been in the business a while knows the power of an A/B test. The tiniest changes can make the biggest differences, whether that’s tweaking a single word for the subject line or writing one sentence just a little differently.
The problem with traditional A/B testing is that you have to split up your audience. And that means half of your subscriber base is going to get the losing creative. So if one version is getting twice as many click-throughs, you’re losing a lot of potential engagement… and business.
But what if you could A/B test your email campaigns in real-time? Fresh Direct did just that… with steak.
Did you ever wish you could somehow combine social media and email marketing in totally new ways? Or pull in reservation information from an internal database and display it, in real-time, in your emails?
Well, good news – that’s all possible. By using API integrations within email campaigns, marketers can tap into a whole new world of opportunities. We recently published an eBook with examples of how brands are using API Integrations in email today and we wanted to continue that by showcasing how this looks in action.
Our product marketing specialist, Steven Joya, put together a brief video that will take you through the history of dynamic email content and how API integrations are implemented from start-to-finish.
Check it out:
If you’re wearing glasses, there’s a good chance you’ve heard of Lenscrafters. You might even be wearing a brand you bought from the company right now. The brand has stores all over the country that sell eyewear products and offer eye exams.
One of the most important marketing tools for Lenscrafters is email. When it’s time for a sale or an appointment reminder, the company depends on email to drive results. That means getting online sales for glasses and, most importantly, getting people to book appointments.
Ivy Inniger, Director of CRM/Loyalty at Lenscrafters North America, wanted to make it as easy as possible to book appointments. To do that, Inniger and the team used Movable Ink’s technology to power custom-built API integrations in an email campaign.
Here’s how it worked:
The idea of “dynamic content” in email has come a long way. From flash sales and countdown timers, emails have started to include API integrations that are customized to an individual business level.
Some examples: Airlines are using seating charts within an email to upsell customers in one click. Ticket venues are allowing customers to reserve seats from right within an email and healthcare providers are offering the ability to make appointments at local offices. Retail companies are sending emails with sales that change depending on the time of day.
There are endless opportunities to use API integrations to make email more compelling and personalized. Simply by pulling in data from other channels – whether that’s social media, inventory, local stores, or the website – you can offer a new experience every time.
Want to learn how brands like Lenscrafters, Dunkin’ Donuts, and others are using API integrations in emails today?
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.
“The arc of the moral universe is long, but it bends towards justice.” – Martin Luther King Jr.
This is a guest post by Netta Kivilis, Head of Marketing at Custora.
We recently analyzed data from some of the fastest-growing online fashion, accessories, and lifestyle retailers in North America — brands such as Bonobos, Crocs, Trunk Club, The Tie Bar, Live Out There, and Choxi. Our goal was to understand what makes these high performance retailers different from everyone else, and how these differences led to a growth rate that is almost double that of the overall average e-commerce industry.
We supplemented the quantitative findings with insights and advice shared by some of the retailers included in the study. You can learn more and download the full research report here.
This is a guest post from Misha Talavera, cofounder and CMO, NeoReach.
Influencer marketing is changing the way brands interact with communities and customers. A recent study in the Journal of Consumer Research formalized what we all intuitively knew: people form their opinions about products and brands based on the opinions of those they follow on social media.
It’s not surprising then, that 60% of marketers said they will increase their influencer marketing budgets over the next 12 months. (Tomoson)
In spite of its booming growth, influencer marketing is still in its infancy and best practices have yet to be established. Many brand marketers have more questions than answers:
- How do I get started?
- How do I pick and hire influencers?
- What kinds of campaigns yield the best results?
- What are the best practices for managing my campaigns?
At NeoReach, we help brands answer these questions and many more every day. After running nearly 100 campaigns with 2,000 influencers for 32 customers, we’re able to define the three essential elements for launching an effective influencer campaign.