A few weeks ago, I went to see a band. I didn’t really know what to expect. I hadn’t been to the venue, I had only heard the band once before, and it was a Wednesday night – not exactly prime time.
But the band was really, really good and the live performance was spectacular. When they had finished their set, the singer came off the stage with a clipboard and tried to get just about every single person to sign up for the band’s email list.
“Do you want to sign up for our email list?” she asked me.
“Yes, please email me,” I said.
When, I wondered, was the last time anyone ever said that?
At Movable Ink, we’ve been talking a lot about how API integrations can help bring your email marketing to the next level. Whether you’re trying to make it easier for customers to upgrade their seats, make a reservation, or you just want to show the latest product deals in real-time, API integrations can create new and exciting experiences in the inbox.
So how do you get started? Join our webinar this Thursday, July 16, at 1pm EST to learn how it all works.
Our product marketing strategist, Steven Joya, will take you through how API integrations have evolved to offer marketers limitless possibilities when it comes to customizing the email experience. You’ll learn how contextual marketing technology can revolutionize your emails and allow you to really think outside the inbox.
Despite all of the innovations in analytics, big data, tracking, and marketing technology, the biggest concern for email marketers is the same as always: click-throughs.
No matter what else you can track, you want to make sure that people are actually interested in the email content that you’re getting. Research from eMarketer shows that the leading challenge for email marketing success is low clickthrough rates, with 53% of respondents saying that it was an issue.
So how do you improve click-throughs in email? Through better content. Content that offers real value, right away, instead of hitting recipients over the head with a sale.
Here’s how Warby Parker did it in one recent campaign:
When marketers think about email marketing and social media marketing, they don’t often think of the channels as a cohesive unit. In a lot of companies, the teams are split up. Sometimes, the email team will be in the marketing department and the social media team will be in the communications department. Either way, email and social are often siloed, limiting the impact of both the reach and ROI of both.
At Movable Ink, we’re curious about how marketers are integrating email and social today. Are you adding social buttons to emails? Are you promoting social media campaigns right to your audience’s inbox? Which social channels are proving to be most effective?
In our survey, The State of Email + Social 2015, we’re hoping to answer these questions and more. Want a copy? Fill out the survey and sign up for our email newsletter, so we can email you the completed report!
Any email marketer who has been in the business a while knows the power of an A/B test. The tiniest changes can make the biggest differences, whether that’s tweaking a single word for the subject line or writing one sentence just a little differently.
The problem with traditional A/B testing is that you have to split up your audience. And that means half of your subscriber base is going to get the losing creative. So if one version is getting twice as many click-throughs, you’re losing a lot of potential engagement… and business.
But what if you could A/B test your email campaigns in real-time? Fresh Direct did just that… with steak.
Did you ever wish you could somehow combine social media and email marketing in totally new ways? Or pull in reservation information from an internal database and display it, in real-time, in your emails?
Well, good news – that’s all possible. By using API integrations within email campaigns, marketers can tap into a whole new world of opportunities. We recently published an eBook with examples of how brands are using API Integrations in email today and we wanted to continue that by showcasing how this looks in action.
Our product marketing specialist, Steven Joya, put together a brief video that will take you through the history of dynamic email content and how API integrations are implemented from start-to-finish.
Check it out:
If you’re wearing glasses, there’s a good chance you’ve heard of Lenscrafters. You might even be wearing a brand you bought from the company right now. The brand has stores all over the country that sell eyewear products and offer eye exams.
One of the most important marketing tools for Lenscrafters is email. When it’s time for a sale or an appointment reminder, the company depends on email to drive results. That means getting online sales for glasses and, most importantly, getting people to book appointments.
Ivy Inniger, Director of CRM/Loyalty at Lenscrafters North America, wanted to make it as easy as possible to book appointments. To do that, Inniger and the team used Movable Ink’s technology to power custom-built API integrations in an email campaign.
Here’s how it worked:
The idea of “dynamic content” in email has come a long way. From flash sales and countdown timers, emails have started to include API integrations that are customized to an individual business level.
Some examples: Airlines are using seating charts within an email to upsell customers in one click. Ticket venues are allowing customers to reserve seats from right within an email and healthcare providers are offering the ability to make appointments at local offices. Retail companies are sending emails with sales that change depending on the time of day.
There are endless opportunities to use API integrations to make email more compelling and personalized. Simply by pulling in data from other channels – whether that’s social media, inventory, local stores, or the website – you can offer a new experience every time.
Want to learn how brands like Lenscrafters, Dunkin’ Donuts, and others are using API integrations in emails today?
Here’s the thing about customer success, customer experience, and the customer journey: once you say it enough times, it doesn’t mean anything.
At Salesforce Connections 2015, the phrase “customer success” was repeated so often that there was a real risk the phrase became more punctuation than anything else. While the keynote from Salesforce President Keith Block offered intense, space-themed videos beckoning marketers to rethink everything – especially the customer journey – the one piece I thought was missing was the next step.
Let’s say you know exactly who your customer is. You know what they tweet, the kinds of content they like, their product history, and what might prompt them to take action.
But now what? If you don’t come up with extremely compelling content that leads to a great customer experience, all that data is just going to help you create personalized messaging that still gets deleted.
On Day Two of Salesforce Connections 2015, one thing was clear: marketers are thinking about personalization. Or, to be more accurate, they’re thinking about how to keep in touch with customers across both physical and digital channels.
During a morning breakout session, “The Strategic Formula for Email Conversion Success,” Jon Powell, the senior manager of executive research and development for MECLABS Institute, explained that people open their inbox with their fingers on the delete key.
“You have to create an immediate personal connection with the customer,” Powell told attendees.
That starts with relevance. And to be relevant to customers, you need to know what interests them. Continue reading