While visiting San Francisco for Salesforce’s Dreamforce conference last week, our Co-Founder and CEO, Vivek Sharma, had the chance to sit down with Bloomberg West to discuss Movable Ink’s role in propelling the next generation of email marketing. View the full video of Vivek’s interview with Jon Erlichman, Sr. West Coast Correspondent for Bloomberg TV, above, and read on for highlights.
In the interview, Vivek describes how email marketing has slowly evolved over time and traditionally has failed to keep pace with the hyper-relevant and real-time nature of the web. This is no longer the case, as the email marketing industry is rapidly moving toward actuality-based marketing, or what we at Movable Ink describe as “agile email marketing“. Today, over 110 Fortune 1000 brands use Movable Ink to create highly innovative agile email marketing campaigns.
Agile email marketing enables marketers to personalize an email’s content at the precise moment when a subscriber opens the message. Email is now able to sense and respond to where a recipient is, what device is being used, and even the weather outside. Beyond delivering powerfully relevant content, agile email marketers also optimize emails on-the-fly and let the audience decide what offers and content are working more effectively while the campaign is still running.
Gone are the days of “one-size-fits-all” email marketing. Today’s email marketers are sending campaigns that are fully agile, updated in real-time, and highly personalized. Curious how email marketing has evolved over time? Take a look at our infographic below to find out:
To get you in the Halloween spirit today, here’s one of our favorite spooky emails sent from ivivva, a member of the lululemon family. The email promotes Zombie Yoga Month, a series of local community events held by ivivva where girls all over North America took to their yoga mats to join the “zombie yogapocalypse.”
The agile email included a real-time local map which showed the nearest ivivva store location, hours, and contact information at the moment of email open.
Finish Line used real-time geo-targeting in this agile email marketing campaign to show each recipient a map of the nearest retail store. Since the map is based on each recipient’s current location at the moment of email open, the email is always relevant and highly personalized.
By including barcodes in this email’s template, Finish Line made it even easier for mobile consumers to take advantage of available discounts when in-store.
But why stop there? Let’s take mobile optimization one-step further. The nature of mobile devices themselves allows for real-time optimization and advanced targeting. How can marketers take full advantage of the unique possibilities inherent in mobile email?
Here are 5 ways to optimize your emails based on the real-time context of your mobile consumers:
Contextual Optimization 1. Optimize creative for different mobile devices. Show the most relevant creative based on which mobile device is being used to open the email. RadioShack promoted certain mobile products based on the user’s open device (see example). 2. Promote device-specific app downloads. In our last post, we explained how it’s possible to deep link to your brand’s mobile app using email. But you can also target users in real-time with app download calls-to-action based on the device used to open the email. Check out these examples from Comedy Central and Starbucks. 3. Target by current weather conditions. Show recipients’ creative specific to the weather conditions at their location when they open the email. Seamless, the food delivery service, showed a weather forecast and encouraged readers to order in on rainy days (see example). 4. Optimize for mobile connection strength. Serve lower resolution images if a mobile carrier is detected, since the email recipient is not connected to a WiFi network. Learn more about mobile carrier targeting here. 5. Optimize video-in-email. Use device-targeting to ensure mobile email recipients enjoy the best possible video-in-email experience available to them at time of open, depending on ISP/email client. Learn more about video-in-email here.
Have questions on any of the tips covered in the “Master Mobile Email” series? Give us a shout at firstname.lastname@example.org.
Cross-Channel Integration 1. Include a “click-to-call” button when appropriate. Don’t forget that smartphones are also actual phones! When it makes sense to use, a “click to call” button is a simple way to directly connect mobile email recipients to a customer service hotline or other important phone number. 2. Social media sharing. Make it as easy as possible for readers to connect with your brand in social media by incorporating deep linking to social media mobile apps. Learn more about deep linking here. Try out social media deep linking for yourself by clicking the image in this post. If you’re reading this post on a mobile device, clicking the link will automatically detect whether or not you have the Twitter app installed, and if so, will launch the app with the pre-populated tweet ready-to-go. 3. Deep link to your own mobile app. In addition to deep linking to social media apps, it’s also possible to deep link to your brand’s mobile app when it is detected as installed on a user’s mobile device. If the app is not detected, the user can automatically be linked to the appropriate mobile app download store, whether it’s Apple’s AppStore or Google’s Play. Learn more about how Seamless, the food delivery service, did this in this case study. 4. Use barcodes to drive offline sales. Barcodes in emails help mobile consumers take advantage of coupons when in-store. Express does an excellent job of incorporating barcodes in mobile emails to encourage cross-channel conversions (see example). 5. Add a real-time local map to drive in-store sales. Mobile customers are on-the-go, so make use of real-time geo-targeting to show mobile users the store locations closest to them. We love how Matrix used a local map to show subscribers where they could find Matrix products near them in a recent newsletter (see example).
Delivering the right message, to the right person, in the right place, at the right time is no longer a “nice-to-have.” This video by Entrepreneur.com (view above, or click here to read more on Entrepreneur.com) highlights three entrepreneurs that are making this mission achievable for marketers, including our own Co-Founder and CEO, Vivek Sharma. Here, Vivek explains how Movable Ink’s agile email marketing platform makes it not only possible, but easy, for marketers to build highly relevant campaigns that are more engaging to consumers.