Dive Brief:
- Movable Ink and Curalate have teamed up to offer marketers a way to include social images in real-time email campaigns.
- The idea behind the partnership is to couple real-time content delivery with marketers’ best images in emails to improve open and clickthrough rates.
- The companies put out an infographic that documents how Instagram enriches email with a key finding that 76% of email includes social media buttons, but only 14% include social media images.
Dive Insight:
Two marketing vendors have teamed up to make email more social.
Movable Ink CEO Vivek Sharma said in a statement, “Today’s consumers don’t want to be marketed to; they want to be engaged with authentic experiences that resonate on a personal level. Email continues to be the most profitable direct marketing touchpoint, and this partnership enables brands to breathe new life into the channel and inspire consumers along the path-to-purchase with compelling and contextual content.”
The partnership between Movable Ink and Curalate will allow marketers to get social images into their campaigns.
“Consumers today discover products and brands through images,” Apu Gupta, Chief Executive Officer of Curalate, said. “This partnership unlocks the power of pictures and enables brands to create compelling consumer experiences in email.”
Movable Ink and Curalate created an infographic on Instagram images and email that found marketers are not making use of Instagram content. They are using Instagram less than 3%, compared to Twitter at 14% and Facebook at 53%. Meanwhile, Instagram gets 58% more engagement per follower than Facebook, and 120 times more than Twitter. The infographic also noted that 70 million images are shared on the social photo app each day.