There is a lot of news today about email marketing campaigns which can deliver content live from websites and social media based on the recipient behaviour at the time of opening the email, location and device. Delivering such live content in real time and context provides exciting and engaging opportunities for marketers to connect with the recipients and drive them towards further actions.
With such engaging campaigns with live contextual real-time content in email, marketers are seeing higher CTR (click through rate is a measure of clicks generated over the impressions served). As the ROI is a direct measure of CTR, higher CTR will result in higher clicks for the same number of impressions.
From a simple count down or count up timer to drive urgency in recipients, to much more engaging real time or dynamic offers based on recipient behaviour, the email marketing is becoming is much agile in nature rather than static personalisation at the time of sending email.
Recommendations of the products based on location, weather, or offer on the site coupled with recipient behaviour is a much higher value proposition for marketers based on history of all aspects of the recipient data. Earlier this was possible directly on the web, instead on email owing to complications in serving dynamic content in email. Several companies are able to deliver this now, including Kenscio.
- See more at: http://kenscio.com/blog/2014/02/27/real-time-contextual-agile-email-marketing-with-live-content-in-campaigns/#sthash.koCyybCb.dpuf
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