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.
Ryan Lambson and Kelly Saffo
Based in Phoenix, Arizona, Best Western International Inc. was founded in 1946 by California-based hotelier M.K. Guertin as an informal referral system among its member hotels. Since then, Best Western has become the world’s largest hotel chain and a familiar presence in more than 100 countries. Each of its 4,000+ hotels is independently owned and operated, further engraining the spirit of good service throughout the company.
Best Western wanted to test to see if our Rewards Members would respond better to a reward points offer or to a discount code to buy flowers from one of their partners on Mother’s Day. Movable Ink’s creative optimization feature let Best Western do this in real time, allowing them to show the majority of recipients the discount code, which was driving higher engagement. Best Western also paired creative optimization with geo-targeting to show recipients localized offers in their destination specific campaigns. There were 21-targeted regions in the campaign, and it lead to a 12% click- through rate improvement from our rewards members and a 10% improvement from our non-rewards members.
Best Western tested agileEMAIL’s deep linking and device targeting capabilities on a list of over 1 million Rewards Members and found that they drove a 100% increase in downloads.
Best Western International wanted to increase downloads of its mobile app in order to drive more revenue and increase subscriber engagement. By deploying device targeting and deep linking in welcome and reservation emails, app downloads grew by 143%.
Movable Ink helped Best Western increase revenue per message by 20% within the first few months of going live. Incorporating agileEMAIL’s features and functionality into more campaigns across the customer lifecycle will help Best Western further increase the performance of email programs. Data from agileEMAIL’s Insight module have helped Best Western understand who is using bestwestern.com, the devices they are using to interact with Best Western, and how to target them for better results.
Email Marketing Manager
Excentus has spent more than fifteen years developing technology that makes it easy for consumers to save money on gasoline, and convenient for businesses to build loyalty and create value for their customers. Their growing Fuel Rewards Network™ program provides members with the opportunity to earn free gas simply by purchasing the things they normally would from more than 1,400 retail locations, nearly 700 online merchants, and 10,000+ restaurants. To date, Excentus has helped more than 25 million consumers save hundreds of millions of dollars on fuel.
Excentus had low participation in our Fuel Rewards Network™ program across the member lifecycle. After digging in we attributed it to a lack of understanding of how the program works; after all it’s free gas, it should market itself. In April, Excentus changed their “all at once and good luck” welcome email to a new series utilizing agileEMAIL to power five focused, digestible, highly personalized emails that educate members and reward their participation in the Fuel Rewards Network™ program.
With Movable Ink, Excentus can localize and personalize message content for every member when they open an email instead of trying to do it before we send. Now we can show nearby locations where members can earn rewards and alter the message content and calls to action based on the device they used and rewards available to them. These capabilities helped increase high value traffic, traffic that is likely to convert, by 21% and our click-through rate by 24%.
Excentus powered their new welcome email series with agileEMAIL and increased participation in their Fuel Rewards Network™ program by 94% in the first month, and an additional 68% during the second month of the campaign.
Excentus powered their new welcome email series with agileEMAIL and increased participation in their Fuel Rewards NetworkTM program by 94% in the first month, and an additional 68% during the second month of the campaign.
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.
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.
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.
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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