Jordan Cohen Joins Movable Ink
By Ken Magill
Email marketing veteran Jordan Cohen has signed on as vice president of marketing for dynamic content enabler Movable Ink.
Previously, Cohen was vice president of business development for mobile subscriber acquisition firm Pontiflex.
Cohen has also had stints at Pivotal Veracity, Goodmail, Epsilon, Bigfoot Interactive and the Direct Marketing Association.
New-York-City-based Movable Ink allows marketers to serve dynamic content in email messages based on when the message is opened, where and other variables.
While two-year-old Movable Ink isn’t the only company enabling dynamic content in email—ActivePath is another—it is believed to be the only one that doesn’t require recipients to download anything in order to receive the content.
“Basically, the entire time I’ve been in this industry we’ve been sending email the same way,” said Cohen. “The marketer creates the message, sends it and whether the recipient clicks it right away or hours or even days later, whatever the marketer set the message to be, that’s what it’s going to be.
“Movable Ink allows the content to be relevant at the time of open rather than the time of send,” said Cohen. “Movable Ink works across every platform without the consumer having to lift a finger.”
The technology also doesn’t require email service providers or Internet service providers to install anything, he added.
“We basically have a tool kit that allows marketers to drop in lines of code that will enable their email to be richer,” he said. “People putting together email campaigns have been working from a monochromatic palette for years. Movable Ink is about expanding that palette.”
For example, he said, Movable Ink allows the delivery of live maps so, say, a Starbucks could deliver a buy-one-get-one-free email to recipients’ mobile devices with maps to the nearest locations.
“That’s exciting stuff that wasn’t possible before,” Cohen said.
Movable Ink also claims to allow senders to add Tweets to emails, countdown clocks, live web-page content and live local inventory. It also claims to allows sender to tailor email content based on local weather.
The company took a significant step in gaining traction in May when ESP Experian CheetahMail announced it would begin offering Movable Ink to its clients.
"These new applications will help our clients deliver a unique experience and bring their email subscribers one click closer to a conversion," said Daniel Schotland, vice president of business development at Experian CheetahMail, in a statement.