John Lewis plans to begin charging some customers who pick up online orders in stores. Competitor Marks & Spencer will expand its free click-and-collect ...
The two aim to provide dynamic content in the body of marketing e-mail messages.
Marketers can insert dynamic, streaming content, such as countdown timers for limited-time sales promotions, into the body of e-mails through a new joint venture by e-mail services provider Experian CheetahMail and Movable Ink, a provider of technology designed to make e-mail content as interactive as a web page.
The dynamic set-up also lets marketers modify content in e-mail after it has already been sent, such as to change pricing, update inventory availability or insert new product recommendations.
The dynamic content system also lets marketers present content based on such factors as an e-mail recipient’s location. A marketer that has a recipient’s home address, for example, could insert an interactive store locator map showing stores in her area that offer products promoted in the e-mail.
Clients of the dynamic content e-mail technology have realized increases as high as 28% in e-commerce conversions from e-mail, compared with e-mail marketing campaigns without dynamic content, says Vivek Sharma, co-founder and CEO of Movable Ink.