As an allergy sufferer, sometimes I think we should change the saying, “April showers bring May flowers,” to “April showers bring … a whole lot of pollen.”
Okay, I realize my version doesn’t rhyme, or even have the right number of syllables, so it will never replace the original. Yet, pollen is still a real part of spring, and an inevitability that millions of people with allergies are very aware of—and dread—each year.
For innovative email marketers, pollen doesn’t have to be bad news. Instead, with a little creative thinking, you can use this annual event as a new way to create personalized campaigns that connect with consumers in ways they may not expect.
Even better, using pollen counts can be an effective approach for a wider variety of industries and brands that you might at first think. So even if your company doesn’t sell allergy medicine—or even anything for the outdoors—you can still use weather conditions to your advantage.
Leading electronics and appliances retailer LG recently came up with a great way to incorporate pollen counts into its email campaigns.
In this case, LG used Liveclicker’s LiveForecast advanced email experience to personalize emails with five-day forecasts of expected pollen counts in the recipient’s city or region. More, these forecasts were displayed with color coding and a custom graphic, both of which would quickly catch a reader’s attention. For example, on the worst days, the graphic would include a red bar with the words, “Pollen level: Very high,” while the custom graphic displayed more pollen than other days.
The entire creative was set against a backdrop of a blooming cherry tree just beginning to shed its early flowers (just looking at it makes my eyes water) and displayed an industry seal to demonstrate that LG’s products are officially certified to be asthma and allergy friendly.
Why would an appliance and electronics company like LG create this type of email, especially considering it sells products designed for indoor use?
It turns out they had a very good reason. LG created this real-time personalization experience to promote its line of washing machines, air purifiers, and other LG products that could help reduce pollen and other common household allergens.
This innovative email approach led to a new way to connect with consumers, “warn” them that they could be facing an upcoming pollen problem, and then demonstrate just how LG products could help them overcome these potential issues. Clever…and very effective!
On one hand, personalizing emails with pollen counts and other weather conditions may seem too specific, or not an approach every company can use. Yet creative marketing teams in a wide variety of industries can use this real-time information as an effective marketing tool.
Some other powerful use cases:
As you can see from the LG example and the suggestions above, there are many different ways to use pollen and weather forecasts in your email marketing campaigns. Don’t forget, you can use these forecasts in either situation—when pollen is high or low—giving you a rare win-win opportunity.
Let’s face it. Marketers constantly need new technology and powerful tools to cut through the clutter, stay a step ahead of the competition, and generate the best results possible.
Testing is a perfect example of this. Marketers are always looking for advanced testing capabilities, especially because traditional testing methods are usually time-consuming, manual efforts. Worse, testing may not deliver the full intelligence marketers demand, requiring them to make further updates as they attempt to optimize email content.
Yet, what if there was a better way? What if marketers could take advantage of technology to automatically ensure that the best content is displayed for the full life of their campaigns?
The good news is that now they can with a powerful new suite of capabilities in the RealTime Email platform.
These new capabilities, collectively called Adaptive Personalization, remove the obstacles that once made it difficult to make content as relevant as possible. Our Adaptive Personalization tools automate testing, targeting, and optimization processes, enabling marketers to deliver the most relevant messages based on constantly changing variables such as consumer behavior, preferences, context, and more.
The Adaptive Personalization suite includes many new features and capabilities, but one of the most innovative is Adaptive Testing.
With Adaptive Testing, marketers hold back a percentage of subscribers for constant testing (even after an initial winner is chosen). This audience receives content that dynamically changes based on continuous testing results, giving marketers a new way to automate the decision-making process and optimize email content at all times.
Adaptive Testing is extremely intuitive and easy to use. Marketing teams only have to set up the rules once and upload the most relevant content. Not only does this save valuable time and effort, but marketers will rest assured knowing that the winning test will automatically evolve in response to changing customer inputs.
Adaptive Testing provides a number of important benefits:
To understand just how powerful Adaptive Testing can be, consider the case of a theme park using this new capability.
The park sends a marketing email on a Tuesday to attempt to generate interest and drive attendance for the upcoming weekend. A winning CTA is automatically selected via Live A/B testing. In this case, the winning result is a call to action that creates urgency by telling customers they only have two days to take advantage of this offer.
But as the week goes on, Adaptive Testing kicks in. Now, the weather forecasts predicts rain, so the winning call to action automatically updates to show a discount to attend an indoor park, based entirely on email click activity.
Without Adaptive Testing, the park would have been hard pressed to capitalize on changing circumstances in time to influence results. At best, it would have taken extra time, thought, and effort. At worst, they would have missed the opportunity completely.
Here’s how it works. A new toggle called “Continuous Testing” is now available in RealTime Email. This feature is displayed when A/B testing is enabled and when “winner picking” has been toggled to on.
When continuous testing is turned on, a “Holdback Percentage” option also appears. This is the percentage that will be tested after a winner has been selected.
Losing content from the initial A/B test is tested against the winning content over time in the holdback group, until – or if – the losing content begins to beat the previous winner. It is then displayed as the best possible email creative.
With Adaptive Testing, powerful, innovative testing capabilities are now a reality. Adaptive Testing removes traditional barriers while giving marketers an easy way to discover and deliver their best email content. As a result, they can do what they do best: Drive program performance, create lift, and generate positive results.
Ready to gain a new edge in email marketing? Learn more about Adaptive Testing and our new Adaptive Personalization capabilities here.
Adding video to an email can be a game-changing event for marketers. While many email professionals shy away from the technical complications that video in email can bring to a marketing program, they lose sight of the messaging influence that video delivers to consumers. A recent Forrester report says that including a video in an email can boost click-through rates 200-300%; combine this engagement increase with the fact that over 55% of people online watch video daily and it’s evident that people are happy to interact with video consistently.
Historically, video content has had a hard time fitting in with the email industry due to technical constraints. In the last few years that has changed; email has embraced video as inbox and device technology catch up with media demand. Mobile devices have played an enormous role in online media consumption, also paving the way for increased amounts of video in the inbox. Today, email has evolved even further; real-time targeting is possible, tailoring content display at the moment the email opens.
At Liveclicker, our RealTime Email platform uses pre-existing (CRM) and real-time (moment-of-open) data to render hyper-personalized content for each email recipient. Sending one video file to an entire list is email suicide; there are too many clients to get it 100% right with one file. To prevent any issues with video delivery, RealTime Email automatically detects the client the email is opened in and delivers the best possible media file type. Additional targeting can be configured to display a variety of different video options contingent on the openers:
Keep in mind; this list isn’t a comprehensive summary of video targeting by any means. There are unique LiveVideo applications for every business using email today. Real-time video personalization can be done with or without CRM/ESP data and deployed at 100% scale using Liveclicker’s forward-facing segmentation. These examples are to show some ready-to-go scenarios that incorporate video targeting into everyday campaigns.
Using Liveclicker, emailing video is far less complicated and stressful than most know. The basics of delivering video to each email client are automated; one video upload equals all email clients covered, the leading image for the video can be customized before the send, multilingual subtitles can be added for the hearing impaired, GIFs are delivered to non-video email clients, and all this is before we add any LiveVideo targeting rules. The benefits of real-time video targeting start with:
Video in email is not only here to stay – it’s ready to make bigger waves. Our clients have done studies to validate the power and saw dramatic changes in their own campaigns. Don’t hesitate to begin your exploration; we think you’ll be pleasantly surprised at the results.
Creating the perfect email isn’t a dream anymore.
In recent years, technology has opened new paths to consumer interaction in the inbox – bringing rich media and deeper content personalization mainstream. The movement of software and device maturation towards customer experience is helping marketers deliver better message content and template functionality. This move has positioned email as number one business-to-consumer channel of choice for almost all digital communications.
“Email is the #1 activity on the Internet – even over using a search engine. It’s also the #1 activity on mobile devices” (Marketing Growth Strategies, Litmus)
“Marketers consistently rank email as the single most effective tactic for awareness, acquisition, conversion and retention” (Gigaom Research)
Consumer experience is a key factor in email marketing’s growth. Static email content has grown to become dynamic and still grows as real-time functionality can identify recipient-level variables to deepen message personalization. Segmentation has also evolved – from historical to forward-looking demarcation.
A forward-looking approach is a cornerstone to basic inbox personalization at scale. Real-time information is used to trigger content delivery within an email template to heighten recipient interest. Segmentation in this process happens at the moment the email opens, rather than before the email sends. Each email is individually personalized based on live recipient data, rendering uniquely in each inbox.
With real-time email technology, live data pulls directly from the email recipient each time the email opens. The data is analyzed and filtered instantly, pushing back the most recent and relevant content to openers. By positioning segmentation at the inbox rather than before the send, personalization is fluid to the point of open, not limited to pre-send information within the campaign workflow.
Uncoupling segmentation from predefined lists allows more interactive content within an email campaign. Images, omni-channel marketing data, custom feeds, website content, and live CRM data are pulled in real-time to create the highest possible relevance for openers. Live data filters automate segmentation, reducing the need for list building.
Pre-defining lists for an email campaign comes with a certain amount of disconnection between the company and recipients. As data ages in a CRM, it has a natural amount of attrition that atrophies messaging personalization. Pre-defined segmentation also inherently ignores the context and setting of where an email opens regarding the recipients – diminishing relevance before deployment.
Live data can be used to increase relevance for all types of email content. To date, companies using real-time email technology are leveraging time, location, device, and inbox client data to tighten email context. Live data helps recipients open more interesting emails, also giving marketers an edge technically on rich-media delivery. Device and software identification assists in delivering the appropriate video or animated image to email openers to prevent broken emails in the inbox.
Email elements with imagery are the most affected by live data. Because HTML text is hard coded into an email, contextual content technology does not currently change the text within an email template. However, live website, social media, or weather information pulled for an email are refreshed within embedded images, mimicking text-based content.
Yes and no. Segmentation based on real-time variables that overlap with CRM information would need consideration, but live data does a better job of enhancing pre-existing data segmentation than replacing it. Using historical in conjunction with moment-of-open information is the perfect mix of context for the email recipient.
Live data integrations into an email can be as simple as configuring the logic and pasting a line of HTML into an existing email template. Simple implementations like social media feeds or weather are implemented in less than a few minutes. Although, similar to any marketing campaign, customizing images and element display can take extra development time.
Advanced integrations like real-time account-level information delivered in graphical form naturally take more time to configure and test, but create a lasting impression on inbox performance.
Using known information to improve communication is nothing new in the digital world. Since my first day as an email marketer, I’ve been groomed to look for insightful ways to divide and conquer email lists. List segmentation has been a core component of email marketing’s ability to stay competitive amongst peripheral digital channels.
The email ecosystem has always seen the biggest successes from marketers willing to take the next step in personalizing the customer journey. Context is a crucial element to every conversation; maintaining relevance is just as important as the value of words conveyed. Online, this conversational practice is primary to holding the attention of customers. In email, this challenge has been particularly difficult to solve with basic list segmentation.
Contextual interaction marketing in email still involves all of the previous personalization methods but allows for increased focus on the consumer. List segmentation can be used initially for the targeting framework, responsive HTML design will deliver the message cleanly across devices, dynamic personalization structures the content, then contextual elements interact with user-level indicators as the email is opened to enhance content interaction.
Adding contextual functionality to email shouldn’t affect how an email campaign is created, managed, or deployed. Naturally, it’s an additional step to create the real-time targeting, but the HTML is added to the email template the same as any other content. The actual segmentation work happens the instant the email opens and the targeting variables are identified.
You might be asking. So, what’s the difference between dynamic email content and contextual email content? In principal, they’re very similar. Both segment content based on data from the recipient. The primary technical difference would be where the data gets pulled for the customization.
Dynamic and contextual email code are created and integrated into the email template during the development phase. During the email deployment, as emails are sending, dynamic content is pulled into each email just before it leaves the server. Dynamic content creates unique messaging for each recipient but relies on backward-focused CRM information to personalize.
The contextual technology works more responsively within the campaign structure. While the targeting is done before the email is sent, the content segmentation is done as the email opens and recipient attributes are used to dictate the display. Creating unique messaging for each recipient and giving the email forward-looking flexibility to deepen that personalization.
Each form of personalization works well independently. What makes a difference in an email is when these two methods are combined. Being heavily CRM-driven, dynamic email takes on a whole new life with contextual functionality. With both content types being used contextual relevance meets documented customer history.
A great example of this type of email could be a membership rewards campaign. Dynamic (pre-defined) data would be used to add things like name, member id, birth date, etc. While contextual (real-time) data like reward points total, reward availability and imagery all refresh at the moment of open.
Real-time content elements will gain usage as email companies discover new applications for the kinetic style of messaging. Consumers will largely demand better digital communications from companies overall, consequentially pushing email functionality towards more of an interactive online medium. The inbox will shift from flat email content to a website-like interface.
Domain authentication will also become more prevalent in email marketing; helping authenticated email senders deliver enhanced messages, leaving unauthorized emails in cyberspace or relegated to static content delivery only.