Contextual Email MarketingFor Digital Retail and Fashion

Adam Sofair-FischStrategic Account

DirectorMovable Ink

SpeakerSpeaker

Movable Ink is a contextual experience engine that empowers marketers to connect with their customers as they move seamlessly between moments, places, and devices.More than 350 innovative brands including eBay, Finish Line, Macy’s, and Saks Fifth Avenue use Movable Ink to Market in the Moment.

Agenda

1. What is Contextual Marketing?2. Why Fashion Retailers Need Context3. How Top Fashion Brands Use Context4. Takeaways

What is Contextual Marketing?

• Contextual marketing uses data to create highly personalized customer experiences

• Brands can target content based on demographic and behavioral data, but also customer context in the moment of open like location, weather, device or CRM data and pull in up-to-the-minute data like live inventory and pricing, news, social feeds and more

• When used in conjunction with the power of email, brands can deliver a unique 1:1 experience right to their customer’s inbox.

Contextual marketing: What it is and how it works

Contextual email marketing can

increase that return by more

than double.

Contextual Email Marketing ROI

Email Marketing Is the Gold Standard for ROIFor every $1 spent on email marketing, the average return is $44.251

Source: Email Expert

The average Internet visitor sees more than 1,700 banner ads a month but click-through rates are around 0.1%

of visitors spend fewer than 15 seconds on your website

55%

of customers don’t trust emails from companies

78%

of customers don’t trust ads on websites

87%

of customers don’t trust ads in any channel

67%

Why Fashion Retailers Need Context

• 59% of consumers say email influences their purchasing decisions

• 25% say they spend more as a result of email campaigns

• 64% say that loyalty programs are the reason they sign up for brands’ email lists

• 74% expect companies to personalize emails based on their previous shopping behavior

Why does the fashion industry need contextual marketing?

Source: DigitalRiver

Mobile mattersConsumers expect an A+ mobile

experience.

42%Will delete an email if

it doesn’t display correctly on their

mobile device18%

Are very likely to make a purchase on a

mobile device

55% Of email is now opened on a

mobile device

Source: Digital River, Litmus

How Top Fashion Brands Use Context

Personalization1

55% lift in revenue

Location2

App / Device Targeting

3

231% lift in click-

to-download

Real-Time Testing & Optimization

4

114% lift in CTR for

winner

Weather Targeting

5

Real-Time Inventory

6

Time-Targeted Offers

7

Custom Apps with APIs

8

Social Integration

9

Live Polling

10

Takeaways

• Location personalization helps customers find stores nearest to them

• Drive app downloads and provide an A+ mobile experience with device targeting

• Use real-time testing to deliver the best experience possible• Use weather personalization to promote season-appropriate

clothing and products to your customers• Let customers shop your up-to-the-minute inventory by

connecting to your website or API• Use time-targeted offers to increase urgency• Pull in live data with custom apps• Show off user-generated content with live social feeds• Gamify your emails with live polling

How can fashion retailers use contextual marketing?

Ready to get started?Visit MovableInk.com