May 31, 2011

Email evolves

Posted by: in North America

While email marketing is not the sexiest, what one startup is doing is pretty cool. Movable Ink, in the business of delivering dynamic content to email, allows you to crop live content from any Web page and add it to a marketing campaign. One scenario they put forth: “If you are in a time-sensitive business (products sell out quickly, deals have an expiration, you carry just-in-time inventory), then you can create a greater sense of urgency in your email. Create expiring coupons, show time left in a deal or present a real-time calendar.”

The technology also delivers geo-targeting (tailoring content based on where an email is opened) and creative optimization (auto-picking the best-performing imagery, for instance, based on clickthrough, conversion or email-view duration).

It’s Life in Real Time meets Hyper-Personalization meets The Urgency Economy meets Location-Based Everything (some of the trends we’ve spotlighted in recent years). It seems that email may finally be catching up with our real-time world.

Photo credit: idogcow

1 Response to "Email evolves"

1 | Anna

May 31st, 2011 at 6:52 pm


Definitely a step in the right direction…I think email (as we know it right now) simply won’t survive in our more-urgent-by-the-second world. Movable Ink certainly addresses some of the real time issues that plague email marketing, but in the long run, I think the attention span of the average person is going to dwindle down to non-existent, not even long enough to take the time to open an email and scan to see if it’s worth reading past the subject line (even if the email DOES contain personalized content). With so many other sources for marketing info that live where your consumers live, (Facebook obviously comes to mind, but also Google, Twitter…the list is long) I think the only way email marketing can stay competitive is if email itself evolves into something of a newsfeed, an aggregator of sorts that can keep pace with the “now” nature of the world we live in.

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