Weekend Reading: Google’s Mobile-Acalypse, Email Marketing in the UK, Cross-Channel Marketing in 2015

Friday, April 17th, 2015

Google's Mobile Algorithm changes could change search rankings a lot.

Happy Friday!

This week, we’ve been talking a lot about responsive email design and showing examples of travel and hospitality emails that are using different elements of dynamic, contextual content.

Meanwhile, there’s been a renewed focus on responsive design in general. Google’s mobile algorithm update on April 21 is set to cause something of an SEO apocalypse among websites that aren’t mobile-optimized. Econsultancy recently released an exhaustive report on UK email use and Experian broke down the challenges and opportunities in the digital marketing landscape this year.

Here are those three stories for some light weekend reading:

Continue reading Weekend Reading: Google’s Mobile-Acalypse, Email Marketing in the UK, Cross-Channel Marketing in 2015

Device Detection for Responsive Emails: What, Why, How

Thursday, April 16th, 2015

Mobile Device Targeting

We’ve all gotten emails that haven’t exactly “worked” on our phones. Usually, we delete them without giving them a second glance. Even if they’re responsive emails, there’s another problem: they look good, but they’re still hard to use.

That’s why device detection for responsive emails is so important. Mobile is a predominant force in email, but creating emails that can actually detect – and react to – different devices can be tricky.

With the right technology, you can actually create emails that detect and display different content depending on the device on which they’re opened – from Androids, Windows Phones, iPhones, tablets, and desktops alike.. all without the complicated hand-coding that’s usually involved.

Continue reading Device Detection for Responsive Emails: What, Why, How

12 Examples of Next-Gen Emails from Hotels, Cruises, and Airlines

Wednesday, April 15th, 2015

Travel and Hospitality Banner Ads

Summer is just around the corner, which means that vacation season is about to officially begin. Hotels, cruises, and airlines are all starting to ramp up their marketing spend to get in front of potential customers and this year, as with every year, email marketing is going to play a big role.

Of course, your competitors are going to be sending a ton of emails, too. So how can you make sure that your campaigns stand out?

Well, some brands are starting to create emails powered by contextual marketing. That means building elements of emails that change in real-time – whether that means weather forecasts to help guests prepare for their stay at a hotel or seating charts that get updated in real-time right within an email.

Next generation emails are all about responding to not just what devices need, but what customers need in that moment. But what does a “next generation” email look like? And how are travel and hospitality brands using them today?

CTA ButtonWe collected 12 examples of next-gen emails and put them together in our new lookbook, “12 Next-Gen Travel & Hospitality Emails.”

Ready to get inspired? Download it here!


Movable Ink’s Vivek Sharma Shares Marketing Tech Tips

Tuesday, April 14th, 2015

Marketing TOols

Movable Ink’s CEO, Vivek Sharma, recently wrote a piece for Tech.co breaking down five tech solutions that can help boost a startup’s marketing efforts.

Touching on online advertising, multi-touch attribution, CRM systems, email marketing, and marketing automation platforms, Vivek offers a list of different vendors and tactics that can help any business looking to grow.

Want to read the full article? Check out “5 Tech Solutions to Boost Your Marketing Efforts on Tech.co.

6 Experts Share Their Enterprise Email Marketing Strategies

Monday, April 13th, 2015

Enterprise email strategies from experts

Enterprises have unique challenges when it comes to creating and executing email marketing strategies. When you’re sending out tens of thousands or millions of emails, any tiny thing that goes wrong can cost you a lot of money or even customer loyalty. But what are some of the key pain points in enterprise email marketing today and how can brands overcome them?

Movable Ink spoke to six different experts about the kinds of obstacles bigger companies face today and which kinds of enterprise email marketing strategies are most effective:

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Real-Time A/B Testing vs. Traditional A/B Testing in Email Marketing

Thursday, April 9th, 2015

Real-Time A/B Test

In the world of email marketing, an A/B test is one of the most important tactics for delivering the best possible email to your audience. A tiny difference in a subject line or a slight change in copy can make or break an entire email campaign.

But whenever you A/B test in email marketing, there’s a problem – part of your list gets the losing creative. If you find out that one image or set of copy really outperforms another, that means you miss out on potential sales and never realize the full power of the winning email.

Real-time emails can fix this. By allowing email marketers to change the content of an email after send, real-time emails can fundamentally change how A/B testing is done. At Movable Ink, an element of our contextual marketing platform can perform real-time A/B testing that we call “creative optimizer.”

Here’s how it works:

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[eBook] Re: New Responsive Email Strategies

Wednesday, April 8th, 2015

eBook_ReNew_WPbannerIt’s Spring! The sun is starting to shine and flowers are starting to bloom. But in a lot of ways, email marketing strategies are still in the same old rut as before. Emails are effective, but few brands are trying anything new with them.

This Spring is the perfect time to change all of that. First, email marketers should think about how to renew their responsive email strategies.

According to Pew’s research around mobile device and behavior, phones have become tools for everything from public transit to banking and job searches. So for marketers that means when you’re creating anything digital, it’s no longer an option to ignore responsive design.

This also has big implications for a customer’s relationship with a brand’s  responsive emails. When customers are using their mobile devices for so many different things, how can your emails fit to suit their current needs?

In our eBook, we cover how brands can start to do that.

Download Re:New Responsive Email Strategies and you’ll learn:

- How customers are using mobile devices today

- How marketers need to think of “responsive” in a mobile-first world

- Five different ways you can create next-generation responsive emails


Companies Are Sending the Same Email Campaign More than Once – Here’s How to Fix That

Lots of companies are sending duplicate emails.

This is a guest post from Carl Sednaoui of MailCharts

Here’s a dirty marketing secret: some companies send the same exact email more than once. They might change the subject line or send time but it’s the same copy, same images, and same calls-to-action.

Take a look at the graph below to see how popular this email marketing technique is across industries:

Continue reading Companies Are Sending the Same Email Campaign More than Once – Here’s How to Fix That

The Report About Smartphone Use Every Email Marketer Should Read

Tuesday, April 7th, 2015

Email marketing report about responsive design

Responsive design. Responsive emails. Mobile-optimized everything. Usually, when marketers are talking about creating mobile experiences, they’re talking from a design perspective.

After all, that’s the most important thing, whether you’re talking websites or emails or collateral. Responsive emails can get very technical very fast. How wide should an email be? How big should your text be?

The thing that’s talked about less often, though, is user behavior. What are your customers likely doing while they’re checking their inboxes? What’s more effective when it comes to driving engagement on mobile devices?

Well, Pew just released a comprehensive report, US Smartphone Use in 2015, that sheds light on a lot of these questions:

Continue reading The Report About Smartphone Use Every Email Marketer Should Read

Instagram & Email Marketing: The Power of the Contest

Instagram + Email

Combining social media channels with email marketing campaigns has always been a delicate art for some and a total headache for others. Some companies have totally different social media teams and email marketing teams. That means that strategies and content often aren’t in alignment. And, consequently, the channels operate in a silo.

But what if you could combine the rapid-fire mobile engagement of a channel like Instagram with the dedicated, direct touch of email marketing campaigns?

Integrating Instagram content within an email can help grow both channels.

Instagram is the fastest-growing social network today, outpacing Pinterest, LinkedIn, Twitter, and Facebook. Last December, the social network announced a milestone of 300 million users.

So how can brands make the most of Instagram and supercharge their email marketing campaigns in the process?

One way is to host a contest. Here’s how Saks Fifth Avenue did it:

Continue reading Instagram & Email Marketing: The Power of the Contest