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Welcome to the Inkredible 5. As 2015 comes to a close, we want
to highlight five stand-out email campaigns by brands that used
contextual marketing to go above and beyond in the inbox this year.
In this edition, we showcase contextual emails from Betfair,
The Chicago Tribune, Marie Curie, McDonald’s and Ticketmaster.
We hope these emails not only delight and inspire, but demonstrate
what’s possible when you use next-level emails to market in the
moment.
Adam Stambleck VP of Client ExperienceMovable Ink
Betfair, the world’s largest internet betting exchange, relies heavily
on email to engage customers. To stay ahead of the competition
and create a compelling customer experience, the UK company
uses personalized campaigns.
This email displays the recipient’s name on a customized
scoreboard to make users feel like part of the action and
encourage their participation.
“We have tested personalized images in a number of different communications, mainly using the name of the customer or their bespoke bonus amount in an inventive way. In all cases, we’ve seen an uplift in click through rate, with the average across all examples being 43%.”
Adam PalmeriniSenior Marketing Manager Betfair
Marketing in the moment isn’t news to the Chicago Tribune. As
one of the United States’ largest media organizations, the Chicago
Tribune is a trusted resource for those who want to receive the
latest breaking news and information across all platforms.
In order to match the fast pace of the news cycle, their team uses a
web crop to ensure the latest headlines and top trending stories are
always available in their readers’ inboxes. Additionally, they include
social sharing buttons that deep-link into the reader’s mobile social
app, allowing for easy, one-click sharing. When headlines are
updated, so are the pre-populated social posts.
Since incorporating these features, the click rate has more than
doubled, and engagement has significantly increased.
“We are seeing great engagement across the markets, with the click rate more than double similar email products. Our markets are very happy with the results and with the subsequent page view consumption we are seeing. We can definitely say that this email has better engagement than other similar mailings.”
Amanda PaxsonMarketing ManagerChicago Tribune
Marie Curie wanted to increase donations from its email appeals
by activating more of their high open, low conversion mobile
audience. They created a campaign that went beyond how email
looks on mobile, and optimized it based on user interaction.
The email detected each recipient’s device at moment of open. If
it was opened on a desktop, the call-to-action solicited an online
donation. If opened on a mobile device, it prompted readers to
donate via text message. A click of a button in the email opened a
pre-populated text message — all the reader had to do was press
send. No mobile site experience and no credit card required!
“As people have embraced mobile devices, we’ve shifted our email strategy to ensure our messages are as relevant and effective as possible. Movable Ink helps us create a seamless experience - no fiddly mobile sites! We are so thrilled with the results and are excited to build off the momentum of this campaign.”
Chris PookSenior eCRM ManagerMarie Curie
“a seamless experience”
To celebrate the MTV Video Music Awards, Ticketmaster put
the voting power in their subscribers’ hands. They launched a
campaign targeting subscribers who recently purchased tickets for
one of the nominated artist’s concerts, and asked them to predict
who would win an award. Once a vote was cast, a results page
displayed how others were voting.
The open rate of the email exceeded Ticketmaster’s average by
182% and had a zero percent unsubscribe rate.
“The proof is in the data – Ticketmaster’s innovative use of gamification to progressively profile their audience proves that when you give people value and context, they will engage with you in meaningful ways.”
Chris KopyarSenior Account ManagerMovable Ink
The McDonald’s Australia email marketing team was looking to
engage their subscribers without relying on static user data.
This particular newsletter is truly contextual — updating each
time it’s opened. Using geo-targeting, the email offers in-the-
moment weather information and a map to the nearest locations.
Menus are swapped based on time of open — replacing the
breakfast menu with a lunch menu when breakfast is no longer
available. Additionally, several images are tested using Movable
Ink’s creative optimization feature, which uses A/B testing for
component effectiveness, and then updates the newsletter with
the winning components in real time.
“By using data gathered at the moment-of-open, McDonald’s was able to serve up an irresistibly appetizing and personalized experience to each subscriber.”
Craig ClaytonSenior Account ManagerMovable Ink
“personalized experience”
Founded in 2010, Movable Ink pioneered the application of
contextual experiences to email. Movable Ink clients can use any
email service provider to deliver dynamic content that changes, in
real-time, according to the context of each individual consumer.
More than 300 innovative brands including The Wall Street
Journal, eBay, Finish Line and Saks Fifth Avenue use Movable Ink
to Market in the Moment and optimize their email campaigns to
drive ROI. The company is headquartered in New York City with
offices in London and San Francisco. For more information, visit
movableink.com.
Contact [email protected]
movableink.com
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Is Your Brand Inkredible?To nominate an agile email marketing campaign for the next edition of “The Inkredible Five,” email us at [email protected].
