Open Time Content - Overview

Open Time Content offers a variety of widgets that you can add to your email campaign to display different types of content, dynamically updated when recipients open the email. Here are just a few examples of how it can transform your messages:

Emarsys Open Time Content widgets are content placeholders, embedded as HTML tags in email campaigns to provide dynamic content, in real time, as customers access the email. This content can be taken automatically from your website, product feed or social feed and then further personalized to the customer’s context or behavior at the point of opening. All content is always delivered in the form of an image file, usually with an associated click-through URL.

Open Time Content widgets are easily created within the Emarsys user interface. Each widget results in an HTML tag that can be simply pasted into your email template; from then on the tag does the work.

Widgets can be used in multiple campaigns at the same time, and can be grouped together for easy overview and reporting.

For an easy overview of how OTC widgets are created, watch this short animation:

• Always relevant – Since content is taken live from websites, social feeds and product feeds it will always be in season, on trend and up to date. You can set up automated programs and forget about them, confident that they will be as relevant in six months are they are today.
• Personalized engagement – Take personalization beyond simple preferences and tailor it to the time and place where the customer interacts with your brand.
• Stock management – Always promote the latest products and offers at the time of access, with no extra effort. Automate stock clearance campaigns to pick the right items to promote, every day.
• Better Marketing ROI – Deliver high-quality emails more frequently without increasing your budget or headcount. Open Time Content has an intuitive user interface which lets you set up your rules in minutes.
• Better engagement – Give your customers an engaging email experience each and every time an email is opened, and watch the results improve. Open Time Content is known to increase CTRs by 20% on average.

Very. After this has been enabled for your account, it is simply a case of designing your widgets, getting the HTML tags and adding them to emails, which takes literally minutes. 

To get started quickly with Open Time Content you should familiarize yourself with the terminology the product uses.

• Campaigns – Before you can create a widget you must create a campaign. This is a top-level category for the widgets and groups them together for reporting so that you can measure their combined effectiveness in relation to a single marketing goal. Campaigns can be thought of as the equivalent of Automation Center programs and we recommend that you use (wherever possible) the same names as the programs which contain the emails where the widgets will appear.
• Mailings – After you have created a campaign you must create a mailing before you can build a widget. We recommend that you name the mailing after the email campaign where the widget will finally be used. In this way you can track all the widgets used in each email and view the reporting for all of them together. A campaign may contain many mailings, in same way that an automated program may contain many emails.
• Widgets – These are the containers for the tag. They are equivalent to a section in your email, and are the real estate within the email content where the dynamic content is displayed. Each widget must belong to one mailing.
• Tags – These are snippets of HTML code which are the result of every widget you create. You add these to your email content and, when the email is opened, they pull in the relevant image from the Open Time Content servers and display it. Please note that tags will continue to reference the same image even after you delete the widget that generated them.

Please read the following limitations and known issues regarding the Open Time Content widgets.