Nickelodeon used a live countdown clock in this email to build up anticipation for the new series, Sam & Cat. The clock showed the hours, minutes, and seconds remaining until the premiere. After the premiere started, the digits transformed to animated, flashing zeros.
Using Movable Ink’s agile email marketing platform, Hyatt added a real-time weather forecast into reservation reminder emails. For example, the email to the left (click to view full-size) was sent from the Hyatt Regency Chicago to upcoming hotel guests and contained the 7-day forecast for Chicago that you see above, in addition to itinerary details.
By including weather information in the reservation reminder email, Hyatt not only helped their guests pack accordingly, but simultaneously demonstrated a high level of customer service before guests even stepped foot on the hotel property.
With Movable Ink, it’s also possible to show a real-time weather forecast based on the email recipient’s current location at the time of open, rather than a pre-specified location. Click here to see an example of personalized weather targeting in an email from Seamless.
Questions? Email us at firstname.lastname@example.org.
This email promotion from Seamless included a 3-day weather forecast at the bottom, targeted for each recipient’s location at the time of open. On days that showed rain or thunderstorms, the creative beneath the forecast read: “Don’t get drenched. Order in!”
Click image to the left to view full-size.
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.
This email from White House | Black Market uses web-crop (highlighted above in pink) to show available inventory pulled live from their website. As inventory changes online, so does the email, since the web-crop transforms the email into a container for live content.
Comedy Central took advantage of yesterday’s election to boost downloads of The Daily Show smartphone app. This is the same email, but with different “top of the fold” image and call-to-action based on whether the message was opened on a desktop or smartphone.