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Basic/ Excerpt...
Agile email creative means creating and curating email content not before send, or at send (with automated or dynamic content) but at the moment the customer opens or re-opens an email.
This agile creative allows the marketer to change pictures in an email depending on time of opening, location of opening (via IP address), weather in that particular area, or the device the email has been opened on.
Movable Ink is a company currently providing this technology as part of its email build and insights platform, a layer that sits on top of a company's email service provider.
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There are so many creative yet data-driven ways to deploy this type of content delivery. It's akin to having a live line of communication directly with the recipient at the time of opening. I would love to provide the user with the ability to send an email to a box, and have it respond with the latest content, aka live content on-demand.