Last modified February 11, 2021 by John Mcgrath

Movable Ink

Movable ink logoMovable Ink is a cloud-based software platform that offers digital marketers a way to create compelling visual experiences. The Movable Ink platform activates any data into real-time, personalized content in any customer touchpoint.


  • An active Movable Ink account.
  • To support rich media push notifications, your app must be running a minimum version of Swrve SDK 4.11. We recommend upgrading your app to the most recent SDK version.
  • For iOS apps, you must also add a service extension in your SDK integration. For more information, see the iOS integration guide.

Send a Swrve push notification with Movable Ink content

Create a campaign in Movable Ink

  1. From the Movable Ink home screen, create a campaign and select Push as your channel.
  2. Start creating your blocks of content by uploading static image assets, selecting reusable blocks of content from the Media Library, or by creating new content using an App from your App Library.

For more information on using Movable Ink to create content, visit the Movable Ink Support Center.

Get the Movable Ink image source URL

  1. Once you’ve configured your Movable Ink campaign, go to the Finish & Export tab to export your creative tag.
  2. Copy the Image URL (the src of the img tag) from the creative tag.

Image Source URL

Insert image source into Swrve campaign

  1. In your Swrve push campaign, enter the image source URL in the Image URL (multi-platform campaign) or Media URL box (iOS only campaign).
  2. Alternatively, use the image URL for platform-specific media.
    • iOS: Select Add iOS-specific media, then enter the URL in the URL box.
    • Android: Select Android options, then enter the URL into the Large icon or Extended icon URL box.

Personalize Swrve campaigns using Query Parameters

Use Swrve’s dynamic user properties with Movable Ink’s query parameters to personalize images in your push notifications and transform your campaigns into highly personal experiences for each consumer.

Create merge tags and define query parameters in Movable Ink

  1. When creating a campaign in Movable Ink, select add merge tags.
  2. In the Edit Merge Tags panel, set your query param and merge tag using the Swrve personalization syntax, ${user.<user_property_key>}. Note that Swrve overrides the merge tag value with the appropriate user property value when sending the push notification.
  3. Select Add Target, and add a targeting rule using the query param rule type and merge tag you created. For more information on using query parameters in targeting rules, see Contextual targeting rules examples.
    Add query param targeting rule
  4. Copy the image source URL, complete with the merge tag.
    Merge tag URL with query parameter

Personalize the image source URL in your Swrve campaign

Enter the Movable Ink image source URL into the appropriate URL box as described above in Insert image source into Swrve campaign.

Add fallback content to your personalized campaign

By default, Swrve doesn’t send a personalized push notification to a user if they’re missing the value for the selected property. To send the notification, use static fallback text in place of any missing property value. Furthermore, you can link that fallback text value to fallback content when creating your Movable Ink campaign.

Create fallback content in Movable Ink

Create an additional target using the Query param rule and set the value to “fallback“. set query param to fallback

Apply the fallback value to your Swrve campaign

There are two options for adding fallback text to the Swrve query parameter in your campaign.

Enter text manually using Swrve’s fallback syntax

In your Swrve campaign, update the Swrve query parameter that you added as a merge tag in Movable Ink to include a fallback value using Swrve’s fallback syntax. For example: ${user.favorite_team|fallback=”fallback”}.
query parameter fallback value

Insert fallback value using Swrve’s Insert Property dialog

  1. Alternatively, you can set a fallback value by removing the Swrve query parameter you added as a merge tag within Movable Ink and selecting Insert property.
    Insert user property
  2. To set the fallback value, select property fallback support and Add custom text, then set the value to “fallback”. Add custom fallback text

In the above example, “fallback” is used as an example static value. You can set any desired value as your static fallback text, as long as it does not match any other possible value for your user property, or is not being used as a value in any other targeting rule.

Using Movable Ink deeplink URLs

Movable Ink campaigns generate tracking URLs to record push notification engagements. To keep the user in the app after they engage with a push notification, Movable Ink recommends using to convert these tracking URLs into multi-platform deeplinks. For more information, see the Movable Ink – In-App Messages guide.

If you do not need to track clicks in Movable Ink, you can set up deeplinks using a static URL in Swrve.