Adam Stambleck VP of Client Experience Movable Ink

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Welcome to Inkredible5, Spring 2015! As we head into the summer, we wanted to highlight how five brands have used contextual marketing in new and exciting ways.

2 Welcome to Inkredible5, Spring 2015! As we head into the summer, we wanted to highlight how five brands have used contextual marketing in new and exciting ways. In this edition, we showcase how Nickelodeon, Allen Edmonds, Halfords, eharmony, and Lenscrafters used weather-targeting, personalization, time of open, and inventory appointments to make the experience more engaging and seamless than ever before. Adam Stambleck VP of Client Experience Movable Ink

By using weather-targeting, Nickelodeon sent out emails that changed in real-time according to the forecast.

3 During Winter Storm Juno, Nickelodeon wanted to send out snow day activity packs with personalized creative for the affected regions. The team knew that a lot of parents would be looking for something to do with their children if they had the day off. By using weather-targeting, Nickelodeon sent out s that changed in real-time according to the forecast. If it was snowing, the copy changed to display It s A Snow Day! In this case, contextual content had a dramatic impact, with clickthrough rates surging 75% in the s that went out to regions affected by the snow.

This is a great campaign, because Nickelodeon used weather-targeting to offer recipients something of real and immediate value that allowed them to build an

4 This is a great campaign, because Nickelodeon used weather-targeting to offer recipients something of real and immediate value that allowed them to build an experience with their kids. Rather than just marketing, this was contextual content marketing at its finest. Blaise Lucey Content Marketing Manager Movable Ink

Allen Edmonds used weather-targeting to personalize sales for customers in different regions. If the weather was 41 degrees or warmer, the sale was for a rain coat, umbrella, and waterproof shoes.

5 Allen Edmonds used weather-targeting to personalize sales for customers in different regions. If the weather was 41 degrees or warmer, the sale was for a rain coat, umbrella, and waterproof shoes. If it was 40 degrees or colder, the sale was for a pair of winterized boots. By personalizing the customer experience with this weathertargeted , Allen Edmonds increased click-through rates by 300%.

6 Leveraging simple data points with Movable Ink s platform gave us the ability to customize the experience for many of our subscribers, making the message more relevant based on location. Kat Johnson Marketing Manager Allen Edmonds

Halfords built an email campaign with a personalized design element that changed for

7 No days are more personal than birthdays. To build a relationship between customer and brand on each customer s special day, Halfords built an campaign with a personalized design element that changed for every individual customer. This led directly to an exclusive birthday coupon that was easy to redeem and activate from within the .

a unique experience Halfords wanted to create an email that really offered a unique experience for every customer.

8 a unique experience Halfords wanted to create an that really offered a unique experience for every customer. By personalizing the creative, the brand built a beautiful, individual that really made the recipient feel special. Craig Clayton Account Manager Movable Ink

dynamically swapped the content out so that if people

9 To incentivize new members to sign-up, eharmony had a flash sale that lasted for three days. In addition to a countdown timer that instilled a sense of urgency during the sale, eharmony dynamically swapped the content out so that if people opened the after the sale ended, there was another call-to-action instead.

We sent a bold, animated promotion with an agile countdown timer to stand out in the inbox on Cyber Monday. Movable Ink s tools helped us drive a 25% lift in Click-to-Open Rate vs.

10 We sent a bold, animated promotion with an agile countdown timer to stand out in the inbox on Cyber Monday. Movable Ink s tools helped us drive a 25% lift in Click-to-Open Rate vs. previous Flash Sale s. After the promotion ended, the dynamic Sale Is Over image continued to drive results by generating 8% of the campaign s clicks and 3% of its sales! Tracy Kobzeff Director Product Marketing & Monetization eharmony

With the Exams Near You campaign, the business created a localized experience within the

11 Lenscrafters wanted to allow recipients to book eye exams from right within the body of the . With the Exams Near You campaign, the business created a localized experience within the by drawing on device IP address and showing the two nearest locations. By creating a seamless experience within the , Lenscrafters improved click-through rates by 30%.

12 interact and engage without leaving the inbox This campaign offered a seamless way for recipients to interact and engage with Lenscrafters without leaving the inbox. They got to make an appointment on-the-go and Lenscrafters saw a significant uptick of engagement as a result. Rachel Goffnet Account Manager Movable Ink

13 Founded in 2010, Movable Ink pioneered the application of contextual marketing 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 250 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 campaigns to drive ROI. The company is headquartered in New York City with an office in London. Contact Us movableink.com

14 Are You Inkredible? To nominate an agile marketing campaign for the next edition of The Inkredible Five, us at

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