Masterclassing : Contextual Marketing for the Entertainment Industry

Editor's Notes

• #3: Six years ago Movable Ink invented a technology that allows marketers to change the content of an email at the moment of open and make it hyper personalized all from one html – solving a problem for all marketers, but especially for those in travel and hospitality who are challenged by ever changing pricing, and availability and the endless permutations of destinations and arrival dates. This means that the content in your email program can be as personalized and up to second as the logged in areas of your website all from one html. And really if you think about what email is without Movable Ink – it’s just digital direct mail, which places a significant operational burden on marketers and can’t give customers the most relevant personalized experience.
• #4: Gamesys, Playtech
• #5: And as a result Movable Ink has seen tremendous growth. We are ranked #202 in the Inc 5000 Fastest Growing Companies List. We are a global team of 150 veteran email marketers, strategists, and product experts across four global offices who have powered over 150 billion live content impressions for our close to 400 enterprise clients. We are staunchly focused on reinventing how email works for you – and quick question here – who here is a part of a company where email is a top three channel in terms of revenue?
• #6: Even though email may be by some, be considered a mature, static channel data from Experian shows that it remains the #1 channel by ROI for marketers across every vertical. This creates an interesting challenge for marketers because the channel itself hasn’t evolved from a technical standpoint in almost 15 years – so how do you extract more performance from it? And the technical limitations hasn’t stopped consumer expectations evolving significantly and 78% of consumers expect marketers to recognize them and send tailored communications.
• #7: Personalization – the ability to send hyper personalized emails all from one HTML based on realtime contextual signals or data passed to us by the client. Automation – the ability to auto generate content in the email template by pulling in content either from the front end of a site, a logged in part of a site or a content source like an API – this is what Simone’s example references. Optimization – this replaces out dated AB testing methods and enables marketers to truly optimize their emails in realtime based on the actual audience performance not a sample size or historical data. Finally Innovation – the ability to pull in web 3.0 elements that we can make work consistently across all platforms be it polling, live social feeds, video and so on – all geared towards making your emails stand out in a crowded in box. Let me bring you through some illustrations to bring these to life.
• #8: The way consumers shop is changing. Their expectations of brands are higher than ever. They expect personalized, relevant emails based on their preferences and shopping behavior.
• #9: Palace Entertainment wanted to bring each Pistons game live to their audience with real-time scores and live stats for three different time buckets: team matchup before the game, players on the floor during the game, and team stats after the game. Before Game 18% lift in CTR 45% lift in engagement time 49% lift in mobile engagement
• #10: 30% open rate 57% of those who received said it was memorable Spotify used image personalization to show each user’s most played music from the past month. Listeners reactions via twitter: Dear @Spotify, I love the ’Your Month in Music’ recap. Thanks for putting me in the beta! This is definitely worth rolling out wide” – BRNKillo “I didn’t get the Spotify email and I’m kind of mad” - @MeganHarris As now become a monthly email series
• #11: Madison Square Garden wanted to showcase upcoming performances using web crops.
• #12: COULDN’t FIND STATS Time Inc’s Entertainment Weekly pulled in the latest news in two different formats for its welcome and branded content emails.
• #13: The New York Times wanted to test two versions of hero creative against one another to determine the best CTR. Winner was determined after 900 opens.
• #14: Scholastic wanted to boost conversions by testing different CTA copy in their abandon cart emails.
• #15: Madison Square Garden wanted to boost ticket sales by driving urgency to purchase before the start of the game.
• #16: Ticketmaster wanted to encourage users to vote and build out additional profile preferences. The poll was very successful with no unsubscribes.