• by Jess Nelson , June 8, 2016

Marketing technology company Movable Ink unveiled Behavioral Apps on Tuesday, a new suite of email marketing tools for real-time personalization.

Movable Ink has expanded its Live Content product with behavioral-driven applications that help deliver relevant content to consumers’ inboxes. Movable Ink’s behavioral-driven applications add live, contextual content to email marketing campaigns and Web experiences.

Email content changes in real-time according to a subscriber’s individual circumstances such as their geolocation, preferred device, product availability, loyalty status and local weather conditions.

The applications create email content based on specific customer actions, such as recently viewed products, most viewed products, abandoned cart notifications and content targeting based on the last category browsed online. 

Once a purchase has been made, Movable Ink immediately removes any irrelevant messaging to avoid spam. Powered by Javascript, the solution can be implemented with a single snippet of code and does not need to be re-added for every new campaign.

The enhancements to the existing platform are available free of charge to current Movable Ink customers and the solution is also fully compatible with any email platform.

Vivek Sharma, CEO of Movable Ink, discussed how live content can help marketing teams be more creative and sell more effectively. “Instead of simply sending an abandoned cart email, we can pull in live reviews, Instagram photos of that product being used and promotion code for free shipping,” says Sharma.

Founded in 2010, Movable Ink powers the email marketing campaigns of over 350 companies, including The Wall Street Journal, eBay and Saks Fifth Avenue. The company also powered the award-wining campaigns of retailer Finish Line.

If content is the king of email marketing, context is its queen, according to a panel discussion at MediaPost’s annual Email Insider Summit on Tuesday.

In a panel discussion lead by Jennifer Perry, associate director of customer insight and strategy at Merkle, representatives from Uber, Investopedia and Warner Music Group discussed what the future of contextual marketing might hold.