Tag Archives: countdown clock

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.

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: Finish Line’s Jordan Retro 8s

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This week’s featured Agile Email Marketing campaign is from Finish Line, and shows the power of pairing social media with a countdown clock to drum up excitement for a highly anticipated product launch. Vince PeGan from our Customer Success team worked with Finish Line on this campaign, and gave his perspective on what made this email stand out. 

Brooke Burdge, Marketing Manager: What was Finish Line looking to accomplish with the Jordan Retro 8s campaign?

Vince PeGan, Customer Success: The Jordan Retro 8s have a huge following, and sneaker fans were extremely excited about the upcoming release. The team at Finish Line wanted to build buzz around the start of the sale, while also giving their customers answers to questions they might have about the shoe’s launch.

BB: How did this email achieve their goals?

VP:  They accomplished their campaign goals in two main ways: First, Finish Line used our Countdown Clock app to embed a dynamic, ticking clock in the email that showed the hours, minutes, and seconds remaining until the Retro 8s would be available. Doing this added a sense of urgency and transparency around the time-sensitive promotion.

Second, they used our Tweets app to embed the @FinishLine Twitter handle and the company’s latest tweets directly into the email message. This allowed customers to easily see some of the latest questions and answers related to the Jordan Retro 8s. Showing real-time conversations about the shoe added a powerful element of social-proof. Sneaker fans were able to see the conversation happening live online, which gave them a more compelling reason to join in.

BB: What do you think is the big takeaway from this Agile Email Marketing campaign?

VP: It all comes down to the customer’s experience. Finish Line kept their customers in mind throughout each step of this campaign’s development. They understood how much their customers were anticipating the release of this shoe, and used live tweets to address customer inquiries by answering the most common questions ahead of time, and pushing those conversations into email. At the end of the day, by utilizing multiple Movable Ink apps, Finish Line was able to deliver a truly engaging experience to their customers.

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