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LookBook
Live Data in Email: The LookbookLeveraging an Open Platform to Create Amazing Email Experiences
Movable Ink
New innovations in marketing technology are raising consumers’ expectations, creating a demand for a highly personalized, relevant experience. Many tech savvy marketers are turning to live data to create this experience.
By pulling live data into emails, marketers are creating personalized, in-the-moment messaging that provides value and drives action. By incorporating real-time data with live social feeds and API integrations, you can target content based on consumer data and open-time context.
On the following pages, you’ll find five beautiful email examples that use live
data to engage and convert with up-to-the-minute promotions, reservation
services, social content and more. All of these emails are powered by Movable
Ink and can be sent through the Oracle Marketing Cloud.
Introduction
Automated Product Deals
Live Reservation Services
Live Social Content
Localized Reservations
Real-time Rewards Balance
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Table of Contents
Movable Ink
By using API integrations to display their latest promotions, businesses can automate much of the email production process, and ensure they’re offering the most recent deals and product information at the moment of open.
In this email, Lenovo used an API integration to send subscribers its latest deals. As offers changed, the email was automatically updated, even if it was already in the subscriber’s inbox.
In addition to using an API, this email used web cropping for the banner image, allowing the email to automatically pull in the most recent campaign creative from the website. There was no need to recreate a banner for the email and resend. It also used a live timer that continuously counted down each deal—creating a sense of urgency and excitement around the promotions.
Automated Product Deals
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Lenovo used an API integration to send subscribers its latest deals. As offers changed, the email was automatically updated, even if it was already in the subscriber’s inbox.
Live timer, API integrated deals & offers, and social content
Movable Ink
Making reservations can be simple and seamless when you offer live, interactive reservation services right in an email with an API integration. You can also use real-time inventory to incentivize an upgrade. Like in this example, you can provide upgrade options based on the seat your customer already purchased with a live inventory chart that refreshes with every open.
A major airline sent an email that allowed customers to upgrade seats from within their inbox—leading to $1,000,000 of incremental bookings in the first few months alone.
Live Reservation Services
A major airline sent an email that allowed customers to upgrade seats from within their inbox—leading to $1,000,000 of incremental bookings in the first few months alone.
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API integrated live, interactive inventory chart
Movable Ink
Create a real-time social experience in email that combines the engagement of social media with the ROI power of email marketing. For example, add a live Instagram feed to your emails with a custom API integration.
Incorporating social into your email campaigns can help you leverage the power of social in two ways: by bringing emails to life with fresh and visual content, and letting your fans share their positive experiences with user generated social content. In this example, customers were encouraged to post photos on Instagram with a special hashtag.
Live Social Content
A popular fashion retailer used an API integration to send an email that encouraged customers to post photos on Instagram with a special hashtag.
Live integrated Instagram feed
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Movable Ink
Hotels, restaurants, and professional services use API integrations to create a seamless reservation experience. This example is a geo-targeted email campaign offering localized appointment times to subscribers. Once an appointment is made, the time slot is no longer available.
A similar campaign resulted in a 60% increase in click-through rate.
Localized Reservations
This geo-targeted email campaign offered localized appointment times to subscribers and resulted in a 60% increase in click-through rate.
4Geo-targeted reservation integration
Movable Ink
Encourage loyalty and point redemption with live rewards balance data. Use API integrations to show customers a real-time balance of their rewards points and display relevant products that qualify for those points.
This example shows a real-time balance and encourages recipients to make the most of their points.
Real-time Rewards Balance
This real-time balance encourages recipients to make the most of their points.
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API integrated live rewards points balance
Movable Ink
Founded in 2010, Movable Ink pioneered the application of contextual marketing 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 customer. 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, please visit www.movableink.com.
Contact
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Modern Marketers choose Oracle Marketing Cloud’s data-driven solutions to create engagement, orchestrate experiences, connect data, and optimize online interactions that attract and retain ideal customers. These Modern Marketing solutions connect cross-channel, content, and social marketing with data management and activation along with hundreds of pre-integrated app and data partners. Leading brands use our award-winning expertise and technology to deliver personal experiences on a proven system that marketers love and IT trusts. Visit oracle.com/marketingcloud.
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