New York City-based Movable Ink describes agile email marketing thus:
Rather than being frozen in time when the marketer hits “send”, emails become containers for live content that adapt to when, where, and how recipients open and interact with messages. Building relevant communications becomes easier for the marketer, and results in deeper engagement with the consumer.
Movable Ink offers this explanation of changes in email marketing:
Yes, perhaps paleontologists and other scientists may be dismayed slightly by the depiction of linear evolution through the black icons on the left of the pink arrow, but Movable Ink is up to something nifty, isn’t it?
ZURB, an innovative product design company in Campbell, California, announces Ink, a framework, not a mere set of templates, for responsive email. Ink is not available just yet, however. Here are excerpts from a 4 November 2013 ZURBlog article:
A little over a year ago, we started to notice that more and more people were reading our monthly email newsletter on their mobile devices. With a growing audience of readers on-the-go, we made our email newsletters responsive. And that mobile readership has only grown since then — now nearly 50% of our readers open our emails on a smartphone or tablet.
We took what we learned and released a series of responsive email templates, but they didn’t get along with Outlook. Now we’re poised to release a new responsive email framework that’s Outlook-ready.
Since we launched our templates last year, we’ve worked hard to develop the content that goes into an email newsletter. We realize that marketers need to worry less about technical gotchas and more on the content. A responsive email framework helps with that more than a template could. Ink, which will be released soon, is a framework, not a series of templates. Think of it as Foundation for emails. [Note: Foundation is ZURB’s popular framework for responsive web sites.]
While Ink is not yet available, you can stay informed of its development by subscribing to a monthly update.
ZURB offers a monthly update about its coming responsive email framework, Ink.