Did you ever wish you could somehow combine social media and email marketing in totally new ways? Or pull in reservation information from an internal database and display it, in real-time, in your emails?
Well, good news – that’s all possible. By using API integrations within email campaigns, marketers can tap into a whole new world of opportunities. We recently published an eBook with examples of how brands are using API Integrations in email today and we wanted to continue that by showcasing how this looks in action.
Our product marketing specialist, Steven Joya, put together a brief video that will take you through the history of dynamic email content and how API integrations are implemented from start-to-finish.
Check it out:
If you’re wearing glasses, there’s a good chance you’ve heard of Lenscrafters. You might even be wearing a brand you bought from the company right now. The brand has stores all over the country that sell eyewear products and offer eye exams.
One of the most important marketing tools for Lenscrafters is email. When it’s time for a sale or an appointment reminder, the company depends on email to drive results. That means getting online sales for glasses and, most importantly, getting people to book appointments.
Ivy Inniger, Director of CRM/Loyalty at Lenscrafters North America, wanted to make it as easy as possible to book appointments. To do that, Inniger and the team used Movable Ink’s technology to power custom-built API integrations in an email campaign.
Here’s how it worked:
The idea of “dynamic content” in email has come a long way. From flash sales and countdown timers, emails have started to include API integrations that are customized to an individual business level.
Some examples: Airlines are using seating charts within an email to upsell customers in one click. Ticket venues are allowing customers to reserve seats from right within an email and healthcare providers are offering the ability to make appointments at local offices. Retail companies are sending emails with sales that change depending on the time of day.
There are endless opportunities to use API integrations to make email more compelling and personalized. Simply by pulling in data from other channels – whether that’s social media, inventory, local stores, or the website – you can offer a new experience every time.
Want to learn how brands like Lenscrafters, Dunkin’ Donuts, and others are using API integrations in emails today?
This is a guest post by Netta Kivilis, Head of Marketing at Custora.
We recently analyzed data from some of the fastest-growing online fashion, accessories, and lifestyle retailers in North America — brands such as Bonobos, Crocs, Trunk Club, The Tie Bar, Live Out There, and Choxi. Our goal was to understand what makes these high performance retailers different from everyone else, and how these differences led to a growth rate that is almost double that of the overall average e-commerce industry.
We supplemented the quantitative findings with insights and advice shared by some of the retailers included in the study. You can learn more and download the full research report here.
This is a guest post from Devesh Khanal of Devesh Design.
Here’s the truth: Your social media following will not grow your revenue. Relying on social media to drive sales is a mistake for a lot of online businesses.
Take Morgan, for example. Morgan wants to start selling her handmade soap online. Her local vendors regularly sell out and now she wants to share her product with the world.
She puts together a website and a blog full of content relevant to her target market. Now she needs traffic, so she turns to Twitter and Facebook.
She starts sharing great articles and compelling pictures. She even adds “like” and “follow” buttons to her site.
Her following is growing steadily! But she begins to notice that most of her new “friends” are not clicking through to her site.
What is Morgan doing wrong?
Movable Ink is excited to announce that our latest research into how UK consumers open, access, and read email is now available!
This research offers new insight into mobile email opens, read length across devices, and how UK consumers are converting from email. It’s an invaluable resource for any email marketer hoping to optimise campaigns for their audience.
Nearly three-quarters (71%) of emails are opened on mobile devices in the UK and it’s clear that mobile conversions, while gaining momentum slowly, are definitely gaining momentum.
If you want to take a look at a deeper analysis of the findings, Marketing Week featured a breakdown of the findings and discussed how one Movable Ink customer, Marie Curie, used an email that deep-linked to text message applications and made it easier than ever to donate. In the piece, CEO Vivek Sharma shares his views on the latest report as well.
Want to read the full report?
If you listen to anyone in the tech industry today, there’s a consensus that shopping in an actual, physical store is passé. Over. Done. Cooked. In a few short years, we’ll all be seamlessly ordering everything from mattresses and groceries to clothes and books directly from our phones.
Or… not. A new report from TimeTrade found that 65% of consumers would still prefer to purchase an item in a nearby store as opposed to online. The majority of them said they wanted to “touch and feel” the products before making a final purchase.
More importantly, 42% of consumers have never actually purchased something from their mobile devices. And when they’re looking to buy something, only 13% will decide to buy it from mobile.
So where does this leave brick-and-mortar retail? Somewhere in-between. Clearly, physical purchases are still extremely important. But digital can help drive foot traffic to the store and get customers interested in what the store has to offer.
This is a guest post from Carl Sednaoui of MailCharts.
As the summer heat rises, so does the need to get consumer’s attention. In this post we’ll explore some of our favorite Travel and Hospitality emails from May. Before diving into the emails, let’s go over some industry stats.
On average, companies sent just above one email per week, bringing us to a 5.8 email average for the month. The send-volume distribution is heavily impacted by both top-senders and low-senders. Here’s the breakdown:
Every quarter, we release five emails from Movable Ink customers who are really pushing the envelope when it comes to email marketing. These are companies using email personalization, building highly relevant content through our contextual marketing platform, or maybe geo-targeting different offers and rewards points.
Today, we’re happy to announce the first-ever UK edition of our Inkredible 5 series. This lookbook features five great emails from UK brands that include examples of personalization, geo-targeting and more.
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: