We hope you come away inspired to take your marketing to the next level. Adam Stambleck Senior VP of Client Experience Movable Ink

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Carol Bishop
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1 Inkredible5

2 Welcome to Inkredible 5: Spring In 2015, we saw marketers make a big shift in mindset toward a more contextual approach. Consumers now expect relevancy, and marketers must speak to them on an individual level wherever they are. That can mean where they are in the purchase funnel, which device they re on, even where they are on the planet. Contextual marketing is no longer a nice-to-have, but a requirement. And the five brands featured here are leading the pack. They ve delivered extraordinary contextual experiences, and impressive lifts in engagement and conversions weren t far behind. In this edition, you ll find inspiring s from Dunkin Donuts, The Humane Society, GrubHub, House of Fraser, and Virgin Holidays. These s represent contextual marketing at its best using personalization, contextual targeting, social integration, and APIs to deliver highly relevant s that market in the moment. We hope you come away inspired to take your marketing to the next level. Adam Stambleck Senior VP of Client Experience Movable Ink

Dunkin Donuts wanted to create a uniquely visual campaign to celebrate its DD Perks members in 2015.

image personalization and data visualization capabilities to create a 1-to-1 personalized email experience for every DD Perks

Not only did we see strong engagement with our DD Perks members with this email campaign, but also the conversation organically

3 Dunkin Donuts wanted to create a uniquely visual campaign to celebrate its DD Perks members in The company paired member loyalty data, such as number of free beverages earned or favorite item purchased, with Movable Ink s image personalization and data visualization capabilities to create a 1-to-1 personalized experience for every DD Perks member. The campaign was a hit delivering a big lift in engagement and program awareness. Not only did we see strong engagement with our DD Perks members with this campaign, but also the conversation organically continued into the social space and drove positive sentiment around the DD Perks Rewards Program as a whole across channels. John Schue Associate Manager, Digital Marketing & Innovation at Dunkin Brands

The Humane Society of the United States wanted to deliver an engaging email experience to its supporters to drive donations.

The email campaign brought in the majority of donations and were some of the highest revenue-generating emails of the year.

We had a public goal of $100k and we ended up raising more than $200k, with email driving the majority of that revenue.

4 The Humane Society of the United States wanted to deliver an engaging experience to its supporters to drive donations. They used a countdown timer to create a sense of urgency around the campaign, and a live Twitter feed to help get the word out. The campaign brought in the majority of donations and were some of the highest revenue-generating s of the year. This was the first year we promoted #GivingTuesday in , so we weren t sure what to expect. We had a public goal of $100k and we ended up raising more than $200k, with driving the majority of that revenue. We re looking forward to building on this strong foundation with Movable Ink in 2016! Heather Gorn Senior Manager, Online Campaigns at The Humane Society of the United States

With the Grubhub and Seamless brands Eatcademy Awards live polling campaign, the company drove significant engagement during the Oscars by asking diners to vote for their picks for Best Picture.

The click-through rate for the email was more than double what Grubhub had experienced year-to-date, and almost five times the CTR for Seamless.

5 With the Grubhub and Seamless brands Eatcademy Awards live polling campaign, the company drove significant engagement during the Oscars by asking diners to vote for their picks for Best Picture. To encourage participation, customers who accurately predicted the Best Picture winner received a coupon for 10% off their next Grubhub or Seamless orders. The click-through rate for the was more than double what Grubhub had experienced year-to-date, and almost five times the CTR for Seamless. The campaign also drove a considerable amount of business for both brands. The number of responses we received far exceeded our expectations, confirming that this was a great way to tie our brands into a huge cultural moment like the Oscars. We re thrilled with the results and are looking forward to continuing to drive more innovative campaigns. Chris O Brien Senior Manager, Retention Marketing at Seamless

When it comes to Black Friday, House of Fraser knows the importance of promoting in-stock products in its emails, regardless of whether an email is

The company ensured email content was always fresh by using web-cropping and API data to pull live product information and availability directly from

By using these contextual email features, House of Fraser increased CTR by 94% and conversions by 38% from Black Friday the previous year.

6 When it comes to Black Friday, House of Fraser knows the importance of promoting in-stock products in its s, regardless of whether an is opened minutes, hours, or days after it was sent. The company ensured content was always fresh by using web-cropping and API data to pull live product information and availability directly from its website into each at the moment of open. They also included one Sorry Sold Out block to add urgency. By using these contextual features, House of Fraser increased CTR by 94% and conversions by 38% from Black Friday the previous year. During Black Friday, we did not want to miss out on conversions by promoting unavailable products. When compared to the campaign sent on the same day the previous year, live content increased click-through rates by 94% and revenue by 23%. Paulina Mietkiewicz Marketing Manager at House of Fraser

Virgin Holidays promoted its Holidays Sale by creatively comparing personalized live

7 Virgin Holidays promoted its Holidays Sale by creatively comparing personalized live weather conditions for the recipient s location compared to the advertised destination s using eyecatching animated gifs. The was updated with current weather at the moment of open even if it had been in the customer s inbox for weeks. The engagement and social feedback we have received from these s has eclipsed our expectations! It s refreshing to find a technology that has such a large impact on our business, allows us to maintain control over the creation process, and enables quick turnaround. We have some exciting plans in the pipeline! Saul Lopes Strategic Insights and Loyalty Manager at Virgin Holidays

Founded in 2010, Movable Ink pioneered the application of contextual experiences to email.

8 Founded in 2010, Movable Ink pioneered the application of contextual experiences to . Movable Ink clients can use any service provider to deliver dynamic content that changes, in real-time, according to the context of each individual customer. More than 300 innovative companies including The Wall Street Journal, ebay, Finish Line, and Saks Fifth Avenue use Movable Ink to Market in the Moment and optimize their campaigns to drive ROI. The company is headquartered in New York City with offices in London and San Francisco. For more information, please visit movableink.com. Are Your s Inkredible? To nominate an marketing campaign for the next edition of Inkredible 5, us at Contact Us movableink.com blog.movableink.com

Adam Stambleck Senior VP of Client Experience Movable Ink

Adam Stambleck Senior VP of Client Experience Movable Ink Inkredible5 Welcome to the 2016 Summer edition of the Inkredible 5. In the Spring edition, we talked about the increasing expectation for personalized messaging and the need for a more data-driven, consumer-led