‘Agile creative to improve email marketing conversion rates’ – ‘Econsultancy’ Blog
The latest ‘Econsultancy’ blog post is titled “Agile creative to improve email marketing conversion rates”.
Ben Davis says, “Agile email creative is the curation of images not before send, or at send (with automated or dynamic content) but at the moment the customer opens or re-opens an email.
This allows one to change pictures in an email depending on a host of variables, on their own or combined, in a rules-based system.
A lot of what this agile creative can achieve boils down to improving the user journey when they open an email. So, for example, an image can present latest availability of a product, so that when the customer clicks through from a product image, she isn’t surprised by lack of stock and doesn’t subsequently distrust brand comms”.
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