eCRM, Auto Trader UK
Auto Trader UK was founded in 1977 as a trade magazine to help consumers buy and sell anything from cars to caravans. The company has been built upon bringing buyers and sellers together and remains firmly committed to delivering market leading, high quality services to consumers, retailers and manufacturers. Every month, over 11.5 million unique Auto Trader UK users carry out over 140 million searches of more than 400,000 new and used vehicles across mobile, tablet and desktop devices.
Auto Trader UK wanted to create unrivaled experiences in email that generate trust and increase engagement rates too. They partnered with Movable Ink to keep email content live and fresh so that recipients who open their messages always see relevant content, in real time. Matt Dyson at Auto Trader UK shares why he selected Movable Ink and what his future plans are for agile email marketing.
We recently had a heated debate about which phrases and images would work better in an email campaign. agileEMAIL’s creative optimization feature lets us A/B test them and determine a winner, mid-send, increasing our newsletter click-throughs and up-sells. The findings also helped influence what we sent next time. Movable Ink resolved our debates on what creative to use based on data, not a hunch, and is fundamental to our email strategy
We had an idea to geo-locate where our subscriber was, and then serve them relevant driving tips in each newsletter they received based on their current weather conditions. Our editorial team came up with driving tips for different conditions, so that if it was raining outside, our reader received 3 tips for safe driving in the rain. From idea to execution, it took Movable Ink and our email agency Chalk & Pixel just four days to launch it to over 300,000 people, ultimately increasing our click-through rate by 93% on the campaign.
VP of Marketing
Seamless provides a quick, easy way to order food for delivery and takeout through its mobile app for iPhone, iPad, and Android, and through its website. With more than 10,500 restaurants, 250,000 user generated reviews, 45,000 menus and thousands of exclusive discounts, Seamless offers a diverse variety of options for making hungry customers happy.
Seamless was promoting its mobile app by displaying a generic banner in its Welcome email to all new subscribers. The banner would drive them to click to a landing page where they then had to click again to iTunes or Google Play to download the correct app. Seamless was concerned that requiring so many clicks caused people to drop off and not complete the app download process.
Personalize email creative based on the devices recipients are using to open their email, and shorten the conversion funnel by taking users directly to their correct app stores with a single click.
Seamless used Movable Ink's device targeting technology to identify which devices recipients were using to view their emails and serve device-specific banners in real-time. Rather than generically stating, "Download our mobile app," the banners specifically promoted the app for iPhone, iPad, or Android. When recipients clicked the banner, they were taken directly to the correct app store where they could immediately download the right app.
By personalizing creative, Seamless saw double the number of clicks on its device-specific app download banners compared to its previous generic one. With less friction and fewer drop offs, twice as many clickers also ended up placing delivery orders through its app.
Email Marketing Manager
Each year, Finish Line runs an email marketing campaign to promote the merchandise of the “Final Four” teams in the NCAA Men’s Division 1 Basketball Championship (also known as “March Madness”).
Previously, Finish Line sent out a single email to its most engaged subscribers that showed merchandise for all four of the Final Four teams. In 2013, Finish Line wanted to send more personalized Final Four emails showing apparel related to each subscriber’s closest team, but without having to spend too much time sifting through large data sets of address information.
Use real-time geo-targeting technology to display team-specific apparel to recipients based on their proximity to the Final Four college campuses.
Finish Line leveraged Movable Ink’s Agile Email Marketing platform to send geo-targeted and rules-based offers tailored to each recipient’s location at the moment of open. For example, if an email was opened in Michigan, or within a 100 mile radius of Ann Arbor, the recipient saw Wolverines merchandise. The same applied to Syracuse, Wichita State, and Louisville. If the recipient was out of state or out of the 100 mile radius, they saw a default email promoting all four schools. No pre-send analysis or segmentation was necessary, since the content was personalized in real-time.
Finish Line achieved a marked increase in engagement, with an 80% increase in click-through rates compared to its “Final Four” campaign the previous year.
Director of Marketing
American Eagle Outfitters is a leading global specialty retailer offering high-quality, on-trend clothing, accessories and personal care products at affordable prices. Its smartphone app provides customers with a unique mobile experience featuring exclusive deals, style updates, reviews, store locators, and a loyalty program that promotes social sharing and check-ins in exchange for valuable AEREWARDS points.
American Eagle Outfitters wanted to use email marketing to increase downloads of its mobile app, but couldn’t tell which devices recipients were using to open its messages.
Make downloading the American Eagle Outfitters mobile app the primary call to action when recipients open email on smartphones and tablets.
American Eagle Outfitters used Movable Ink's Agile Email Marketing platform to identify which devices recipients were using to view its triggered welcome emails, and display device specific content in real-time. To set it up, they simply uploaded a hero banner promoting mobile app downloads into Movable Ink’s dashboard, which returned an HTML embed code to insert into their email templates. Recipients who opened the message on Android, iPhone or iPad devices saw the mobile app download banner, with links dynamically updated to redirect to the correct app store. Recipients who opened the same email on a desktop saw the standard welcome message.
American Eagle Outfitters generated a 231% lift in clicks to download its mobile app compared to previous versions of its welcome message that were not device targeted and didn’t promote app downloads as the main call-to-action.
Sara Ezrin Larsen
The Taunton Press has been a trusted source of valuable information and inspiration on the house and home since 1975. Millions of professionals and consumers purchase Taunton's books, magazines, and DVDs, and use its apps and websites to improve their skills and expand their horizons.
Email response rates were declining year-over-year, and the executive team at Taunton realized that it needed to re-focus and reinvigorate its communications.
Implement a 12-month plan to improve open and click-through rates on email campaigns through real-time creative testing and optimization.
Taunton leveraged Movable Ink's Agile Email Marketing platform to identify which versions of its email newsletters would yield the highest response rates. To set it up, Taunton simply created 2 different template images, dropped them into Movable Ink’s dashboard, and defined a test population. When the campaign was deployed, Movable Ink was able to identify the winning content in real-time, and have it delivered to the remainder of the list on the fly.
Taunton has been able to identify and deliver winning email templates that yield click-through rates more than twice as high as poorer performing ones.
7 for all mankind
7 For All Mankind included a video that played directly in the inbox and a live feed of the latest Instagram photos using the hashtag #DreamingInBlue in this email campaign.
This email from Finish Line included a live countdown clock until the launch of the Jordan Son of Mars sneaker. Once the shoe was on sale, a live web crop at the bottom showed the current sizes remaining.
Bass Pro Shops
This email from Bass Pro Shops contained multiple images, each optimized for enhanced viewing on desktops, smartphones, and tablets. In the mobile version, the “Shop All” call-to-action button was enlarged and moved to the top of the email. Also, a countdown clock helped create a sense of urgency for the limited-time-only sale.
Using a single email, Boden displayed various messages in the days leading up to, and immediately following, the end of a special promotion. A #countdownclock showed the days, hours, minutes, and seconds left for shoppers to take advantage of the offer.
Comedy Central embedded a video in this email promoting Amy Schumer's stand-up comedy tour. The video played directly in the inbox with no need to load in an external browser or player.
Chico’s integrated real-time content from their website directly into this email in the “Looks We Think You Will Love” section toward the bottom of its template. The creative in this section matched current offers available on Chicos.com at the precise time of open.
This newsletter from Express was optimized for enhanced viewing on desktop versus mobile devices.
Lilly Pulitzer showed the latest tweets using #hoorayforspring in this email, and made it easy for subscribers to participate by deep-linking to Twitter with a pre-populated tweet. This campaign also used real-time geo-targeting to show a local map and address information of the nearest retail location.
Movember thanked participants for their support by personalizing the top image in real-time at the moment of email open with each subscriber's name.
RadioShack counted down the days remaining until Christmas by using a live animated countdown clock in this email. At the bottom of the email, each subscriber's closest RadioShack store location is displayed by using real-time geo-targeting.
Saks Fifth Avenue encouraged customers to tag their Instagram photos using the #SaksSelfie hashtag in order to enter a contest. The three latest #SaksSelfie Instagram photos appeared in the email.
TV Land's promotional email for "Hot in Cleveland" included a countdown clock showing the time left until the live show, a video that played directly in the inbox, and the latest tweets from fans.
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