Tag Archives: media and entertainment

The Inkredible Five, Spring 2014: Five Exceptional Examples of Agile Email Marketing


Spring is finally here, and with it comes a brand new edition of The Inkredible Five, featuring some of the most inspiring examples of agile email marketing yet!

  • 7 For All Mankind’s gorgeous and immersive “Dreaming in Blue” campaign
  • The Wall Street Journal’s magic email that always displayed the latest news
  • Lilly Pulitzer’s “Lunch at Lilly” campaign that made purchasing online or over the phone easier than ever

Get your copy today to see how these top brands and others combined their ingenuity with Movable Ink’s technology to create memorable and engaging email experiences that stood out in the inbox.

Ready to be inspired?

See Our Top Five

Emails We Love: ESPN’s Fantasy Football Mobile App

It’s officially football season, which also means sports fans across the country are glued to checking their Fantasy Football team scores. Managing your Fantasy team while on the go is one way to stay ahead of the game—which is where ESPN’s Fantasy Football mobile app comes into play.

To promote the mobile app, ESPN sent the email shown below on the morning of the 2013 NFL Kickoff. By using Agile Email Marketing technology, the same email offered two entirely different experiences when opened on a desktop or on a mobile device.

ESPN Fantasy Football Kickoff Email

When the email is opened on desktop, the main call-to-action is to manage the team from your mobile device, and links to more information about the app’s capabilities and the various mobile platforms that are supported. Icons for the AppStore, Google Play, and Windows Phone Store are all shown.

When the same exact email is opened on a mobile device, a few major changes happen. First, the main image is an animated gif of a mobile device with the ESPN app open, scrolling through a team roster to show the functionality of the app. In the example here, the app is shown inside an iPhone screen, but if the fan happened to be using an Android or iPad to read the email, the image of the device shown would match the device actually being used. Also, the call-to-action changes to be device-specific, (notice, “Manage Your Team From Your iPhone”). When fans click on “Download The App For Free,” they are brought directly into the app’s download page on the AppStore, Google Play, or Windows Phone Store—depending the device currently in use.

ESPN gives new meaning to “mobile optimization” with this email. For more tips on how to make your mobile emails stand out, check out our “Mastering Mobile Email” series.

Emails We Love: ESPN’s ESPYS Awards

The email included live tweets from fans who used the #ESPYSBestTeam hashtag. (Click image to view full-size.)

Over 2 million sports fans tuned in to ESPN last week to watch The ESPYS, an annual awards show that recognizes excellence in sports performance. In advance of the show, ESPN launched this engaging agile email marketing campaign to encourage fans to vote for the best team. The email shown here was sent to a segment of subscribers who had previously identified the Miami Heat as their favorite team.

The email included live social media chatter from fans who used the #ESPYSBestTeam hashtag on Twitter, updated in real-time. A pre-populated tweet with the #ESPYSBestTeam hashtag was launched when a recipient clicked within the body of the email. If the email was opened on a mobile device and the Twitter app was detected as installed, the pre-populated tweet loaded directly within the Twitter app itself versus on a default mobile browser. Learn more about deep linking in mobile email here.

Once the awards were announced, the live tweets section of the email changed to reveal a summary of the winning athletes and teams (if you’re curious, the Miami Heat took home the ESPY for the best team).

Check out more examples of social emails on our Pinterest page.

Emails We Love: TV Land’s “Hot in Cleveland” Live Season Premiere

Hot In Cleveland

TV Land created this highly-engaging email to promote the season premiere of “Hot in Cleveland,” a sitcom starring Betty White, using Movable Ink’s agile email marketing platform.  Here are 5 reasons why we love this email:

  1. Live show using live content. The first episode of the new season of “Hot in Cleveland” was aired live. By creating an email using live content, TV Land successfully added to the real-time nature of the season premiere.
  2. Streaming countdown clock showed the days, hours, minutes, and seconds left until the show started.
  3. Deep link to Twitter app on mobile allowed fans to wish the cast well before the live show with a pre-populated tweet.
  4. Live stream of latest tweets showed the real-time social chatter that included the #HOTLive hashtag.
  5. Embedded video of the “Hot in Cleveland” cast played directly within the inbox, with no need to launch an external media player or web browser.

For more examples of engaging emails, check out other Emails We Love. Questions? Reach out to us at contact@movableink.com.

Emails We Love: Nickelodeon’s Sam & Cat Premiere

Nickelodeon Countdown Clock

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.

For more “Emails We Love,” check out our Pinterest page. Questions? 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.