MailChimp has announced today that its users can now insert dynamic text link ads to their email campaigns using LiveIntent. The company, which offers email-marketing services through its email platform, said that the new offer would enable users to better monetize their email campaigns without necessarily having to hard code the ads into the email, as it was before.
LiveIntent is an Internet marketing company that offers a real-time ad platform for email to users. Using what they call “LiveTags”, LiveIntent is able to serve dynamic ads that are contextually relevant to the viewer according to the time, location, audience and more. For example, if an email optimized with LiveTags opened in the morning, the ads served will have something to do with breakfast perhaps, while if the same email were to open in the evening, it will serve ads that have to do with dinner.
MailChimp, in a press release announcing the partnership, said the partnership would make it easier for MailChimp customers to serve highly relevant and targeted ads while still being able to retain control over their mailing lists from within MailChimp.
Furthermore, MailChimp added that publishers would be able to reserve ad space for themselves, or auction the entire email ad space. Email has higher click-through rates compared to other media owing to the personalization and directness of email; something MailChimp hopes its customers will take as an advantage.
To install LiveTags, MailChimp users must create an account with LiveIntent. They then just copy an HTML “merge tag” generated within LiveIntent to the applicable MailChimp email template. Content will then automatically populate in their newsletter as a user sells ads space within LiveIntent.