Emails We Love: RadioShack’s 2013 Cyber Monday “24 Deals in 24 Hours”

RadioShack Cyber Monday email marketing

A glimpse at how the email dynamically changed each hour.

This creative Cyber Monday campaign from RadioShack encouraged subscribers to open the same email at the top of every hour to discover a brand new deal. The featured deal updated automatically within the email so that whenever a subscriber chose to open the message, the latest offer was always displayed. The offers promoted in the email corresponded directly with the hourly deals featured on RadioShack.com.

RadioShack originally tested the idea of updating offers in a single email during Cyber Monday last year, and experienced a 25% lift in click-through rates compared to the year prior. Read more about the retailer’s past experiences with Agile Email Marketing technology and future plans here in Adweek.

This year, RadioShack incorporated even more real-time email content and interactive cross-channel functionality to fully amplify the Cyber Monday shopping experience:

  • RadioShack deep linking pre-populated tweet

    A pre-populated tweet about RadioShack’s #24dealsin24 loaded from a single click in the email.

    countdown clock animated to show how many minutes and seconds remained until the next big “deal reveal”. The timer automatically reset at the start of each hour.

  • Subscribers were encouraged to tweet their guesses for the next deal, and RadioShack made it as easy as possible for recipients to participate by deep linking to Twitter with a pre-populated tweet. After clicking on “Tweet Your Guess Now”, a ready-to-send tweet loaded in twitter.com if the email was opened on desktop. If the email recipient was instead using a mobile device, the tweet loaded within the mobile Twitter app.
  • A live social media feed showed @RadioShack’s latest tweets, which included hints about upcoming deals.

Interested in learning more about how Movable Ink can take your holiday season email campaigns to the next level? Reach out to us at contact@movableink.com or request a demo.

For Email Marketers, Black Friday is the New Cyber Monday

Black Friday Cyber Monday email marketing

 38% more email opens took place on Black Friday as online retailers started the battle for consumers’ inboxes earlier than ever

Black Friday was the biggest day of the year for brand email marketers so far this holiday season, with marketers seeing 38% more email opens than they did on Cyber Monday, according to our research. With competition for consumers’ attention – and wallets – fiercer than ever, brands started their holiday email marketing programs early.

Our study also found substantial differences in the devices used to open email marketing messages throughout the holiday weekend:

  • Thanksgiving Day was the biggest day for smartphone opens. On Thanksgiving, 59.9 percent of marketing email opens occurred on smartphones; by comparison, 45.5 percent of all marketing email opens in Q3 2013 took place on smartphones. Black Friday was the second biggest smartphone day, with 57.5 percent.
  • Cyber Monday was the biggest day for desktops. While still beat by smartphone opens (45.5 percent), Cyber Monday showed the strongest showing for desktops, with 40.1 percent of all marketing email opens.
  • Tablet use surged over the weekend. 19.3 percent of Saturday’s opens and 18.7 percent of Sunday’s took place on iPads and Android-based tablets.

In total, the volume of Movable Ink-powered emails between Black Friday and Cyber Monday increased a whopping 3,085% year-over-year, as leading brands continue to embrace innovative Agile Email Marketing technology and strategies to cut through the clutter of the inbox.

“Black Friday is now officially the biggest day of the year for email marketers,” said Vivek Sharma, Co-Founder and CEO of Movable Ink. “It should come as no surprise that in a controversial year where many leading retailers opened their brick and mortar locations on Thanksgiving Day itself, that they’d be just as aggressive in starting their email marketing sales events ahead of Cyber Monday. The surge in mobile opens should also make marketers take notice – without mobile optimization in place, a lot of money could have been left on the table.”

About Movable Ink’s 2013 Black Friday/Cyber Monday Research:
The findings above are based on data collected through Movable Ink’s Agile Email Marketing platform between November 20 and December 2 2013. The data reflects aggregate statistics across Movable Ink’s customer base, which includes more than 100 enterprise B2C marketers from the retail, travel, financial, media, and telecommunications industries. Because determining email opens requires images to load, the percentages for some devices and platforms might be over or underrepresented.

Infographic: The 5 Coolest Email Campaigns You’ll See On Cyber Monday

When you check your inbox this Cyber Monday, get ready to discover a few surprises along the way. This holiday season, many of your favorite brands will be using Agile Email Marketing technology to deliver great deals in eye-catching, interactive, and innovative ways that you’ve never seen before.

Check out our infographic below to see the top 5 emails to look out for this coming Cyber Monday.

Cyber Monday email marketing infographic

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The Next Generation of Email Marketing: Interview with Vivek Sharma, CEO of Movable Ink, on Bloomberg West

 

While visiting San Francisco for Salesforce’s Dreamforce conference last week, our Co-Founder and CEO, Vivek Sharma, had the chance to sit down with Bloomberg West to discuss Movable Ink’s role in propelling the next generation of email marketing. View the full video of Vivek’s interview with Jon Erlichman, Sr. West Coast Correspondent for Bloomberg TV, above, and read on for highlights.

In the interview, Vivek describes how email marketing has slowly evolved over time and traditionally has failed to keep pace with the hyper-relevant and real-time nature of the web. This is no longer the case, as the email marketing industry is rapidly moving toward actuality-based marketing, or what we at Movable Ink describe as “agile email marketing“. Today, over 110 Fortune 1000 brands use Movable Ink to create highly innovative agile email marketing campaigns.

Agile email marketing enables marketers to personalize an email’s content at the precise moment when a subscriber opens the message. Email is now able to sense and respond to where a recipient is, what device is being used, and even the weather outside. Beyond delivering powerfully relevant content, agile email marketers also optimize emails on-the-fly and let the audience decide what offers and content are working more effectively while the campaign is still running.

If you’re interested in learning how Movable Ink could benefit your email marketing program, reach out to us at contact@movableink.com or request a demo.

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Emails We Love: Lilly Pulitzer’s #buymelilly Click-to-Tweet

The 2013 holiday shopping season is already underway, which means we’ve been keeping an eye out to see the creative ideas marketers have dreamt up this year to captivate their email audiences.

One recent holiday email that caught our attention comes from Lilly Pulitzer. By using Agile Email Marketing technology, Lilly Pulitzer included an image in this campaign that when clicked, prompted a pre-populated tweet to open that included the #buymelilly hashtag. The image was also deep-linked so that if the subscriber opened the email on a mobile device with the Twitter app already installed, the tweet would load ready-to-send in the mobile app versus requesting a log-in to Twitter in a web browser. The user’s device was detected at the moment of email open, and the optimal click-through action was also determined in real-time.

Lilly Pulitzer holiday email marketing

Click image to view full-size.

We love this email because not only does it unite social media and email together seamlessly, but this approach is a clever way to make it easy for fans of Lilly Pulitzer to share with their networks what’s on their holiday wish lists this year.

Check out even more examples of how to use social media in email, as well as our favorite holiday season campaigns, on our Pinterest page. Questions? Reach out to us at contact@movableink.com or request a demo of Movable Ink.

Infographic: The Evolution of Email Marketing

Gone are the days of “one-size-fits-all” email marketing. Today’s email marketers are sending campaigns that are fully agile, updated in real-time, and highly personalized. Curious how email marketing has evolved over time? Take a look at our infographic below to find out:

Infographic - The Evolution of Email Marketing

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It’s Mo Time! Movable Ink is Proud to Support Movember

Proud Mo GrowerThe “Mo Bros” and “Mo Sistas” of Movable Ink are proud to support Movember. Each year during the month of November, men and women join together to raise awareness and funds for men’s health issues as part of the Movember movement.

Since Movember’s inception in 2003, over 3 million people have participated and nearly $150 million was raised in 2012 alone. Movember has helped fund more than 570 programs across the globe in the areas of education and awareness, living with and beyond cancer, prostate and testicular cancer research, and men’s mental health. We’re excited to take part in the movement this year.

Movable Ink Movember progress

After clean shaves on November 1st, we’re just getting started! Stay tuned for even more “mo” to come this Movember!

Why are the “Mo Bros” of Movable Ink growing moustaches as part of Movember? A moustache sparks conversation, and is a fun way to spread the important message of men’s health with others. The moustache is a catalyst for change, and gives men the opportunity and confidence to learn about and discuss their health more openly. The women on our team, also known as “Mo Sistas”, are championing the Movember movement for men’s health through fundraising efforts.

To learn more and to donate to Movember, visit Movable Ink’s Movember network page.

Emails We Love (Halloween Edition!): ivivva’s Zombie Yoga Month with Real-Time Local Maps

ivivva Zombie Yoga Local Map Email

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To get you in the Halloween spirit today, here’s one of our favorite spooky emails sent from ivivva, a member of the lululemon family. The email promotes Zombie Yoga Month, a series of local community events held by ivivva where girls all over North America took to their yoga mats to join the “zombie yogapocalypse.”

The agile email included a real-time local map which showed the nearest ivivva store location, hours, and contact information at the moment of email open.

To see more examples of how real-time local maps can be used in email, check out Movable Ink’s Pinterest page.

Happy Halloween!

New Research Shows iPad Beats Android for Email Opens

Movable Ink US Consumer Device Preference Report: Q3 2013iPad dominates when it comes to brand marketing email opens on tablets, according to Movable Ink’s latest research, the US Consumer Device Preference Report: Q3 2013. The data reveals that despite the nearly equal market share between the two, consumers are 15 times more likely to open brand emails on an iPad than on an Android tablet.

“This quarter’s report shows that tablets are gaining momentum, quickly becoming a primary driver of email marketing interactions,” said Vivek Sharma, Co-Founder and CEO of Movable Ink.

The report, based on aggregate email open data from over 100 enterprise B2C brands, offers critical insights into the current email marketing landscape:

  • The growing role that tablets are playing in the mobile shift
  • The latest in the battle between iOS and Android
  • Differences in email engagement across smartphones, desktops, and tablets
  • Geographic variances in smartphone adoption

Download the free report here to access all of our findings and analysis.

Movable Ink US Consumer Device Preference Report: Q3 2013, Email Opens By Device

During the third quarter of 2013, 61% of emails were opened on either a smartphone or tablet device.

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3 Days, 3 Offers, 1 Email: Interview with Jarrod Purchase, Email Marketing Manager for Best of the Best

Best of the Best Hold Onto This Email Campaign

The subject line—“Hold onto this email…”—hinted of the multi-day, single-email experience.

How often do you take a chance with your email marketing, not knowing if a new approach could be an unbelievable success or a complete flop?

At Best of the Best, a UK-based company that offers their customers the chance to win luxury automobiles through online skills-based competitions, they’re more than familiar with the idea that taking a chance can result in a huge pay-off. Perhaps that’s why when Jarrod Purchase, Email Jarrod Purchase Email Marketing Manager Best of the BestMarketing Manager for Best of the Best, wanted to try something entirely new with an upcoming email campaign, he thought it was worthwhile to give it a shot.

We caught up with Jarrod to learn more about his recent “Hold onto this email” campaign, which encouraged subscribers to check back on the same email message over the course of three days to see new offers. Best of the Best had never launched a multi-day, single-email campaign like this before. Would taking a chance pay-off?

Brooke Burdge, Marketing Manager, Movable Ink: Jarrod, what was the main goal of this campaign?
Jarrod Purchase, Email Marketing Manager, Best of the Best: We run a competition every 15 days to promote discounted tickets for dream car giveaway competitions. We had a few main goals for the “Hold onto this email” campaign. Of course, we were aiming to increase revenue and strengthen customer engagement in a new way. But we also wanted to drive more customers to participate in the competition earlier on in the 15-day period, and to make repeat purchases. Typically, customers participate more towards the end of the competition period since there is less waiting time to find out if they won, and they very rarely purchase more than once in each 15-day competition period.

BB: What did you do differently with this campaign to help you achieve your goals?
JP: Instead of sending three separate emails on consecutive days with three varying offers, we decided to consolidate our efforts into one, fully dynamic email that changed depending on when it was opened. The email became almost like a scavenger hunt in the inbox, where customers could come back the next day to discover something completely new.

BB: Can you walk me through how the user experience changed depending on which day the email was opened?
JP: Sure. If you opened the email on the first day of the campaign, you would see images of three car types in a row. The Aston Martin was labeled “Today,” the Range Rover was labeled “Tomorrow,” and the Porsche was labeled “Wednesday.” The Aston Martin image—the featured deal of the day— appeared in full-color, with the other two brands in black & white. This allowed recipients to see what deals were coming up, but kept the focus on the current deal. At the bottom of the email template, we included five images of different models of the automobile brand being promoted that day. For example, on day one, subscribers would see promotions for five different Aston Martin vehicles in this space. A live countdown clock at the top of the email showed how much time was left until the next day’s featured offers became available.

If the same subscriber re-opened the same email again on day two, they would notice that major changes have taken place. Now, the center image of the Range Rover is in full-color, and the five images at the bottom of the email are promoting various Range Rover models. Also, the headers of the other deal offers have changed—the Porsche is now “tomorrow” versus “Wednesday.” The experience is similar on day three. When the campaign was finished, all images turned to black & white and the call-to-action changed to visit our site for other great offers.

The last thing to point out is that the email was also mobile optimized. When opened on a mobile device, the images in the bottom section dropped underneath each other to better fit the width of a mobile screen.

Best of the Best mobile optimization

The email was also optimized for mobile device users.

BB: How did this email perform? Do you have any results you can share?
JP: Overall, the campaign was a success. We saw positive results in re-opens, revenue, repeat purchases. For re-opens, 23% of subscribers who opened the email on the first day returned to open it again on the second day. 7% of the “day 1” openers returned again on the third day.

For revenue, we experienced a 170% increase compared to our forecasted revenue for the 3 days. The campaign was launched at the start of the 15-day period, and as I mentioned earlier, we typically see the most revenue coming in toward the end of the competition. The campaign significantly lifted our early sales, which in turn increased the likelihood of repeat purchases made throughout the rest of the competition period.

Approximately 7% of customers purchased more than once. This number is much higher than what we typically see for repeat purchases during our 15-day competitions.

BB: What might you do differently if you were to launch a similar multi-day, single-email campaign in the future?
JP: We’re curious to see what would happen if instead of giving subscribers a glimpse of the upcoming offers in black-and-white, we simply showed black boxes with question marks to keep future deals a surprise until they were available. It’s unclear whether our subscribers returned to the email because they were anticipating the upcoming Range Rover or Porsche offers, or if their curiosity about upcoming, unannounced offers would have driven even more re-opens. In the future, I’d like to run an A/B test to see which option drives more re-opens and revenue. 

BB: How did Movable Ink help you out with this campaign?
JP: Our team at Movable Ink is always a reliable source of new ideas for our email campaigns. Movable Ink’s technology makes it easy for us to experiment more, and to get more creative with the emails we send.

People don’t expect interesting things to happen in their email marketing. They’re used to seeing interactivity and real-time content on the web, but that experience isn’t as common in email. Movable Ink helps us bring that experience into email to strengthen the overall effectiveness of our email marketing channel.

At Best of the Best, we rely strongly on our email program for driving visits to our site and participation in our competitions. This campaign was an entirely new approach for us, and it was risky to try something that we had never done before and weren’t sure how it would turn out. But in the end, we’re happy we did it. It was fun to experiment, and taking the risk certainly paid off for us.

For questions or to learn more about Agile Email Marketing technology from Movable Ink, reach out to us at contact@movableink.com.