In Case You Missed It: “Bringing Email to Life with Video” Webinar Recording & Recap

Wednesday, September 4th, 2013

Webinar best practices
Top three best practices for video-in-email from the webinar speakers.

Last week, Movable Ink teamed up with Invodo and Silverpop to host a one-hour webinar on “Bringing Email to Life with Video.” Missed it? Check out the recording of the webinar here.

Below are the top three best practices from the webinar that our VP of Marketing, Jordan Cohen, shared on how to successfully execute video in your email marketing campaigns:

  1. Be timely, relevant, and creative
  2. Give each user the best possible viewing experience: full video, animated gif, or video still
  3. Get agile: optimize video emails on-the-fly based on time, location, and device

For even more tips, check out the one-page PDF of best practices from the webinar.

Interested in learning more about how Movable Ink makes video-in-email possible? Download the video-in-email fact sheet, or reach out to us directly at contact@movableink.com.

Watch Video Email Webinar Recording

Emails We Love: Lee Jeans National Denim Day with Live Tweets

Thursday, August 29th, 2013

Lee Jeans emailOn Friday, October 4, Lee Jeans will partner with the American Cancer Society to celebrate Lee National Denim Day. On this day, supporters are encouraged to wear jeans to work in exchange for a $5 donation to the cause.

The email seen here, sent by Lee Jeans, accomplishes three things very well:
1. Strengthens awareness of Lee National Denim Day

We love this email because it successfully educates recipients on the goal of the movement, offers clear ways to get involved, and simultaneously creates excitement about the taking part in the initiative.

 

Upcoming Webinar: Everything You Need to Know About Gmail’s New Inbox, September 4

Wednesday, August 21st, 2013

Gmail Webinar

You won’t want to miss this! Movable Ink, ReturnPath, and the EEC join forces to host a webinar on the hottest topic in email marketing today: Gmail’s new tabbed inbox.

Join us for “The No Hype, Get to the Root of It, Everything You Need to Know About Gmail’s Tabbed Inbox” webinar on Wednesday, September 4 at 2:00 PM EDT. In this 1-hour webinar, industry leaders from the EEC, ReturnPath, and Movable Ink, will explain how Gmail’s new inbox works, share the results of early research into its impact on open rates, and provide strategies and best practices for responding to the changes. Register today to join us on September 4.

To learn more about Gmail’s new tabbed inbox, check out our recent blog post, “The Impact of Gmail’s New Inbox: Top Three Considerations for Email Marketers” and article in Chief Marketer, “Did The Gmail Tabbed Inbox Reinvent Email Marketing?”

Emails We Love: Finish Line (Real-Time Local Map and Discount Barcodes)

Thursday, August 15th, 2013

Finish Line - Local Maps and Discount Barcodes
Click image to enlarge.

Finish Line used real-time geo-targeting in this agile email marketing campaign to show each recipient a map of the nearest retail store. Since the map is based on each recipient’s current location at the moment of email open, the email is always relevant and highly personalized.

By including barcodes in this email’s template, Finish Line made it even easier for mobile consumers to take advantage of available discounts when in-store.

To see more “Emails We Love,” check out our Pinterest page. Questions? Reach out to us at contact@movableink.com or 1-800-270-6033.

Mobile Devices Reign Supreme for Email Opens in Q2 2013

Wednesday, August 14th, 2013

US Consumer Device Preference Report Q2 2013Nearly two-thirds of all email opens occur on smartphones and tablets, as shown in Movable Ink’s latest research, the US Consumer Device Preference Report: Q2 2013.

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

  • The current breakdown of email opens by device (smartphone, tablet, or desktop)
  • Who’s winning in the smartphone battle between Apple (iOS) and Google (Android)
  • How user engagement varies across devices
  • A map showing which US states are leaning smartphone vs. desktop

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

Check out “re: Email Opens—iPhone Eats Android’s Lunch” in Direct Marketing News for additional coverage of this data.

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New Strategies for Optimizing Video-in-Email

Tuesday, August 13th, 2013

Video in Email ReportA recent report by veteran email marketing industry analyst David Daniels of The Relevancy Group, “Embedded Video in Email: Exploring its Viability as a Marketing Tactic,” offers a comprehensive look at using embedded video in email, and what marketers can expect from incorporating video in their email campaign strategy.

The Relevancy Group has found that 55% of marketers who use video in email report higher click-through rates than those who do not use embedded video in their email messages.

Additional benefits of using video in email, as shown by the data in this report, include:

  • Increased duration of time that subscribers spend reading the email
  • More sharing and forwarding of the email message
  • Higher conversion rates
  • Increased average sales size of orders

Download the report here to learn more.

Ready to get started with video-in-email?
Join Movable Ink, Silverpop, and Invodo on Wednesday, August 28 at 1:00 EDT for a one-hour webinar on “Bringing Email to Life with Video.” Get examples, technical steps, and tips for incorporating video into your agile email campaigns. Register for the webinar here.

For more information on how Movable Ink optimizes the video-in-email experience, download our video-in-email one-pager today.

Hot off the press! The Inkredible Five, Summer 2013

Wednesday, July 31st, 2013

Inkredible Five Summer 2013
The best agile email marketing campaigns of Summer 2013.

Each season, the Movable Ink team honors five innovative brands who are breaking the mold with agile email marketing campaigns that truly stand out in the inbox.

The Summer 2013 edition of The Inkredible Five includes examples of exceptional emails that incorporate video, social media, live inventory, and even real-time weather information to create deeply engaging experiences.

Ready to be inspired? Click here to download the e-book.

The Impact of Gmail’s New Inbox: Top Three Considerations for Email Marketers

Gmail's new "Promotions" tab

At the end of May, Gmail announced a “new inbox” that automatically sorts users’ email into three different tabs: “Primary,” “Social,” and “Promotions.” Now that Gmail’s redesigned inbox has started to roll out—what have we observed so far, and what key considerations should email marketers keep in mind for future promotional campaigns?

Our VP of Marketing, Jordan Cohen, shared his perspective on this subject in a few different publications recently. Below are his top three considerations for email marketers:

1.    Send-time optimization will be an exercise in futility.
“Is Gmail’s New Inbox an Email Marketing Killer?” July 19, 2013, EContent Magazine
“Marketers do need to account for the greater length of time that will take place between the moment they hit the send button, and the moment the recipient actually opens the email. A marketer’s ever-popular ‘One Day Only Sale’ email might be expired by the time the recipient gets around to visiting the Promotions tab. Travel and event tickets, and limited availability inventory might be sold out.”

2. When users do check the “Promotions” tab, they will be in a buying mode.
“Gmail Inbox revamp spells trouble for time-sensitive mobile offers,” July 23, 2013, Mobile Marketer
“If people click on the promotions tab, it means they are in a higher-intent buying mode… It means they are clicking the tab thinking I want to go and see what commercial offers are waiting for me in my email inbox as opposed to having all email in a single inbox and missing some stuff there.”

3. The macro-trend of rising smartphone adoption may offset the impact of Gmail’s new inbox, but this change cannot be ignored.
“Coping With The New Gmail Inbox,” July 24, 2013, MediaPost
By last count (June 2012), there were 425 million Gmail users in the world, and it may be up to half a billion by now—so the effect can potentially be substantial. That said, the larger macro-trend of rising smartphone adoption means that the number of consumers who actually use the tabbed Gmail interface will be smaller.

BUT even though not all Gmail users will be using the new, tabbed inbox system, there will still be millions — if not hundreds of millions — who will, representing anywhere from 10% to 20% of an average B2C email marketer’s list. Marketers will have to rise to the occasion and adopt new strategies and technologies if they want to stay relevant with their Gmail-using recipients.”

 

Have questions on Gmail’s new inbox? Leave a comment below, or reach out to us directly at contact@movableink.com.

Interested in learning more about how agile email marketing can benefit your email marketing goals? Get started with Movable Ink here.

Emails We Love: ESPN’s ESPYS Awards

Thursday, July 25th, 2013

The email included live tweets from fans who used the #ESPYSBestTeam hashtag. (Click image to view full-size.)

Over 2 million sports fans tuned in to ESPN last week to watch The ESPYS, an annual awards show that recognizes excellence in sports performance. In advance of the show, ESPN launched this engaging agile email marketing campaign to encourage fans to vote for the best team. The email shown here was sent to a segment of subscribers who had previously identified the Miami Heat as their favorite team.

The email included live social media chatter from fans who used the #ESPYSBestTeam hashtag on Twitter, updated in real-time. A pre-populated tweet with the #ESPYSBestTeam hashtag was launched when a recipient clicked within the body of the email. If the email was opened on a mobile device and the Twitter app was detected as installed, the pre-populated tweet loaded directly within the Twitter app itself versus on a default mobile browser. Learn more about deep linking in mobile email here.

Once the awards were announced, the live tweets section of the email changed to reveal a summary of the winning athletes and teams (if you’re curious, the Miami Heat took home the ESPY for the best team).

Check out more examples of social emails on our Pinterest page.

Mastering Mobile Email: Part 3- Contextual Optimization

Thursday, July 18th, 2013

Mastering Mobile Email PDF
Click to see a list of all 15 tips for Mastering Mobile Email.

Earlier in this three-part “Mastering Mobile Email” series, we shared 5 tips for optimizing your email template and design, and 5 tips for using mobile email to drive cross-channel interactions.

But why stop there? Let’s take mobile optimization one-step further. The nature of mobile devices themselves allows for real-time optimization and advanced targeting. How can marketers take full advantage of the unique possibilities inherent in mobile email?

Here are 5 ways to optimize your emails based on the real-time context of your mobile consumers:

Contextual Optimization
1.     Optimize creative for different mobile devices. Show the most relevant creative based on which mobile device is being used to open the email. RadioShack promoted certain mobile products based on the user’s open device (see example).
2.     Promote device-specific app downloads. In our last post, we explained how it’s possible to deep link to your brand’s mobile app using email. But you can also target users in real-time with app download calls-to-action based on the device used to open the email. Check out these examples from Comedy Central and Starbucks.
3.     Target by current weather conditions. Show recipients’ creative specific to the weather conditions at their location when they open the email. Seamless, the food delivery service, showed a weather forecast and encouraged readers to order in on rainy days (see example).
4.     Optimize for mobile connection strength. Serve lower resolution images if a mobile carrier is detected, since the email recipient is not connected to a WiFi network. Learn more about mobile carrier targeting here.
5.     Optimize video-in-email. Use device-targeting to ensure mobile email recipients enjoy the best possible video-in-email experience available to them at time of open, depending on ISP/email client. Learn more about video-in-email here.

Have questions on any of the tips covered in the “Master Mobile Email” series? Give us a shout at contact@movableink.com.

Looking for a full list of the 15 tips on fully optimizing for mobile in one place? Download the 15 Tips for Mastering Mobile Email list here.

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