Crafting a Million Creative Variations of Email Content
There's a symbiotic relationship between email marketers and content marketers - the channel side (email senders) need something to send, and the creative side (the content marketers) need a way to distribute their message.So what in the heck is taking brands so long to make the realization that this is a requirement today? I don't know either but one thing is clear - technology providers like Movable Ink did make the connection and their users are the ones who will benefit.
The company recently announced a solution that will enable marketers to produce millions of possible personalized versions of their messages, blending the "right" creative with the "right" data for each recipient.
The solution leverages Movable Ink's content platform, an enterprise-level offering that "intelligently" automates the creation, deployment and measurement of personalized email content.
Movable Ink’s "Creative Variations" solution make it simple for marketers to overcome the often complex process of activating data and blending it with creative content in email, eliminating what is often a manual, tedious, and seemingly often impossible task of automating the development of new content. The result? Marketers have more time to focus on strategy and big picture ideas.
Movable Ink's solution is able to transform data from any source (API, CSV/Excel) and take advantage of contextual data, behavioral data, inventory data, pricing data and more, and gather additional customer insights along the way with tactics like progressive polling.
The possibilities for content and email marketers are really interesting. Retailers, for example, can customize offers based on a customers place in the buying journey (even those that have not converted or updated to a higher level yet), or customize images based on specific cities/locations, events, or languages. Retail apparel brands can also opt to show an image based on the customer’s recent purchase and layer on content based on real-time rewards points or their loyalty tier.
“Brands already have endless streams of data and creative assets. What they lack is a way to activate and combine everything, multiply the capabilities of their teams, and truly scale creativity for the digital age,” said Vivek Sharma CEO of Movable Ink.
“Our solutions makes it easy for any marketer to generate an endless number of highly customized, on brand content variations and the kind of experiences proven to drive higher conversions and engagement.”