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.