The moment of interaction . For example, I can open an email about a flash sale when there are 2 days left until it starts or I can open it when there are only a few hours left. In this case, it will be a matter of adapting the content to the two “time contexts”. In these cases, the resource of a countdown timer is very useful. Another example is that a user may open an email during the week, when nigeria business email list there is less traffic in physical stores, or at the weekend, when there is more traffic. Depending on the context, it would make sense for the user to find content that would induce them to go shopping on a Saturday afternoon or to buy in an e-commerce site.
The place of interaction . Emails can be opened from the workplace, from home, or in a different city if I'm traveling. Let's say we are a retailer with physical stores spread across a territory. If a user opens an email from a city where we have a physical store, we could show them the closest one on a map.
The operational circumstances of the business . Our users may open an email showing products on sale when there is inventory, and then reopen it a few days later when that inventory has changed. Depending on the conditions of this business context, we could display, in real time, the products that are in stock at any given time.
There can be multiple contexts. What we are talking about when we talk about contextual email marketing is determining which elements are most significant when determining a context and using those that are “operationally” more agile and give better results.
To illustrate these ideas, we have reproduced here some examples of contextual email marketing that we found interesting.
vueling_context
In this example from Vueling we see the use of a countdown timer in which the user sees the time left until the end of the offer. It is a way of increasing the sense of urgency and keeping the user's attention during the campaign.
Source: Movableink
Source: Movableink
This is an example of contextual email marketing based on geolocation. The user finds a map with the physical locations where they can redeem their points. Depending on the place (physical context) from which they open the email, the closest locations are displayed at that time.
Source: KickDynamic
Source: KickDynamic
In this example, the products that the user finds when opening the email are inserted as they appear in the e-commerce. If a few days after the campaign and for inventory reasons, the products change in the e-commerce, when the user opens the email again, they will find the contents in the email updated.
