Tag Archives: retail

Mastering Mobile Email: Part 3- Contextual Optimization

Mastering Mobile Email PDF

Click to see a list of all 15 tips for Mastering Mobile Email.

Earlier in this three-part “Mastering Mobile Email” series, we shared 5 tips for optimizing your email template and design, and 5 tips for using mobile email to drive cross-channel interactions.

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 contact@movableink.com.

Looking for a full list of the 15 tips on fully optimizing for mobile in one place? Download the 15 Tips for Mastering Mobile Email list here.

Mastering Mobile Email: Part 2- Cross-Channel Integration


In our last post in the three-part “Mastering Mobile Email” series, we shared 5 tips for optimizing your email templates and designing for mobile. In today’s post, we highlight 5 creative ways to integrate mobile email with other channels:

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).

Now that you’ve mastered mobile email design and cross-channel integration, check out these 5 tips on optimizing emails based on the real-time context of mobile users.

Internet Retailer: Finish Line Saw 80% Higher Click-Through Rates Using Movable Ink

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A new article by Internet Retailer gives an inside-look into how Finish Line achieved an 80% increase in click-through rates on its “March Madness” Final Four email campaign earlier this year by using Movable Ink.

Aaron Buchanan, Email Marketing Manager for Finish Line, describes how the retailer used our Agile Email Marketing platform to determine which of the Final Four colleges each customer was closest to at the precise time of email open, and show images of apparel products specific to that nearby school.

In addition to advanced geo-targeting, Finish Line also uses Movable Ink to embed live video in email campaigns.

Buchanan noted that Movable Ink “pays for itself several times over each month.”

Read the full article on InternetRetailer.com or download the Finish Line case study to learn more.

Campaign of the Week: Matrix Newsletter with Video, Countdown Clock, and Local Map

Matrix Newsletter WITH PINK

Matrix, a division of L’Oréal, used various pieces of live content (highlighted in pink) to make this email newsletter stand out. Click image to view full-size.

This week’s featured agile email marketing campaign is from Matrix, a division of L’Oréal, and creatively combines a video, countdown clock, and local map. I sat down with Lindsay Broekemeier, Customer Success Associate, to learn more.

Brooke Burdge, Marketing Manager: What was the goal of this campaign?

Lindsay Broekemeier, Customer Success Associate: Matrix is a unique beauty brand, because its products are only distributed through salons and authorized retail stores; they cannot be purchased online. For this reason, Matrix has two main audiences: the salons that purchase and use the products, and the consumers that visit these salons and are loyal fans of the brand.

The goal of this email campaign was to create a newsletter that gave both audiences relevant updates on the Matrix brand. Two separate emails were built to accomplish this goal: one sent to the distributor segment, and another version sent to the consumer segment.

BB: What stands out about this agile email campaign?

LB: This campaign was made highly relevant for each audience using live content. In both versions, Matrix included a video that played directly in the email, as well as a local map. The email sent to the distributors also contained a countdown clock showing the time remaining until an educational webcast.

BB: Can you describe how the video in email worked?

LB: Sure. The video played automatically within the inbox itself, with no need to open in a media player or browser. The video was originally created for other promotional purposes, so this is a great example of how marketers can effectively use their existing video content in email campaigns as a way to increase the video’s ROI.

BB: What did the local maps show in each version of the email?

LB: In the email sent to the distributor segment, the local map showed nearby Matrix Distributors where salon owners could purchase the products to use in their salons. In the version sent to the consumer segment, the local map showed nearby salons that use Matrix products. In both versions, the map was targeted to each individual recipient’s location at the moment of email open.

BB: What do you think is the biggest takeaway from this campaign?

LB: Matrix used live content in creative ways to make each individual email as engaging as possible. Because of the brand’s distribution channel, the use of local maps was a particularly impactful addition to this agile email campaign.

Thanks, Lindsay! To learn more about incorporating live content into emails, visit the Movable Ink Platform page or reach out to us at contact@movableink.com.

NEW FEATURE: Mobile Carrier Targeting

mobile carrierWe’re excited to introduce a new feature on Movable Ink’s Agile Email Marketing platform—mobile carrier targeting. Marketers can now target their emails based on the specific mobile carrier network that an individual is using at the moment of email open.

For businesses that rely heavily on information about mobile carrier preferences (like telecommunications providers and mobile device retailers), the ability to access this information and act on it in real-time is crucial, and a competitive advantage. For example, marketers can choose to display different creative images or promotional offers depending on the recipient’s mobile carrier, powerfully increasing the relevancy of their campaign’s message.

It’s also possible to automatically serve lower resolution images once a mobile carrier is detected, in order to optimize the loading time and viewing experience since the email recipient is not connected to a WiFi network.

We’d love to hear your thoughts on this new feature. Reach out to us at contact@movableink.com, or leave a comment below.

Campaign of the Week: American Eagle Outfitters’ T’s and Tanks

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Once a week, we’ll be sharing a recent campaign that stood out to the Movable Ink team as a creative use of our Agile Email Marketing technology.

This week, I sat down with Customer Success Manager Andre Prevot to discuss a stand-out campaign from American Eagle Outfitters.

Brooke Burdge, Marketing Manager: What was the main goal of this campaign?

Andre Prevot, Customer Success: The goal was to use Movable Ink’s Creative Optimizer app in order to test user engagement and response to two very different presentations of a promotion in real-time, and to optimize the campaign on the fly based on which one was receiving the most clicks.

BB: How did this campaign differ from others you’ve seen that make use of Movable Ink’s Creative Optimizer app?

AP:  With the Creative Optimizer app, we are able to see mid-send how an A/B split test is performing, and change to the better-performing creative after the email has already been sent and is sitting in a user’s inboxes.

Typically, marketers swap a single image for another. However with this campaign, each presentation of the promotion consisted of several image slices and had two different click-through destinations. Furthermore, the white and yellow variations were drastically different, which is the basis for a compelling test.

BB: Can you share more details about the campaign, including any results?

AP: The campaign was launched on a Sunday in the late afternoon, and by early Monday morning, we could see that the white variation was drastically outperforming the yellow one. After seeing the test results, we were able to push the white creative to replace the yellow in real-time. This meant that even though the email was already sent out, anyone who opened it going forward would only see the white creative.

Changing the creative resulted in a 101% lift in click-through rate, at a 100% confidence level.

BB: What’s the biggest takeaway from this Agile Email Marketing campaign?

AP: The key takeaway here is that when you test creatives that are drastically different — that’s when you’re able to achieve the most substantial lifts in click-through rates. This was an elaborate test design, but was certainly worth it.

BB: Thanks, Andre!

To learn more about how to maximize your click-through rates and campaign performance, give us a shout at sales@movableink.com.