The way marketers are using technology to deliver content with context is rapidly changing to improve user experience. Integrating dynamic content and contextual technology allows businesses to deliver a personalized, real-time experience to consumers.
Movable Ink, the global leader in contextual email technology, is on the frontlines of this revolution. When asked about the importance of advancement in contextual technology, a representative of Movable Ink stated, “Email marketing as a whole is becoming customer-centric. Consumers now expect contextually relevant email content that meets their immediate needs. As a result, more brands are embracing advanced contextual technology – like real-time behavioral and contextual targeting – to create email campaigns that cater to their customers.
”SellUP as a Movable Ink Partner leverages a Program that inspires, enables and empowers both companies to drive customer success. SellUP plays a key role in Movable Ink’s client relationships. “(Our partners) often serve as the trusted advisor or the full-service arm of (our clients) digital program. Agencies like SellUP are able to bring their expertise and understanding of a client’s program to the best-in-class platform Movable Ink offers. Collaborating, we’re able to power innovations across each client’s digital program.
”As part of the partnership agreement, SellUP customers can utilize Movable Ink’s services in lieu of any setup fee or annual commitment.SellUP recently put Movable Ink’s technology to the test for their client, swimsuitsforall. A major challenge retailers face when marketing to their database is the presentation of stale information. When presenting an offer by way of conventional email marketing methods, the recipient has limited time to act, and therefore, the retailer has limited time to convert. Movable Ink alleviates this concern by giving retailers the ability to include real-time countdowns for offers, change the creative, even after it’s been opened, and present alternate templates depending on the time of day. SellUP was able to have total control of swimsuitsforall’s creative to ensure customers would be presented with an offer that was current each and every time they opened the email. The concept is simple – no more expired offers means more converted promotions.
During a 3-day period, SellUP pushed out several derivatives of the creative, including relevant offers while removing promotions as they expired. The email creatives included timers counting down to the end of the sales. The final version of the creative that was sent out presented a “last chance” promotion, giving customers a final opportunity to take advantage of the offer presented.
The results speak for themselves. Using a segment of both buyers and non-buyers in swimsuitsforall’s database, SellUP conducted A/B testing, sending half of the list the dynamic creative and the other half a static email. Movable Ink’s dynamic creative did not disappoint, generating 30% more orders than the static email.
How It Works: Movable Ink’s next generation platform, allows users to effortlessly build beautiful campaigns, featuring captivating imagery, live content, and a host of other marketing utilities. “Our product powers the most sophisticated email campaigns using CRM data, open-time context, and customer behavior. Our clients rely on Movable Ink to power a wide range of campaigns, and are using multiple features in each to create the best email experience possible. Customer success and innovation is at the forefront of Movable Ink’s business.” Their efforts delivered over 6.5 billion content impressions during Cyber Week 2016, alone.
An intuitive interface allows users to pull in personalized, live and streaming content directly from a public or authenticated websites, RSS feeds, or an API call. From the moment you hit send, the real-time experience begins for your consumers.
Users also have access to a centralized library of content and an arsenal of real-time email marketing utilities, including embedded video, local maps, weather forecasts, countdown timers, and more, making your emails a resource for relevant content to each consumer in your database also makes testing and optimization an effortless, yet meaningful process. Content optimization and enhanced targeting features based on time, location, weather, and other dynamics, takes the guesswork out of testing, and allows its users to stay focused and update their campaigns accordingly as their consumers interests, behaviors, and locations change.
InsightMovable Ink’s trademark platform allows users to track and analyze factors like time, location, and device impact and influence email marketing engagement and results. Users can also view campaign performance and trends in your engagement funnel over a period of time, both aggregate and individual levels, and gain cross-channel conversion insights by setting up conversion indicators across email campaigns and the sites to which they are attempting to drive traffic. With agile email, you can monitor your campaign’s progress in real-time.
“Personalized emails receive 2.5X higher click-through rates and 6X more sales than those without,” stated a creative representative. “Let’s say that during the months leading up to Christmas your company traditionally sells $200,000 worth of products through email marketing. If we were to extrapolate the above stats, personalizing your emails could help you turn $200,000 into $1.2 million. Your mileage may vary, true, but personalization is one of the best ways to optimize your email program.”What’s Next?
Movable Ink is always looking for additional ways to innovate within each customer’s business. “Driving greater personalization and more enhanced real-time experiences continue to drive stronger engagement on those communications. Looking ahead to how (Movable Ink) can bring in more behaviorally-driven content is on the radar.
”Since 2010, Movable Ink has powered 200 billion live content impressions. More than 400 companies, including The Wall Street Journal, eBay, Finish Line, and Saks Fifth Avenue have entrusted them to “market in the moment” and drive ROI. Their partnerships, with companies like SellUp, allow them to extend their reach and build mutually beneficial relationships across the email marketing landscape that continue to flourish and change the way you receive and interact with your emails.
Movable Ink was recently ranked No. 56 on Deloitte’s Technology Fast 500™, a ranking of the 500 fastest growing technology, media, telecommunications, life sciences and energy tech companies in North America. They also debuted at No. 14 on Crain’s New York Business annual FAST 50 list, which features New York’s 50 fastest-growing and most innovative companies based on their winning business strategies, and most importantly, astronomical revenue growth.
For information, visit www.movableink.com.
