Tag Archives: video

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.

ISP Support for Video-in-Email

Here’s a chart showing major ISPs/email clients and their support-level for video-in-email — from full “true” video, to animated gifs that closely mimic video, to static images with play buttons that launch video players in a web browser when clicked.

The chart is accurate as of its posting date (January 29, 2013) — we’ll make updates as the highly fluid ISP landscape continues to evolve.

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Realizing Agile Email Marketing: The Future of Video, Content, and Context

Movable Ink was featured in ClickZ today. In an interview with veteran email marketing industry analyst David Daniels, our VP of Marketing Jordan Cohen explained the benefits of Agile Email Marketing, Movable Ink’s new Video in Email solution, and the impact of mobile on email marketing campaigns.

Agile email marketing is different than the current waterfall process of email marketing campaign production. The current linear process of email marketing production assumes a certain level of rework, particularly as it relates to how testing is achieved in most email marketing applications. The agile approach is centered around the subscriber including up-to-the-minute contextual information, such as their location, time of day, and device. This is married with unlimited variations of content, historical subscriber data, and optimization rules to ensure that the right message is delivered to the right person at the right time. Such an idea is not new, but Movable Ink, a fast-growing New York-based company, has made this a reality for top retailers and brands. What makes its approach even more compelling is that it’s not an ESP; the company makes it easy to cut and paste its capabilities into the marketer’s existing email marketing solution.

Read the full article here: http://www.clickz.com/clickz/column/2239284/realizing-agile-email-marketing-the-future-of-video-content-and-context