Everyone’s familiar with email, the cost-effective channel that brands are shifting more and more budget to each year. While it isn’t the sexiest weapon in the marketing arsenal, there’s a few new players in the space looking to spice things up a bit - Sailthru and Movable Ink.
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Movable Ink’s app allow users to stream live content into their emails. Every time someone opened opens an email, their technology serves live content based on the time, recipient’s locations, social context, and your business rules - increasing the emails relevance and context for every user.
The dynamic content can include:
- Live tweets
- Web crops
- Countdown timers
- Local Maps
And can be optimized in real-time for:
- Creative
- Different devices
Such functionality has a wide variety of use cases. In particular, its great for flash deals site, retailers w/ multiple locations, and event marketing. For sample executions and inspiration, you can check out their case study and demo page.
The company was founded in October 2010, and is based at General Assembly in NYC. Their client list includes: StarStreet, Daily Candy, Redeemio, GroupMe, and many more.
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Founded in June 2008, Sailthru is an API based Email service provider focused on improving email open and click-through rates through behavioral tracking.
It does this by tracking what products and content each subscriber is browsing and purchasing on the publisher’s website, mobile app, and in emails, and then dynamically generating email content based on the collected data.
So for a retailer, if a subscriber is only clicking on and purchasing shoes, Sailthru will tailor the email to only include content about shoes. While for a publisher, if I subscriber is only reading content about startups, then it will only deliver them emails with content about startups. It tailors emails in this way for every subscriber within one template, eliminating the hassle of segmentation for the advertiser.
Sailthru technology can be plugged into any content management system with any data in as little as a day, and will optimize itself in real-time as user’s interact. It is most effective for marketers with large existing data sets, and its value increases over time.
Clients have seen open rates increase by 15%, while decreasing their email build times by 90%. The data can also help drive incremental advertising revenue as targeting email display ads can be served at a premium. Sailthru’s current client roster includes HuffPo, Business Insider, Fab.com, flavorpill, Thrillist, and more.
Sailthru is based in NYC and has received over $9 million in funding by big-name investors.
9th January 2012
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