Agile Email Marketing and the Real-Time Inbox
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Join Movable Ink for a real-world examples that are making email marketing campaigns faster, smarter, and more measurable than ever before. Learn how agile email marketing, now integrated within ExactTarget's HubExchange, can help elevate campaign performance through on the fly targeting, optimization, and personalization at the moment of open.
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Agile Email Marketing and the Real-Time Inbox
- 1. MARKET IN THE MOMENT Agile Email and the Real-time Inbox
- 2. Housekeeping • AUDIO: • Streaming through your computer speakers. Please make sure speakers are on, and volume is up. OR • Dial In: PLACEHOLDER Access code: PLACEHOLDER • QUESTIONS: • Submit questions throughout the session by using the chat panel • RECORDING: • Will be shared within 48 hours
- 3. GET SOCIAL #AgileEmail @MovableInk @ExactTarget
- 4. Today’s Featured Speakers Lalit Chopra Director, Strategic Partnerships Movable Ink Vince PeGan Senior Account Manager Movable Ink
- 5. Market with Agility Boutique Billboard
- 6. Market In The Moment Our mission is to help marketers craft experiences that feel as personal and relevant to an audience of one as they are to an audience of millions.
- 7. Over 200 of the world’s largest brands RETAIL FINANCE TRAVEL ENTERTAINMENT TELCO MARKETS & MEDIA
- 8. 10/1/11 11/1/11 12/1/11 1/1/12 2/1/12 3/1/12 4/1/12 5/1/12 6/1/12 7/1/12 8/1/12 9/1/12 10/1/12 11/1/12 12/1/12 1/1/13 2/1/13 3/1/13 4/1/13 5/1/13 6/1/13 7/1/13 8/1/13 9/1/13 10/1/13 11/1/13 12/1/13 1/1/14 2/1/14 3/1/14 4/1/14 5/1/14 6/1/14 12 B Total Live Content Impressions 10 B 6 B 8 B 4 B 2 B 10.5 B 5 B 1 B 100 K 1 M 10 M 100 M Battle tested through 3 Cyber Mondays
- 9. Strategic use cases generate revenue
- 11. Usage Sophistication Single Element Multiple Elements Real-time merchandising Coordinated Multi-Day Campaigns
- 12. Single Element 77% LIFT IN CONVERSION RATES
- 13. Single Element
- 14. Multiple Elements 320% INCREASE IN FOLLOWERS
- 15. Coordinate d Multi-Day Campaign First Deployment Deep Linking
- 16. Coordinate d Multi-Day Campaign Second Deployment Real-time Merchandising Deep Linking
- 17. Coordinate d Multi-Day Campaign Third Deployment 60% INCREASE IN CLICKTHROUGH RATES 160% LIFT IN CONVERSION RATES Countdown Timer Deep Linking Live Social Chatter
- 18. Steal These Ideas: Holiday Quick Wins
- 19. #1: Personalized Holiday Card
- 20. #2: Weather Targeting Makes A Difference
- 21. #3: Creative Optimization vs.
- 22. Demo
- 23. agileEMAIL Is: TESTING TARGETING LIVE CONTENT
- 24. Market in the Moment Agile Email and the Real-Time Inbox Q&A
Notas do Editor
- Moderator: Before we get started with today’s Holiday Hit List webinar we have some housekeeping to take care of. First, the audio for the session is being broadcast through your computer’s speakers- so we recommend using a headset or headphones to hear the audio, and make sure your speakers are on and volume is turned up. If you’re having any issues with the broadcast audio, you can dial-in at the number shown here using the access code. We encourage you to submit questions throughout the session by using the chat panel on your WebEx screen. There will be a few points in todays webinar that we will pause to take questions. We’ll hold time at the end to answer any remaining questions. This session is being recorded and a link to the recording will be shared within 24 hours through an email.
- Moderator: If you’d like to join the conversation on Twitter, the hashtag to use is #HolidayEmail, and our company handle, @movableink, is included here on the slide. We’d love to have you connect with us, and keep the conversation and idea-sharing going beyond today’s event.
- Today’s Featured Speakers come from both Acxiom and Movable Ink. Ryan Phelan, Vice President of Global Agency Shared Services at Acxiom is an accomplished email veteran with over 15 years in leadership roles. Prior to Acxiom, he has headed up strategy and email programs for BlueHornet, Sears Holdings and Responsys. He is an industry thought leader having been the featured in DM News, Chairs the EEC, and was ranked as one of the top 40 digital marketing strategists in the country by OMI. Matthew Potter is Movable Ink’s Vice President of UK & EMEA and he is responsible for managing the companies presence in Europe and Asia. He too is a great resource with over 10 years of Digital Marketing experience having worked with for some of the worlds largest corporations and innovative start ups. Prior to Movable Ink, he spent 11 years helping Experian build their UK and EMEA business. With that, we’d like to get started with our Email Personalization Webinar. Ryan, take it away!
- Start by telling a story. We all know what it’s like walking into the local store where the personal shopper comes to help you as you buy. They take time to understand what you are looking for and help match items together. It’s a boutique 1:1 engagement that adds extra value to every customer engagement. Juxtapose that against our mass marketing efforts. We can get lots of exposure but it’s extremely difficult to replicate the boutique at massive scale. Wouldn’t it be great if you could alter your digital billboards and marketing to deliver that valuable 1:1 experience? ***click to animate the circles*** At movable ink we believe you can do just that. You can deliver 1:1 engagements at massive scale to personalize your marketing in ways you’ve never been able to do before. What we believe (paint the big vision) MARKET IN THE MOMEMENT -We believe that marketing is a force that gives you a voice to drive change or action. -Most marketing amplifies a message but doesn’t adapt to the individual in the moment. -Specifically in digital marketing, the world is changing and marketers are quickly seeking to blend the service and understanding that you get from a personal shopper in the store, with their mass marketing programs. -Just as people react to what happens in the moment (live life in the moment), so should our marketing. -You should be able to market in the moment, delivering 1:1 experiences in all your consumer engagements. -Our mission is to help marketers craft experiences that feel as personal and relevant to an audience of one as they are to an audience of millions. -This is where marketing is going and what we are achieving at movable ink. Bringing 1:1 experience to massive scale Relevancy and timeliness drive success in marketing
- UDPATE with new version
- We’ve helped over 200 of the world’s largest brands address challenges and achieve their goals with real-time personalization… Who we are (establish credibility): company background and some social proof numbers (seasoned team, # of customers, major partnerRETAIL FINANCE TRAVEL ENTERTAINMENT TELCO MARKETS & MEDIA s, capital raised, global presence)
- And, those brands have used this technology quite extensively with usage increase 10 times every 12 months. We’re excited to be coming up on our 3rd Cyber Monday, and have invested heavily in infrastructure to handle this traffic. Built to scale. Important point is: Battle tested. Heard of companies bomb on cyber Monday & Black Friday. The major brands on previous slide have Z. Successful in the right application of Adoption has taken off over the last 2-3 years. Adding agile to your marketing mix will help achieve your KPI’s and help efficiency in your marketing processes. ----- Meeting Notes (9/19/14 13:59) ----- 69 days away from cyber monday
- It’s been great to see our Client Experience team work with partners and our clients to help brands drive revenue. Our goal is to help brands through a crawl, walk, run approach to truly drive ROI.
- And, we’re excited to showcase one of those brands today. I’d like to invite Cameron from Onestop up on stage to talk about what they’ve been doing for 7 For All Mankind.
- We worked with 7FAM and the Movable Ink team on some great use cases to drive revenue. We started off with single elements, and evolved to coordinated multi-day campaigns using real-time merchandising and multiple other real-time elements in the email.
- It would be great to present these in the following format: - What were you thinking as you approached this campaign? (e.g. what challenge you were trying to solve … In one of our early campaigns, we wanted to create a sense of urgency and give some transparency to 7FAM clients around sales) - Here's what we did. (We used Movable Ink’s countdown time to show exactly how much time was left for this sale. The timer is refreshed at the moment of open) Here are the results (77% increase in conversion rates)
- Video. My favorite email from 7FAM. (whatever you want to do to add personality) Here’s another example of a single element email. In this case, 7FAM utilized video assets that they already had in order to create a very engaging email. - What were you thinking as you approached this campaign? (7FAM had great and expensive video assets that get limited distribution in current channels) - Here's what we did. (We used Movable Ink’s video capabilities to create a very engaging email for clients. The video functionality shows the best experience possible based on the email being used to open the email.) Here are the results. (Great campaign featuring Miranda Kerr. )
- 7FAM then started using multiple elements in a single email. This email promotes 7FAMs Dreaming in Blue campaign, and features a video that was created specifically for the email, and real-time #DreamingInBlue images from Instagram. - over 335 Instagram followers - 320% lift in Instagram followers
- The last 7FAM example I’d like to show features automated content blocks used across several email deploys. The team was able to set up the functionality once and use across the entire campaign. Dir. of Mktg engaged our team for suggestions and strategy on sale and social buzz Email 1 – Prepopulated tweet and deep link on mobile
- Email 2 – Real-time merchandising, plus Prepopulated tweet and deep link on mobile
- Email 4 – Countdown timer for last 24 hours of sale, Prepopulated tweet and deep link on mobile, custom styled social chatter
- Eric: Let’s kick the image personalization up a notch. In the previous example, we showed how a user’s name can be included within a wish list tag as a static image. In this example, we are incorporating the user’s name as part of an animated card wishing them a happy holiday. When the user opens the email, the holiday card animates as if it is being written just for them – creating that one to one personalized user experience as if you designed this email just for them. One important thing to note about image personalization is that is does not have to just be first name. We can use any data that you have on file for a user. If you’d like, you can thank users in an animated card for the specific product they purchased or create an animated list from Santa with products they have recently viewed or abandoned. I strongly encourage you to think outside of the box to understand what would be most relevant and engaging for your own customers. Ronnie: An additional layer of perosnalized content you can include is around yoru loyalty program. In this example, Elizabeth is close to reaching the next level and just needs a few more points to reach 4,000. encourage your customers to take advantage of the loyalty program to buy from you when they have the compelling events around holiday, where you know they are going to buy.
- Eric: When I think of the holiday season I think of snowflakes, hot chocolate and snowmen. But…then again, I live near New York City where that’s common and as I’m sure many of the locals on the phone would agree…we saw WAY too many snowflakes last winter. Ronnie, on the other hand, lives in San Francisco where it’s pretty much the same weather year round and maybe some of you out there on the line are in Texas, Florida or other locations where a single snowflake can shut down the whole state. Regardless, of where YOU personally are, it’s important to remember that the holidays don’t look the same for all of your email universe. With weather targeting, you can easily show different content to your users based on the exact weather conditions at the time of open for each individual user. Not only does this help create a more relevant experience by allowing you to design creative to match what the user is experiencing at that moment, you can also take advantage of this targeting to showcase relevant products within the email. For a clothing retailer, this might mean the difference between marketing sweaters and scarves versus shorts and t-shirts. We’ve seen other great examples from clients including showing weather forecasts for travel destinations or even driving tips for different weather conditions. Again, think about what weather means to your business and how your emails can match what your users are experiencing. Ronnie: No additional commentary
- Eric: It seems that every year around the holidays, marketers hunker down and brainstorm their best possible ideas for their Black Friday and Cyber Monday email campaigns. If you’re really lucky, you come up with a few great ideas and then have to narrow it down to just one to actually implement. If you’re not so lucky, maybe you just have a bunch of ideas that perhaps have performed quite well for you this year or last holiday season, but you’re not really sure which would do best this time around. With time of the essence, and only one real shot to make the most of your campaign—creative optimization is a no-brainer for the holidays. For those of you who are not familiar, creative optimization allows you to test multiple variations of an email in real time without splitting your list, or holding back a certain portion of your audience, and without needing to review results and launch a winner to the remainder of your audience. The optimization happens ALL in real-time based on TRUE statistical significance and once we have determined a winning creative, it will display to ALL users who open the email from that point on. Creative optimization is a great way to ensure you get the absolute most out of your crucial holiday campaigns without burning a portion of your list and making arbitrary decisions on what creative or offers might work best. Out of all of our agile email capabilities, creative optimization consistently is the most widely used, and consistently shows the best results in terms of lift in clicks and ROI. Ronnie: Real-Time creative optimization works. A global travel and hospitality company used it to increase their revenue per email by 20% this year and it’s a staple of their program (especially with all the upcoming holiday travel coming up).
- Testing Test Multiple Creative Variations, Show Winners In Real Time Measure Based On Clicks Or Conversions Targeting Sense And Respond To Each Recipient In Real-Time By Device, Weather, Location, Time Of Day, And Your Own Data Live Content Incorporate Content From The Web Into Email Personalize at Massive Scale
- 200+ Fortune 1000 Brands Battle tested through 3 Cyber Mondays Strategic use cases to drive more email revenue