Email marketing in retail is becoming increasingly sophisticated, due to the greater level of data available to marketers, heightened consumer expectations and innovative tech solutions. These forces all enable brands to send more targeted and relevant emails. In this blog, we explore the best dynamic email tools on the market that will help you to create enchanting email marketing campaigns.

Here are Enchant's 5 favourite dynamic email marketing tools for retailers:

1. Fresh Relevance

Fresh Relevance helps retail brands to use the most effective conversion rate optimisation tactics across ecommerce websites and key marketing channels. This multi-purpose personalisation tool offers a wide range of contextual marketing features to nurture email subscribers. 

What does it do?

The tool uses customer insights to add tailored product recommendations and live content into email templates, for different customer lifecycle stages and behavioural triggers. Fresh Relevance integrates with all major ESPs (including Mailchimp, dotmailer and Campaign Monitor) and ecommerce platforms like Magento and Shopify.

How does Fresh Relevance help retailers?

Boasting innovative persuasion tactics and dynamic content features, such as countdown clocks and live inventory offers, Fresh Relevance helps to increase retail conversions by leveraging FOMO (fear of missing out) and allowing subscribers to see the latest deals on the products they're interested in. 

Results

"84% of consumers report always or sometimes taking action based on personal recommendations." (Source: Nielsen)

Adding relevant product recommendations to emails, not only increases conversion rate but boosts customer retention too. Dynamic content features are visually-engaging and prompt subscribers to take actions, ramping up urgency during peak sales periods or promotions. This is a killer automated personalisation tool for retailers!

2. Movable Ink

Movable Ink has helped big-name brands, such as Bloomingdale's, Autotrader and Spotify, no less, to deliver highly-personalised emails, to delight subscribers throughout the customers journey.  

What does it do?

Moveable Ink creates beautiful emails and persuasive marketing content, adapting in real time at the moment of opening. This super-cool dynamic email tool targets customers based on their browsing history, across the website pages and categories browsed, search terms and abandoned carts.

How does Movable Ink help retailers?

Movable Ink's technology enables retailers to tailor each email campaign to intricate behavioural triggers. You're able to transform your email creative, images and calls-to-action, to give subscribers immersive and relevant email experiences. The email builder is user-friendly, so you don't need to be a developer or coding expert, thanks to an an intuitive WYSIWYG interface.

Add real-time product recommendations to emails automatically, including top-selling products or most-viewed items, plus location-based weather details. See the email example below from Just Right: 

Results

Using customer behaviour insights from cross-device profiles, Moveable Ink will increase your email campaign relevance and promote urgency through real-time offers and incentives. The easy-to-edit email templates take the headache out of email design, so your marketing team can focus on strategy. If that wasn't enough, Movable Ink works with every ESP and service provider! 

3. Kickdynamic

Often incorrectly named as Kickdynamics, our friends at Kickdynamic have built an amazing platform for email marketers. Want to add the latest currency, new product discounts and up-to-date prices into your automated emails, whilst maintaining brand look and feel? Kickdynamic has these capabilities and much more!

What exactly does it do?

Kickdynamic is a flexible and powerful automation tool, which is ideal for today's busy marketing teams. The solution incorporates live content widgets into your emails, to boost engagement and create hyper-personalised experiences.

How does Kickdynamic help retailers?

Kickdynamic boasts an array of live content functionality and customer persuasion features for retailers, such as:

• Countdown timers
• Weather updates
• Live optimisation
• Integration with social feeds
• Personalised image tagging, utilising customer profile values – see example from Meantime below:

Results

By utilising data from your ESP, you can insert personalised live content into your emails, according to device, location, day of week and behavioural triggers, at time of open, to encourage more engagement and drives more sales. 

Kickdynamic also offers extensive support to help you set-up initial campaigns and learn the ropes with contextual email creation. Top brands, like ASOS, Asda and Net-a-Porter are just some of the top brands utilising this great tool. See Net-a-Porter's email example below:

4. Liveclicker

Liveclicker enables retail brands to create engaging, visually-appealing emails with real-time content and live product offer updates, to add relevancy and urgency to email marketing campaigns. 

What does it do?

Liveclicker offers a wide range of live content features for email marketers to help brands deliver effective persuasion tactics.

How does Liveclicker help retailers?

Here are just a few of the dynamic content features available with Liveclicker:

• Live video
• Latest offers and discounts
• Geotargeting
• Countdown clocks
• Real-time inventory and offer updates
• Live package tracking
• Dynamic coupon reveals

You can also create interactive emails that let recipients interact with content directly within email templates. See B&Q example below:

Results

Dynamic content features and interactive emails encourage more clicks, engagement and, ultimately, conversions. Liveclicker is ideal for innovative retail brands and email marketers looking to leverage FOMO and send more relevant, automated emails, which are super-targeted and tailored to subscriber needs.

5. Phrasee

Phrasee is a little different from the other email tools in this blog, as it's a language optimisation tool that uses machine learning and predictive technology to create compelling marketing copy for email campaigns.

What does it do?

If you want to take the heavy-lifting and guesswork out of crafting email subject lines, calls-to-action and even main body copy, Phrasee does this for you. 

How does Phrasee help retailers?

Using artificial intelligence algorithms, the software learns from customer insights to predict what your subscribers will respond well to. Phrasee lets your brand's voice cut through the noise and helps your emails to stand out from the inbox.

Hear from one of Phrasee's many happy customers, Virgin Holidays, on the benefits of the tool for their business:

Results

Phrasee's AI and language algorithms cleverly use audience insights to ramp up the relevancy of your emails, tailor your campaigns and deliver compelling language that increases your key email marketing metrics. Supercharge your email subject lines with Phrasee!

Wrapping up

These dynamic email tools are great examples of how technology can enhance your marketing activities, by using data intelligence to target and delight your subscribers more effectively with meaningful recommendations and timely offers.