8 Awesome #Snowmageddon2015 Emails

Blizzard in NYCOkay, New York City’s #Snowmageddon2015 was more like #FakeStorm2015. But a few feet of fresh snow overnight is still nothing to turn your nose at – even if the promised “hurricane-like gusts” of wind never really materialized.

Up and down the East Coast, there’s a lot of snow. This is the first biggest snowstorm of the year… did your company have a contextual email campaign ready for it?

We collected some of our favorites from the day of #FakeStorm2015. These are contextual emails that took the weather into account – either through clever geo-targeted segmenting or automated email personalization – and offered deals and great contextual content.

Here are eight brands that sent contextual emails based on the snowstorm:

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Netflix & Uber Run Marketing Campaigns That People Actually Want to See – Here’s How.

Netflix is contextual marketingWhen you’re watching a TV show on Netflix and Netflix automatically recommends another show that looks good, you don’t really think before you click it. The content is so relevant to you, so targeted to your interests, you know you’re going to like it.

Netflix is built on this model. By crunching data from 44 million subscribers, the company has created a contextual marketing engine that delivers 76,000 different genre types, offering genres as obscure as “alien films from the 1970s.”

By sending these recommendations in real-time, Netflix isn’t just delivering the best show, recommended for your individual preferences – the company is actually creating contextual marketing campaigns and targeting them on an individual basis.

Netflix has created marketing that’s so seamless that it’s built right into the experience. Every time you click a recommended show, you’re clicking an ad.

That’s a pretty big deal, considering customers really don’t like traditional marketing. Forrester found that less than a quarter (22%) of consumers trust emails from companies or brands, only 13% trust ads on web sites, and only 32% trust ads in any channel.

What customers do trust is utility and experience… and that’s why contextual marketing is so important today. Just ask Uber.

Continue reading Netflix & Uber Run Marketing Campaigns That People Actually Want to See – Here’s How.

What Louis CK Can Teach You About the Crazy Power of Contextual Marketing

Louie CK sold out Madison Square Garden... with contextual marketingWhen you think of comedian Louis CK, you probably think stand-up comedy first, TV second, and “contextual marketing” never.

But recently, Louis was the first comedian to ever sell out three shows at Madison Square Garden. In fact, so many people bought tickets that he had to announce a fourth.

And he did it by sending contextually relevant emails.

This isn’t the first time that Louis CK ran a contextual marketing campaign. Three months ago, anyone in the area of Somerville, Massachusetts, received an email announcing three back-to-back shows at the Somerville Theatre in Davis Square… and all those shows also sold out.

The email went out one day before the first show started. The Somerville Theatre didn’t mention that Louis CK was performing there. Not on posters, not in the calendar, not even on the marquee out front.

But it didn’t matter, because Louis CK had contextual email marketing on his side.

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New Research! The UK Consumer Device Preference Report: Q1 2014

Screen Shot 2014-06-19 at 11.28.48 AM

We’re delighted to announce the release of our first-ever UK Consumer Device Preference Report, which looked at aggregate data across all of our UK-based clients in Q1 2014.

What we’ve been calling “The Mobile Takeover” is in full effect across the Atlantic — in fact, even more so than here in the United States. 72 percent of all email opens took place on mobile devices in the UK in Q1, compared to 66 percent in the US.

Strikingly, tablet opens in the UK are already at near parity with desktop opens (26 percent and 28 percent, respectively). This mirrors the trend we’re seeing in the US, and confirms our view that tablets are on their way to becoming the “household PC of record” for consumers’ personal computing needs.

Some other key findings from the “UK Consumer Device Preference Report: Q1 2014″ include:

• Apple asserts its dominance over Android. iPhones and iPads accounted for 62% of all opens
in Q1 compared to just 9% for Android devices. And iPads had a share of opens more than 14 times greater than Android tablets.

• The South East & North West regions of the UK are email marketing hotspots. When it came to opening emails, London, the South East of England, and the North West of England were this quarter’s regional winners with around 50% of all the UK’s measured opens coming from those locations.

• Tablets own the night. Smartphones rule the roost during the early hours and throughout the
middle of the day. As the afternoon turns to evening, tablet usage explodes taking share from
the smartphone and desktop pie.

For an in-depth look at all of the report’s findings, please enjoy your complimentary download of the UK Consumer Device Preference Report.

Off Topic: Oracle Acquires Responsys

Oracke at Delphi

Earlier today, Oracle announced that it entered into an agreement to acquire Responsys in a deal worth nearly $1.5 billion.  Predictably — no pun intended (maybe) — this set off some classic Movable Ink geek banter:

  • Vivek Sharma, CEO: I called it! http://www.cnbc.com/id/101289244
  • Jordan Cohen, VP of Marketing: It took an Oracle to call that one.
  • Vince PeGan, Sr. Account Manager: Great Responsys, Jordan!
  • Adam Stambleck, VP of Client Experience: Seeing the news this morning, put a big Springer in my step.
  • Vivek Sharma: I have been gifted with ESP to make calls like that.

Huge congrats to our friends at Responsys!

-The Movable Ink Team