10 Frequently Asked Questions About Contextual Email Marketing
It’s no surprise that our team gets lots of questions on a regular basis about contextual email marketing – especially considering that Movable Ink invented the ability to change email content at the moment of open in 2010. Our Senior Solutions Consultant, Mike Dietz, recently answered some of our biggest questions in our webinar, Contextual Email Marketing AMA.
But in case you missed it, here are our top 10 frequently asked questions about contextual email marketing.
What is contextual email marketing?
By definition, contextual email marketing is email marketing content that is personalized and relevant to each of your customers based on their location, local weather, past purchases, time, devices and more at the moment of open.
There are a lot of different ways that marketers use contextual marketing, whether it’s using live polls with results that update in real-time, advanced personalization techniques display customer data in a unique and engaging way or automating email content by automatically pulling in products or content from a company’s website.
Below are a few real-life examples of contextual emails with exceptional results from Boden, Lenscrafters and the Detroit Pistons.
Can you use contextual email marketing technology with any ESP?
Yes, in fact Movable Ink’s technology is completely ESP agnostic, meaning that we can work with any ESP. The end deliverable that Movable Ink provides is really just a snippet of HTML, which we call an embed code here. You can paste that into your email wherever you’d like that content to be powered, and send it out as you normally would through your email service provider. Movable Ink will power that block of content within your email.
Does the technology effect subject lines?
This is a question that we regularly get and the answer is no, we cannot affect a subject line after the email is already deployed. The same goes for anything that’s been hard-coded as live text as well. One important thing to note here is that everything that Movable Ink is powering is done within the image containers in your email.
What’s the process like for setting up contextual technologies when there is an agency involved?
We work with all shapes and sizes of teams, whether it’s the end client, through their agency, through the ESP and even other third parties. Movable Ink’s Intelligent Content Platform is really built for the customer, so that any marketer can log in and create snippets of code within our interface.
We do have support here within the company known as our Client Experience team. They can help you get up and running with the technology and in some cases act as extensions of the marketing team and execute on many different use cases for our clients.
What kinds of brands are using contextual marketing and what verticals are they in?
We work across all verticals here at Movable Ink. We have a very strong presence in the retail apparel/non-apparel, travel and hospitality, financial services and various different media and publishers. Top brands are using us – brands I’m sure you’ve heard of – Go to the full article.