Sometimes, it seems like Facebook is Gretchen from “Mean Girls.”
Just like Gretchen was trying to make “Fetch” happen, Facebook keeps trying to make “Facebook marketing for B2B” happen.
But Facebook has a few things going against it – mainly that a lot of corporate Facebook posts don’t actually appear in a user’s news feed. On average, about 16% of your fans see your posts.
We wanted to give Facebook the benefit of the doubt, though. Recently, we hosted a webinar, “The Definitive Guide to Contextual Marketing.” To make sure that we let as many people as possible know about the webinar, we ran paid social media marketing campaigns on Facebook, Twitter, and LinkedIn.
Far and away, Facebook was the worst B2B social media marketing channel we used.
One of our favorite examples of Agile Email Marketing we’ve seen recently comes from 7 For All Mankind, the international fashion brand best known for its premium denim jeans, popularly referred to as “Sevens.” This email tied into the company’s current broader marketing initiative around the spring line of denim, “Dreaming in Blue,” and used video and a real-time Instagram feed to create an eye-catching email experience.
The development and execution of this email campaign was a collaborative effort between the marketing team at 7 For All Mankind, their e-commerce partners at OneStop, and our Client Experience team at Movable Ink.
I caught up with Lyanne Loriz, E-commerce Analyst for 7 For All Mankind, to get more info on this “dreamy” campaign.
Brooke Burdge, Marketing Manager, Movable Ink: What was the main goal of this email? Lyanne Loriz, E-commerce Analyst, 7 For All Mankind: We recently launched a new marketing initiative to promote our spring collection, “Dreaming in Blue,” which is now live on 7forallmankind.com. This email was an opportunity for us not only to increase awareness of the new spring collection, but also to broaden the reach of assets we’ve already developed, like the “Dreaming in Blue” video. (You can check out the video here).
BB: How were you sharing videos through email before using Movable Ink’s technology? LL: Previously, we used a static video still with a “faux” play button in the center that linked over to YouTube when clicked. Using Movable Ink, we were able to power the full video and audio to play directly in the inbox. If subscribers opened the email on any clients that did not support HTML5, they saw either an animated gif which still offered a video-like experience, or in few cases, a static image that linked over to the full video. We were easily able to deliver the best video experience possible to each of our email subscribers, and simultaneously increase the ROI of the “Dreaming in Blue” video that we had already produced for other purposes.
BB: What inspired the use of a live Instagram feed in this email? Did you see any increase in your followers as a result of this campaign? LL: We’re always looking out for opportunities to tie social media into email, and new ways to integrate all of our marketing channels. Our social media team has been busy publishing beautiful blue-themed photos on our Instagram channel, @7FAM, using the hashtag #DreamingInBlue and so have many of our fans. We felt the ability to add a real-time feed of the latest posts with that hashtag into the email was a great way to share those images, and also to hopefully increase our social media followers.
Typically, our Instagram followers increase by about 40 or so each day. In just the two-day period after this email campaign was launched, we gained 335 new Instagram followers, so our average daily increase in followers grew 320% immediately following the launch of this email.
Have questions about this campaign, or interested in learning more about the possibilities of Agile Email Marketing technology? Reach out to us at email@example.com or request a demo of our platform.
Last week, we shared a few of our top takeaways from day 1 of the MarketingSherpa Email Summit. After spending another day with email marketing’s brightest minds, we left the summit feeling energized and ready to take new ideas and put them into action. So that you can do the same, below is a recap of a few more of our biggest takeaways from the event:
1. Test, learn, adapt, repeat. To discover what factors make someone say “yes” and convert—whether that conversion action is opening an email, a click-through, or making a purchase—marketers must “always be testing” along every stage of the sales funnel. With each campaign we launch, we’re faced with two options: go with our gut instinct and do what we think will appeal best to our audience, or conduct tests so that we can let our customers tell us what actually interests them.
During a few presentations, the audience was asked to guess “which test won” and vote for which image, call to action, subject line, etc. would outperform another. Sometimes we guessed correctly, and sometimes we learned that our hypothesis, for whatever reason, turned out to be incorrect.
The only way to know for sure whether a hunch is right or wrong is to test. Every test is a learning opportunity to fill a particular knowledge gap you have about your customers. A/B testing doesn’t have to be time-consuming. With real-time creative optimization, marketers can test and optimize emails on the fly. Check out this case study to see how The Taunton Press was able to double click-through rates using real-time creative optimization.
Ready to trade in your snow boots for sandals, and dark colors for warm pastels? Although spring weather may not be here just yet (at least not here at Movable Ink headquarters in New York!), it’s never too early to start getting excited about the warmer months ahead.
Lilly Pulitzer encouraged recipients to share what they love about the new spring collection by using #hoorayforspring on Instagram and Twitter. The latest tweets using that hashtag were displayed directly in the email. To make it as easy as possible for subscribers to engage with the campaign, a click on the “Tweet Now” button prompted a tweet with the hashtag pre-populated and ready to send. If a subscriber opened the email on mobile, the tweet loaded directly in the Twitter mobile app using deep linking. Want to test out deep linking to Twitter for yourself? Just click the email image here to share this post!
This campaign also used real-time geo-targeting to display a local map and address information of the nearest retail location where subscribers could shop the spring collection. The store information and map is determined and populated instantaneously at the moment of every email open.
Each season, the Movable Ink team honors five innovative brands for creating agile email marketing campaigns that stood out in the inbox.
The Winter 2014 edition of The Inkredible Five highlights our five favorite emails of the past season that incorporate time-sensitive offers, real-time social media feeds, live geo-targeting, video, and image personalization to create eye-catching and relevant campaigns.
Find out how leading brands cut through the clutter during major holiday shopping events including Black Friday, Cyber Monday, and the final days before Christmas.
This creative Cyber Monday campaign from RadioShack encouraged subscribers to open the same email at the top of every hour to discover a brand new deal. The featured deal updated automatically within the email so that whenever a subscriber chose to open the message, the latest offer was always displayed. The offers promoted in the email corresponded directly with the hourly deals featured on RadioShack.com.
This year, RadioShack incorporated even more real-time email content and interactive cross-channel functionality to fully amplify the Cyber Monday shopping experience:
A countdown clock animated to show how many minutes and seconds remained until the next big “deal reveal”. The timer automatically reset at the start of each hour.
Subscribers were encouraged to tweet their guesses for the next deal, and RadioShack made it as easy as possible for recipients to participate by deep linking to Twitter with a pre-populated tweet. After clicking on “Tweet Your Guess Now”, a ready-to-send tweet loaded in twitter.com if the email was opened on desktop. If the email recipient was instead using a mobile device, the tweet loaded within the mobile Twitter app.
A live social media feed showed @RadioShack’s latest tweets, which included hints about upcoming deals.
The 2013 holiday shopping season is already underway, which means we’ve been keeping an eye out to see the creative ideas marketers have dreamt up this year to captivate their email audiences.
One recent holiday email that caught our attention comes from Lilly Pulitzer. By using Agile Email Marketing technology, Lilly Pulitzer included an image in this campaign that when clicked, prompted a pre-populated tweet to open that included the #buymelilly hashtag. The image was also deep-linked so that if the subscriber opened the email on a mobile device with the Twitter app already installed, the tweet would load ready-to-send in the mobile app versus requesting a log-in to Twitter in a web browser. The user’s device was detected at the moment of email open, and the optimal click-through action was also determined in real-time.
We love this email because not only does it unite social media and email together seamlessly, but this approach is a clever way to make it easy for fans of Lilly Pulitzer to share with their networks what’s on their holiday wish lists this year.
Each season, the Movable Ink team honors five brands for creating highly innovative, relevant, and memorable email experiences.
The Inkredible Five, Fall 2013 showcases exceptional emails from leading brands that incorporate video, real-time social media feeds, time-sensitive offers, mobile optimization, and live content from the web.
Looking for creative holiday email marketing ideas?In our recent webinar, Andre Prevot, Strategy Director, and Alison Lindland, Account Director, of our Client Experience team offered a closer look at the six email examples in our 2013 Holiday Email Marketing Inspiration Guide, and revealed six more innovative ways to use Agile Email Marketing technology in holiday campaigns.
Below is a quick recap of the 12 ideas shared on the webinar:
Holiday Email Inspiration: 12 Ways to Stand Out and Boost Sales 1. Use video-in-email and a countdown clock to unveil a new product
2. Use social media to make emails interactive
3. Personalize an image with the subscriber’s name
4. Optimize creative in real-time to maximize each email’s effectiveness
5. Check back on the same email for new deals every hour
6. Show real-time shipping status information
7. Show nearby store locations and open hours
8. Change the products that are promoted based on each shopper’s current location
9. Use barcodes in mobile emails to drive in-store sales
10. Promote current best-sellers
11. Include a “click to call” button on mobile email during open hours
12. Promote your mobile app on each device
Questions? Reach out to us at firstname.lastname@example.org.