Tag Archives: Brooke Burdge

Campaign of the Week: Matrix Newsletter with Video, Countdown Clock, and Local Map

Matrix Newsletter WITH PINK

Matrix, a division of L’Oréal, used various pieces of live content (highlighted in pink) to make this email newsletter stand out. Click image to view full-size.

This week’s featured agile email marketing campaign is from Matrix, a division of L’Oréal, and creatively combines a video, countdown clock, and local map. I sat down with Lindsay Broekemeier, Customer Success Associate, to learn more.

Brooke Burdge, Marketing Manager: What was the goal of this campaign?

Lindsay Broekemeier, Customer Success Associate: Matrix is a unique beauty brand, because its products are only distributed through salons and authorized retail stores; they cannot be purchased online. For this reason, Matrix has two main audiences: the salons that purchase and use the products, and the consumers that visit these salons and are loyal fans of the brand.

The goal of this email campaign was to create a newsletter that gave both audiences relevant updates on the Matrix brand. Two separate emails were built to accomplish this goal: one sent to the distributor segment, and another version sent to the consumer segment.

BB: What stands out about this agile email campaign?

LB: This campaign was made highly relevant for each audience using live content. In both versions, Matrix included a video that played directly in the email, as well as a local map. The email sent to the distributors also contained a countdown clock showing the time remaining until an educational webcast.

BB: Can you describe how the video in email worked?

LB: Sure. The video played automatically within the inbox itself, with no need to open in a media player or browser. The video was originally created for other promotional purposes, so this is a great example of how marketers can effectively use their existing video content in email campaigns as a way to increase the video’s ROI.

BB: What did the local maps show in each version of the email?

LB: In the email sent to the distributor segment, the local map showed nearby Matrix Distributors where salon owners could purchase the products to use in their salons. In the version sent to the consumer segment, the local map showed nearby salons that use Matrix products. In both versions, the map was targeted to each individual recipient’s location at the moment of email open.

BB: What do you think is the biggest takeaway from this campaign?

LB: Matrix used live content in creative ways to make each individual email as engaging as possible. Because of the brand’s distribution channel, the use of local maps was a particularly impactful addition to this agile email campaign.

Thanks, Lindsay! To learn more about incorporating live content into emails, visit the Movable Ink Platform page or reach out to us at contact@movableink.com.

A look inside Comedy Central’s Inside Amy Schumer email

Get Inside Amy Schumer w pink

Last week, Comedy Central launched an innovative agile email as part of the overall promotional campaign for the cable network’s new series, Inside Amy Schumer.

The email, shown to the left with live content highlighted in pink, was sent in advance of the premiere and included live tweets from Amy, as well as an embedded video of the show’s trailer. To learn more about this email, I spoke with Vince PeGan from our Customer Success team who collaborated with Comedy Central to create this campaign.

Brooke Burdge, Marketing Manager: What was the main goal of this email campaign?

Vince PeGan, Customer Success Manager: Comedy Central wanted to encourage viewers to tune-in to the premiere of Inside Amy Schumer. To do this, they incorporated a video teaser of the show and a live Twitter feed of Amy Schumer’s tweets.

BB: What do you think adding the latest tweet from Amy Schumer into the email helped accomplish?

VP: Adding the latest live tweets informed fans Amy that was live-tweeting during the show’s premiere. It also gave fans a glimpse into Amy’s personality and humor while as she interacted with fans. Social is a real-time activity. If you want to engage more subscribers in these conversations, showing live tweets is the best way to get participation.

BB: What do you see as the biggest advantage to having video, like the show’s trailer, play directly within the email, rather than alternative ways to share video content?

VP: The biggest advantage is how this significantly simplifies the experience for the user. The video can play immediately within the email itself instead of opening in a browser. The video will optimize based on the user’s email client, allowing the viewer to see the best possible experience—whether it’s video, an animated GIF, or a static image.

BB: What do you think is the biggest takeaway from this campaign?

VP: This campaign is a perfect example of how email has the power to successfully integrate with other marketing channels. When you integrate social media and video with email, this significantly improves the subscriber experience.

 

Thanks, Vince! To learn more about the benefits of agile email marketing, check out the Movable Ink platform or contact us directly.

Campaign of the Week: ESPN’s NFL Draft

This week’s most innovative agile email marketing campaign comes from ESPN. ESPN used multiple agile elements to create a one-of-a-kind user experience around the NFL Draft. To do so, they incorporated a dynamic countdown clock, real-time information on the current draft round, and live sports commentary from social media. 

Kyle Frey from our Customer Success team collaborated with ESPN on this campaign, and gave his view on what made this email so successful:

Brooke Burdge, Marketing Manager: What stands out to you about the ESPN NFL Draft campaign?

Kyle Frey, Customer Success: This campaign transforms the email into much more than a one-time communication. Instead of using the email as a way to redirect their audience to various other online locations, ESPN was able to deliver real-time information about the NFL Draft in a single location. ESPN made their viewers’ interests a priority by giving them what they’re interested in, and making this easily accessible from the inbox.

BB: Can you give more detail about how the agile elements of this email worked?

KF: Sure. The countdown timer showed how many days, hours, minutes, and seconds remained until the next NFL Draft round. Once the draft started, the countdown timer changed to a call-to-action button where fans could click to watch the draft live. The clock then restarted after each draft round ended, counting down to the next round.

The main display showed the current draft pick in real time on the left, coinciding with live social tweets from NFL commentators on the right.

BB: What do you consider the biggest lesson from this campaign?

KF: The biggest lesson here is to envision your email campaign as more than a static way to remind or educate your audience. Email has the power to deliver something unexpected, and to create an engaging and enriching experience. ESPN did an incredible job of maximizing the full potential of email with this dynamic campaign.

 

Thanks, Kyle! To learn more about incorporating live content into emails, visit the Movable Ink Platform page.

Campaign of the Week: American Eagle Outfitters’ T’s and Tanks

image

Once a week, we’ll be sharing a recent campaign that stood out to the Movable Ink team as a creative use of our Agile Email Marketing technology.

This week, I sat down with Customer Success Manager Andre Prevot to discuss a stand-out campaign from American Eagle Outfitters.

Brooke Burdge, Marketing Manager: What was the main goal of this campaign?

Andre Prevot, Customer Success: The goal was to use Movable Ink’s Creative Optimizer app in order to test user engagement and response to two very different presentations of a promotion in real-time, and to optimize the campaign on the fly based on which one was receiving the most clicks.

BB: How did this campaign differ from others you’ve seen that make use of Movable Ink’s Creative Optimizer app?

AP:  With the Creative Optimizer app, we are able to see mid-send how an A/B split test is performing, and change to the better-performing creative after the email has already been sent and is sitting in a user’s inboxes.

Typically, marketers swap a single image for another. However with this campaign, each presentation of the promotion consisted of several image slices and had two different click-through destinations. Furthermore, the white and yellow variations were drastically different, which is the basis for a compelling test.

BB: Can you share more details about the campaign, including any results?

AP: The campaign was launched on a Sunday in the late afternoon, and by early Monday morning, we could see that the white variation was drastically outperforming the yellow one. After seeing the test results, we were able to push the white creative to replace the yellow in real-time. This meant that even though the email was already sent out, anyone who opened it going forward would only see the white creative.

Changing the creative resulted in a 101% lift in click-through rate, at a 100% confidence level.

BB: What’s the biggest takeaway from this Agile Email Marketing campaign?

AP: The key takeaway here is that when you test creatives that are drastically different — that’s when you’re able to achieve the most substantial lifts in click-through rates. This was an elaborate test design, but was certainly worth it.

BB: Thanks, Andre!

To learn more about how to maximize your click-through rates and campaign performance, give us a shout at sales@movableink.com.