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:
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:
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.
Want 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.
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.
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!).
- 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:
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.
Imagine if you opened an email and, instead of just a static sale, you saw up-to-date content, whether that’s a Pinterest page, Facebook page, or company webpage. Rather than visiting a brand’s channels individually, you could see the latest content from social media networks and websites alike – all from the inbox.
That’s exactly what web cropping does. By adding live website content to an email, marketers can offer recipients a multichannel experience from within the inbox.
Any webpage can be cropped and included in an email – a brand’s homepage, a specific product page, or a social media channel. And as the content across those channels changes, the content in the email changes, too. That means if you update a sale with a new product, recipients will see that new product in their inbox – even if they already opened the email.
Contextual marketing technology allows marketers to create dynamic experiences from within the inbox and live web cropping provides a lot of that content, whether you’re trying to feature the latest social content, sale, product information or more.
Steven Joya, our product marketing strategist, recently discussed how to add live website content to an email with the Movable Ink platform. Check it out below:
Here at Movable Ink, we’re strong supporters of organizations taking strides to improve the world.
Movable Ink was founded with the belief that all companies today need digital tools to tell stories with personalized context to millions of people at the same time. This not only applies to eCommerce and travel brands, it’s also true for nonprofits focused on a mission.
But telling effective stories, which is one of the most effective ways for nonprofits to mobilize advocates, can be challenging when forced to do more with less.
In that spirit, we’re excited to announce that Movable Ink is teaming up with (RED), the AIDS organization founded in 2006 by Bono and Bobby Shriver.
(RED)’s mission is to engage people and businesses in the fight to end AIDS, and to date it has raised more than $300 million for the Global Fund to fight AIDS. And 100% of that money goes to work on the ground in Africa.
The humble click-through has always been a simple, straightforward metric for email marketers of all walks of life. Whether your company is an enterprise or you’re a single consultant, click-throughs are great indicators that customers are engaged.
Maybe that’s why email marketers worry more about click-throughs than anything else. A recent survey from Ascend2 found that nearly three-quarters of email marketers rank CTR as the most useful metric for measuring email performance – higher than any other metric.
Low click-through rates also ranks as the top concern for email marketers, with 53% citing it as a leading challenge.
So we’re in the mist of a click-through crisis. But with content marketing and contextual marketing at their fingertips, email marketers can create compelling, powerful content that improves click-throughs and conversions. Here’s how:
Happy Friday! It’s been another busy week at Movable Ink. We recently published our guide, “10 Responsive Design Hacks” to help email marketers find a straightforward resource when they’re working on designing responsive emails that look great on mobile devices.
We’re also prepping three great pieces on the UK email market: an infographic about the state of mobile commerce in the UK, a research report about the state of email and device preferences, and a UK-specific Inkredible 5 lookbook.
Email has very much been in the spotlight recently. VentureBeat discussed how many brands are challenged when it comes to finding an ESP that meets all their needs and eMarketer published a new survey about the leading challenges in 2015.
Here’s a breakdown of those stories and more for your weekend reading: