MIO: Dynamic Images in Email- The Next Old Thing?

I felt compelled to write something work related and semi-smart after making my first post a personal one. ****Have you ever tried to use dynamic images in an email?***


I spoke at a conference a few weeks ago and found myself answering questions about "new" trends in email. The challenge I had answering these questions was that every single one of these was not really new. They were new 9 years ago, then they all died somehow, and now they are coming back as new.


I wasn't sure if I should be frustrated that no one paid attention to them 9 years ago, or happy that the world recycles and a new opportunity is presenting itself for some very cool ideas to have a second chance.


One of the ideas that I am referring to is the idea of using dynamic images in your email. This is something really quite simple, but powerful. in your email, you code to hold an image (like a picture of a pair of shoes that have a discount code in the image - ex. SH20). When your recipient gets the email and opens it, they see a discount code on a great pair of shoes. They go shopping at your site and file your email away in a folder.


The next day, when they open the email back up, the shoes are GONE. Instead, in the very same email, there is another image showing up. This time it is a sweater with a new code.


How ever did this magic happen? Simple... On the server, the image of the shoes is replaced.


This tactic works really well. It keeps people engaged for weeks at a time for the same email. It generates a ton of FTAF and word of mouth. And, it drives brand loyalty with 0 cost.


If you tried this tactic 9 years ago when a few companies actually built products around this concept- I'd love to hear from you. If this is new to you but you are going to try it, I would love to hear the results.


Tactics and ideas like this one really do create a fun and value-added experience that we, as consumers really enjoy among our busy crazy lives.


Other "new" old things I see coming back to life include:

Video playing inside email
Commerce inside an email
Preference Centers
Viral campaigns (now using social media instead of email sends)
Link-based analytics
and 3rd party monetization efforts



I guess it's like they say in