What does Daily Secret do?
Daily Secret sends you an email each day containing one amazing secret about your city. Secrets can be anything: a hush-hush event, speakeasy, hidden restaurant, or even a tucked-away park in the middle of the city. Daily Secret first launched in Athens, Greece and now has 7 editions across 4 continents. It aims to have 20 city editions across 5 continents by 2013 - including New York!
How do you use email?
We send our members one email every day containing a secret about their city. Email is the core of what we do and the reason we exist. We are thrilled to be present daily in our member's inboxes.
What was your old process for adding dynamic content to your emails?
We didn't have any process in place. Our emails are time sensitive and since there was not really a way for us to do it properly, occasionally we would rotate images on our servers.
What interested you most about Movable Ink?
The ability to add geo-targeting and dynamic maps. We thought that our clients with brick and mortar stores (all of them high profile brands like BMW and Starbucks) would love this option.
How did you implement Movable Ink?
BMW - MINI in Athens, Greece approached us to communicate their new prices for MINI models. They wanted to combine their phenomenal aesthetics with live maps that displayed the nearest dealerships. We knew we had to say yes! We reached out to Movable Ink's great team and our promotion was there.
What were the results?
In one word: great foot-traffic. Internally we also call it the Harry-Potter effect. Our members would see these great BMW - MINI advertising banners that also displayed a map. We didn't explicitly point out the fact the map was geo targeted to where they were reading their email at that very moment, so it produced this 'magical' effect where they 'coincidentally' saw that there was a BMW - MINI dealership in their area.
Are you planning on implementing any other real-time features?
Yes, we're planning to offer the ability to display different creatives based on the time of the day. This is great for clients who organize events or are better suited for different times of the day (Starbucks for the morning, HIlton's Galaxy Bar for the evening)
Any other thoughts?
One of our best kept secrets is our Movable Ink Twitter signatures! People absolutely love them!