This article is part of a larger series that focuses on diversity and equity in marketing through the amplification of Black and racially diverse authors. As a company, we are committed to identifying actions we can take in the fight against racism and injustice, and elevating BBIPOC voices is paramount to inspiring change. Follow along and read other posts in this series here.
This post is authored by Angela Connor, Founder and CEO of Change Agent Communications.
Marketing, communications and advertising professionals know “the room” I’m referring to very well. From an agency perspective, it’s a room that not many people get the opportunity to spend time in. This is a special room, reserved for the cream of the crop—the persuasive, the impressive, the charismatic, the experts, the leaders. The winners. These are the people who can sell who they are and what they do so well that they are most often on the receiving end of a “Yes,” to their ideas, being deputized as the “Chosen ones,” while all others are forsaken.
If you haven’t figured it out yet, I’m talking about the pitch room: The room where it happens. What begins as an invitation to present in the room evolves into a project that sometimes feels like icing a 35-layer cake, no detail forgotten. Getting there is exhilarating and exhausting. Emotions run the gamut. Sometimes there’s yelling, always a spirited debate, an abundance of late nights and maybe even tears. Stress levels are high because there’s so much at stake when you’re part of the team charged with bringing home the bacon. There’s also some fun leading up to it when you’ve got the right team with the right chemistry, all who are in it to win it.
It’s an honor and a privilege to be on the pitch team. I’ve been on it more than my fair share. I’ve been part of some amazing wins and a few gut-wrenching losses. I’ve traveled on red-eye flights, run full-speed through airports with my colleagues, sat in the back of minivans, crammed in a few sedans, and even rehearsed in hotel lobbies—honing my skills over the years as part of pitches big and small. In fact, I believe that’s one of the reasons I’m good at selling myself and my own agency today. It’s hard to lose a spot on pitch teams once you’re established as being good in the room.
I suspect that, from the brand or company side, it is also a privilege to be in “the room where it happens.” Though it may be daunting to review agency responses, whittle them down to a list of finalists and then sit in on lengthy presentations—all usually within a very compressed time period—and then participate in a huge decision with a ton of money at stake in most instances, it’s an important and coveted position to hold. There, too, you will find the cream of the crop, the leaders, the introspective, the key stakeholders. The decisive, whose input is highly valued by the organization.
Now let me tell you what is missing from this room where it all happens, on both sides: people of color, particularly African Americans. I was always the only one on my side, and of all the pitches I’ve experienced, I know I’ve never seen more than five to seven African Americans total, and I may be exaggerating by one or two.
It was so rare that when I did see someone who looked like me, we usually had a moment. A handshake during introductions that lasted a few extra seconds than the others or a look that had meaning to both of us but that no one else noticed. And on a few occasions after we’d presented, I even got a motherly hug.
For me, it was usually an African American woman, slightly older than me, who would give me what I coined “the sister wink.” I even opened up one day and told a few of my colleagues about this wink, explaining what happens when a Black woman on the brand side would see me, another Black woman, lock eyes and tell me without saying a word how proud and delighted she was to see me—and that her colleagues would see me as well.
Sounds like a heartfelt warm and fuzzy tale, doesn’t it? Well, it isn’t. You know why? Because it’s not right, and the fact that it happens speaks to some of what is very wrong about the lack of diversity in both agencies and marketing teams in companies across the country, which also speaks to the opportunities afforded (or not) to those who could or should be in “the room where it happens.”
For an industry charged with, and supposedly rooted in, connecting brands with their target audiences, the lack of representation of those audiences in the increasingly fragmented, ever-evolving media environment we live in today is stunning. No, shameful.
Oddly enough, if and when there’s a call for a multicultural campaign, the people who match the demographics sometimes magically appear as an option for being in the room, or better yet, a partnership with another agency must be established to make it appear that the agency is diverse and represents the audiences the brand is trying to reach. I know you know what I’m talking about.
It’s a little hypocritical in my opinion to do this, but what’s worse is not learning from having done it. If you come back after that partnership and fail to hold a mirror up to your own organization, ask tough questions, scrutinize hiring and promotion practices, and make diversity and racial equity a priority, you’re contributing to the problem.
Diversity, equity, and inclusion are not and should not be matters of convenience. You don’t parade a group of people out when the RFP (Request for Proposal) calls for it but never consider them outside of that. It must be part of your internal DNA to be sure that everyone can get a seat at the table. Then you must invest in them and prepare them for a coveted spot in “the room where it happens.”
Visit this page to see more in the series, or check back for our next guest post. CM Group is a family of global marketing technology brands including Campaign Monitor, CM Commerce, Delivra, Emma, Liveclicker, Sailthru and Vuture. By joining together these leading brands, CM Group offers a variety of world-class solutions that can be used by marketers at any level. Headquartered in Nashville, TN, CM Group has United States offices in Indianapolis, Los Angeles, New York City, Pittsburgh and San Francisco, and global offices in Australia, London, New Zealand and Uruguay.
This article is part of a larger series that focuses on diversity and equity in marketing, as we are committed to amplifying the voices of Black and racially diverse authors. Follow along and read other posts in this series here.
This post is authored by Kevin Tyler, Insights Director at Ologie.
So, a little background: I was born in Columbus, Ohio, to an extremely light-skinned mother and a much darker father. My mother was so light in fact that, as the story goes, at a very young age I announced proudly to her, after a nap:
“Mom, I’m glad that you and I are white and Dawn [my sister] and Dad are black.”
My mother, who swiftly corrected me as soon as the ‘k’ of ‘black’ crossed my tiny teeth, loves telling that story—even to this very day. It was the first time, as my mother tells it, that she was aware that I was aware of race. She says that, as proud as she was of my observation skills at such a young age, it was also the moment that the world, for me, would never be the same. It was the loss of a certain kind of innocence.
As I continued to grow, other things changed too, of course:
My parents got divorced.
My father married a white woman.
My mother married a black man.
I discovered I was gay.
It’s also important to note here that when I was growing up and finding out I was gay and being raised in predominately white neighborhoods, it meant that I never felt like I fit in. I was too White for the Black kids and too Black for the White kids and too gay for everybody. So, I was just different in a way I couldn’t explain at a young age.
And while this might feel like too much information right up front (I mean, we just met and you already know most of my life story), it’s important to set this groundwork for the conversation we are about to have about some commercials I like to think about in my work.
The short version though is this: the life I’ve lived is the lens through which I see the world.
More importantly though, as it relates to marketing: the life I’ve lived is also the lens through which I see marketing.
In the past eight years, there have been three ads that, for one reason or another have stuck with me. Ads that spoke to those parts of me—the ones described above—that I’d never seen from a brand before. They were ads that made bold proclamations: That everyone sleeps. Everyone eats. And (almost) everyone drives. And that their ads, and by extension, their brands, should reflect that. Those three ads are:
Eight years ago I was in my early-30s and had yet to see a commercial as bold as this one from Sealy. This ad, called “What you do in bed” didn’t just feature a gay couple, it featured an interracial gay couple. And the brand didn’t stop there. They continued with what I still think is one of the first and boldest moves a known brand has ever made: making the viewer imagine a gay couple doing the things couples do on a mattress. It was an important ad for me, as a gay dude in an interracial relationship, to see my life—my story—reflected in a national television ad.
Just a year later came this ad from Cheerios that ended up making national headlines for all of the worst reasons. By way of the dreaded “comment section” the brand was taught that not everyone in the country was used to or approving of, an interracial relationship. The ad (and the response it got) made both the morning and evening news show circuits. But Cheerios stood strong and ignored the criticism. A brand making a move like this meant that it was a brand that recognized relationships and families like mine. And to this day, when I see an ad that features a multiracial family, I think about this Cheerios ad.
The last ad that I carry with me is one from Subaru. It’s an ad that’s not entirely surprising, since the Subaru brand has trained us what to expect: shots of camping, bonfires, forests, and other features of Mother Earth. What made this ad special? The featured couple was Black. For me, it took until 2019 for there to be a black couple to be camping in an ad on my television. It was a moment that actually made me sit up on the couch and stare at the screen. It was important. Not because I love camping, but because it was a new version of a commercial that’s been played to death, and that made it exciting. It was a different version of black people than what we normally see depicted. And that’s what made it so important.
Those ads had an impact on me because the stories they told were, in one way or another, connected to the life I was living or had lived. They were ads where I could see myself—I felt counted and like I mattered. They were ads where I was included.
I work in marketing. I’ve done it in some form or another for about 17 years. I’ve worked in electoral politics, health care, insurance, and now higher education. I’ve worked on all sorts of communication projects for clients of all sizes and kinds.
I’ve been in my fair share of meetings about making commercials or writing marketing emails.
And what I’ve realized about those three ads listed above is that while they are incredibly important to me personally, they are even more important to me professionally. I like to think that the impact those three ads had on me was because of one, brave soul, in one seemingly trivial meeting about yet another commercial.
Don’t get me wrong, I understand that in order for me to have had the experience I did with those ads, a series of brave acts had to occur, one right after another. But that sequence of important decisions may have started with one, thoughtful person.
As marketers, we have great power. We have the power to reinforce messages, or introduce new complementary ones. When I think about how seeing those ads felt for me, even as recently as last year (for that Subaru one), I think about how the decisions I make each day in my job could be impacting someone I will never know.
It’s the butterfly effect.
At a time when the country is having important decisions about race, racism, and inequalities of all kinds, the role of marketing and the people who do it is elevated. We have the opportunity to ask new questions, make new decisions, and possibly change people’s perspectives—every single day.
Listen, I get it. Marketing is or can be gross at times. It can seem like a decision is made simply to make a buck. And while I won’t fight you hard on that (at all), I am a firm believer that while you make that dollar, you can also make some change. The more often marketers and advertisers make bold decisions to actually reflect the diversity and beauty of this country, ads like the ones I’ve mentioned will be once-a-day rather than feel like once-in-a-lifetime.
So what I’m saying is this: Be that brave soul in that seemingly trivial meeting about yet another commercial, and change the world.
Visit this page to see more in the series, or check back for our next guest post.
CM Group is a family of global marketing technology brands including Campaign Monitor, CM Commerce, Delivra, Emma, Liveclicker, Sailthru and Vuture. By joining together these leading brands, CM Group offers a variety of world-class solutions that can be used by marketers at any level. Headquartered in Nashville, TN, CM Group has United States offices in Indianapolis, Los Angeles, New York City, Pittsburgh and San Francisco, and global offices in Australia, London, New Zealand and Uruguay.
This article is the first in a larger series that focuses on diversity and equity in marketing, as we are committed to amplifying the voices of Black and racially diverse authors. Follow along and check back for other posts in this series.
This post is authored by Amma Marfo, a writer, speaker, and digital marketer based in Boston, MA.
As the United States continues to painfully and publicly reckon with its racist origins, you’ll likely see a number of Martin Luther King, Jr. or James Baldwin quotes circling. But my writings today are best summarized by a quote from Marian Wright Edelman: “You can’t be what you can’t see.” Viola Davis invoked its sentiments in 2015, when she—only five years ago—became the first Black woman to win an Emmy Award for Leading Actress in a Drama. As she accepted the award, she said, “You cannot win an Emmy for roles that are simply not there.”
The piece below is an individual reflection I shared with my personal email list, but its reflection questions and calls for visible representation are important for any sort of communication. What does it look like to be seen, and understood, and included in your organization? Can those to whom you write see themselves as part of your world? And how are you working to make it so—not just in optics, but in organizational composition, governance, and impact?
This may seem like a lot of weight to place on a looping image. And in some ways, it is. So diffuse that weight. Don’t leave it to images to show your commitment to equity and justice. Show it in your hiring. Show it in your promotions and leadership structure. Show it in your work every single day. Let the images you use in your communications be but the entry point of your dedication to equitable, just work.
Yes, the pronunciation debate rages on. I’m not here to correct you on it, I promise.
I remember, in my sophomore year computer science class, learning how to make animated GIFs. The technology (in 2005) was less sophisticated, it was used FAR less, and I was only partially paying attention because it was a Wednesday night class and I had vowed loudly to drop it the first time the professor ran long enough that I missed Lost. (He never did, so I didn’t have to.)
But in recent years, I’ve learned to have fun with GIFs, playing with them as a form of expression, a supplement to stories or jokes I’ve wanted to tell, and to share emotions that I—even as a writer—couldn’t always pin down with words.
At some point, the effort felt incomplete. And that realization came in tandem with several other realizations that I shared in my piece for Femsplain, “The Wake Up Call.” The realization, as with many others during that time in my life, was one of representation. When I shared a GIF, it was indicative of what I was feeling, or wanted to say…but it was hard to find people that shared that emotion or sentiment that looked like me. Actually, I’ll own that the previous statement is incomplete. It was hard to do, and I had never considered the implications of why.
My reset is vocal and it is visible. It shows when I seek to elevate the voices of colleagues and leaders in my field of higher education who others might not see. It shows when I help lift black students to their highest potential because I know few others are looking out for them. It shows in small ways, like accenting pithy tweets with GIFs featuring Black faces (which are too hard to find, by the way — who’s working on that?); and it shows in big ways, like forgoing my former “TV Christmas” — the Academy Awards — because I couldn’t see myself in it anymore.
I’m so thankful that conversations are expanding to recognize that being able to see yourself in a piece of art—a book, a film, a TV show—is a right that is extended to far too few people. And the result? When I wanted to express an emotion through a GIF, I was using imagery that featured white males, sometimes white females.
When anyone who deviates from these highly available norms can see themselves in a narrative, in the world, it matters. It matters when Luke Cage allows millions of comic book enthusiasts to see themselves as something other than a sidekick, as the New York Times would apparently rather relegate them. It matters when most actors in high profile roles with disabilities are played by those without—save an exception on this season’s Speechless. It matters when celebrated creators like Tim Burton shirk their ability to create these worlds, leading to responses like this beautiful and heartbreaking thread from one “blerd.” And it matters because, in the absence of proper representation, hurtful and offensive stereotypes can persist unchecked.
My decision to change the way I “GIF” (that’s a verb there) was part of a larger reset, but it’s something I pay far more attention to than most people might think. And luckily, I have an answer to the “who’s working on that?” in Jasmyn Lawson (formerly of GIPHY and now with Netflix), who is very open about the work she’s had to do at GIPHY to make diverse GIFs available for those who shared my concerns. Her efforts, paired with ones like Jesse Williams’ Ebroji and Kevin Hart’s Kevmoji has literally placed a new face on digital expression, and it’s one I’d love to see more of. But in addition to showing others that there are options, there’s another deeply personal reason that the seeds of change in GIFing matters to me.
My friend Matthew opens most of his standup bits by disarming the audience about how they perceive him when he hits the stage. With descriptors like “‘80s movies have taught you not to trust people with my hair and bone structure” and “incorrectly assumed to be a lacrosse player,” he calls out the idea that people who look like him are usually labeled the villain. To be quite clear, he’s not; Matthew is lovely and brilliant and hit the genetic/good human lottery in an embarrassing number of ways. But he looks it. So he closes that portion of his set by saying “I want you to know that I know.”
And to me, choosing to pick GIFs that look like me does that. A big part of the wake-up call that I wrote about earlier this year was about challenging my understanding that I push what many expect of “people who look like me.” In ways small and large, I defy expectations—which is heartbreaking if I think about it for too long. But these small but consistent reminders that I’m as much an Issa Dee as I am a Liz Lemon, as much an Oprah as I am an Ellen, and a Retta more than anything else, remind those around me that I’m not trying to “transcend” or “defy” anything. This is who I am, this is how I see myself, and this is how I want you to see me.
So the challenge that I issue to you this week isn’t as active as usual, but nevertheless: Look around you. Look at the images you see. Who’s elevated? Who’s relegated to second- or third-class status? How do you know? And what can you do to even the playing field, from the picking of a GIF to the elevating of a voice?
Visit this page to see more in the series, or check back in a week for our next guest post.
Liveclicker is part of CM Group, a family of marketing technology brands focused on changing the world of business. Campaign Monitor, CM Commerce, Delivra, Emma, Liveclicker, Sailthru, and Vuture compose CM Group, and each brand is supporting the battle against racism by elevating the voices of Black and indigenous people of color.
How do we look?
We’re ecstatic to finally be taking the wraps off our total makeover of the Liveclicker web experience. Our new look and layout make it easier for marketers to get the help and information you need to level up your email marketing with moment-of-open personalization.
The biggest differences you’ll see as you click around the site? For starters, a fresh new look and attitude that better aligns to our focus on service, along with a smoother, more user-friendly mobile experience.
Our commitment to provide better service, results and communications with our customers remains steadfast.
Every step of our site and brand update has been designed to help you find information, guidance and support to get the most out of your experience with moment-of-open personalization. Thank you for being our inspiration to never stop improving!
Editor’s Note: This post was originally published on the Litmus blog.
If you utilize Litmus Builder to build and code your emails and use Liveclicker to power dynamic content in your campaigns, you’ll love Liveclicker’s newest Chrome extension—RealTime Email Content for Litmus Builder. The new extension integrates Litmus Builder with Liveclicker, making it easy to access and embed real-time content without toggling back and forth between tools.
We sat down with Jen Fahey, Director of Product Management at Liveclicker, to get the scoop on the brand new extension:
What’s RealTime Email Content for Litmus Builder?
It’s a Liveclicker integration, delivered as a Chrome extension, that provides email developers a fast and easy way to access powerful real-time content right from within Litmus Builder.
What’s your motivation behind building the extension?
We know a lot goes into building great emails, and we’ve built this integration to make life easier for email developers.
Before this extension existed, a developer would need to log into Liveclicker’s RealTime Email platform, find the campaign for which the real-time content embed tag was needed, copy it, and toggle back to Litmus Builder to add the code. While hardly arduous, it wasn’t the ideal workflow. With this new integration, developers can save time and more readily access the personalization capabilities that Liveclicker is known for—all from within the comfort of their favorite development environment.
How does the RealTime Email for Litmus Builder work?
The extension is integrated into Builder projects and snippets, so email developers can easily access Liveclicker embed codes while coding email templates.
Once the Extension is installed, new Liveclicker buttons within the Litmus Builder interface allow developers to retrieve a list of all live Liveclicker campaigns, so they can easily add the embed tags for those campaigns into the HTML. And if you’re using LiveData—that’s Liveclicker’s analytics feature—you can easily add that through the extension, too.
Check out the video above to see the extension in action.
How can you download the extension?
RealTime Email Content for Litmus Builder is available on the Chrome store. We’d love for you to give it a try and let us know what you think! If you have any questions or feedback, please don’t hesitate to reach out to us at email@example.com.
Organizations of all types must do all they can to attract and retain new customers. So many companies create so many messages, promotions and offers for email, social media, web, mobile, and other channels. But so many aren’t successful because the messages aren’t as relevant as they could be.
Being able to send a targeted, personalized message that actually resonates with customers and prospects is critical to success. In fact, the ability to send relevant, highly targeted messages could be the silver bullet to attracting new customers, winning their business, and strengthening your bottom line.
Yet the question remains: why don’t more organizations do all they can to create more relevant – more engaging – emails?
A closer look at customer retention
Sometimes it’s not as easy as you might think. For example, consider the case of customer retention.
Targeting existing customers (and even those who might have just left) is a common strategy and one that makes business sense. Research shows that it costs five times as much to acquire new customers than to retain them. However, targeting this group must be done carefully, and traditional approaches don’t always work.
A full 51 percent of marketers believe that email list segmentation is the most effective personalization tactic. Yet now, new approaches – and new technology – can help create more relevant email experiences.
For example, Liveclicker’s RealTime Email solution enables marketing teams to embed a live image with a promotional offer and deliver a “we-miss-you” message. This creative targets customers in every email, yet only appears to recipients who fall within certain parameters.
The company can determine what the parameters are – for example, targeting users who haven’t opened emails, or those who haven’t clicked through to the site in a certain number of days, weeks, or months.
The use case
In another use case, a retailer might target former customers with the help of live images.
A retailer can analyze a pool of customers who had previously purchased items, but had not visited the site or opened emails in the past several months. This resulting group of customers would be the ideal group to target for additional sales opportunities. And if the brand has the vital information, including contact details and past purchasing information, there’s a good chance that this segment will be easier to win back than it would be to win new customers.
The right approach leads to the right results
The retailer would then use the LiveImage capability within RealTime Email to embed an image in the email campaign. It would contain a promotional offer and a specific win back message for target customers in every email, but would only display them to recipients who fell within certain parameters.
This innovative approach would allow the retailer to reach specific subsets of customers with a targeted message and special offer. Increasing personalization and relevancy helps engage customers and increases the likelihood of them purchasing additional products. As mentioned earlier, retaining customers reduces the cost of customer acquisition and increases the lifetime customer value – critical wins for any organization.
In using tools such as Liveclicker’s RealTime Email, any organization can present special, highly targeted email offers and best position themselves to accomplish their specific marketing goals.
Learn more about how Liveclicker can help you achieve this with RealTime Email.
Think quick: Are you ready for the GDPR?
If your first thoughts were “no,” or “I don’t know,” (or even “What is GDPR?”), the good news is that you’re not alone. Many companies simply don’t know enough about this new regulation, and what they need to do to prepare now.
To help, we wrote this article to provide a general overview of the GDPR and how it could affect your organization. We also give you a checklist of many actionable tips and strategies you can follow to begin your GDPR preparations now. Disclaimer: When considering how to deal with issues of a legal nature, we always advise consulting with qualified counsel. You should not interpret these tips to be substitutes for real legal advice provided by your legal department or outside counsel.
If you’re looking for information about what Liveclicker has done to achieve compliance and how this benefits our customers, you can find it in this blog. (For all of this information, all in one place, please request Liveclicker’s GDPR Overview document from your Liveclicker account development manager or sales rep, as appropriate. )
What is the GDPR?
The General Data Protection Regulation (GDPR) is a regulation that is intended to strengthen and unify data protection and privacy controls for all individuals within the European Union (EU) by mandating stricter data collection and storage practices.
GDPR will be legally binding and enforceable beginning May 25, 2018 and will have costly penalties for those companies that fail to comply. For example, any organization that has a presence in the EU or the UK could face a fine of €20M or four percent of total annual revenue (whichever is higher) for non-adherence to the core principles of processing personal data, infringement of the rights of data subjects, or the transfer of personal data to countries or organizations that do not ensure an adequate level of data protection.
If your company does business with citizens in the EU, the GDPR could definitely affect your organization. Yet the GDPR is not just a concern for organizations based in European countries. For example, U.S. laws now allow EU countries to create class-action lawsuits against U.S. companies, which may have to be defended in each country. Additionally, 29 U.S. states now have similar laws and can impose fines within 30 days of a breach where personally identifiable information (PII) is lost or exposed.
If your organization collects email addresses from EU citizens or sends commercial email messages to EU citizens, you could be at risk.
As a result, understanding GDPR – and doing all you can to prepare – is vital to make sure you’re in compliance.
A GDPR checklist: Follow these steps to achieve compliance now
According to the GDPR, any company that collects data on EU citizens (such as email addresses) and decides how that data is used (such as sending email to EU citizens) is an entity known as a “Data Controller.”
If your organization is a Data Controller, you need to take steps to achieve compliance with the GDPR:
We hope this information is valuable as you begin to consider and implement GDPR strategies that are right for your organization.
Find more information about what we’ve done to achieve compliance, how this benefits our clients, and ways you can reap the same benefits here.
We’re proud to celebrate three of our clients for creating email campaigns that really sizzle. These winners of the third annual Marketer Quarterly Awards displayed creativity, innovative real-time personalization, and an outstanding strategy that delivered results. We’re honored to work with them and excited to share their winning emails.
The Marketer Quarterly Awards recognize brands, their technology partners and agencies for being ‘the best of the best in email marketing’ in several different categories. Nominees are judged by analysts from The Relevancy Group on a variety of attributes including relevance, utilization of data, creative, strategy, and results, among other category-specific characteristics.
Take a look at the advanced experiences our clients offered through their inventive use of Liveclicker’s RealTime Email platform.
Best Loyalty Member Email/Offer: U.K.
Celebrity Cruises used loyal guests’ treasured memories to personalize nine different content elements in one email and prompt travelers to book their next voyage.
Goal: To make loyal customers feel special and to engage them with personalized messages.
Challenges: Making each message unique to each individual guest by reliving their entire journey with the brand.
Solution: The company partnered with Liveclicker to creatively pull and render the dynamic data fields of the message, making each message completely unique to each customer.
Results: The campaign received the highest engagement rates of any of their campaigns in 2017, and it generated nearly three times the revenue as compared to their standard emails.
Best Welcome Email/Email Series
ESP: Salesforce Marketing Cloud
Stella & Dot added a “Hand Picked for You” section to their emails using specific content from the opener’s browsing history, as well as live promotions and featured photography to better serve its customers and increase email engagement.
Goal: To improve customer experience by ensuring consistency between the website and emails, while showcasing items of interest to each individual consumer.
Challenges: On the website, a consumer could interact with up-to-the-minute product photos posted by its community of stylists, but in email the imagery became dated as new posts were added. Email could also feature products and promotions that were outdated.
Solution: Using Liveclicker’s RealTime Email functionality, the retailer can ensure that images and offers shown in email are always relevant and up-to-date.
Results: The brand saw a 3.31x increase in click-through rates, and live product photos are now featured in more than one third of emails. They are also able to feature personalized product recommendations based on consumer behavior.
Most Innovative Email: Entertainment
ESP: Cheetah Digital
Using LiveReveal and add-to-calendar interactivity, LEGOLAND was able to instill the fun of a LEGOLAND experience in email and create the most successful Black Friday and Cyber Monday emails in the company’s history.
Goal: Surpass last year’s sales using email as the primary driver of sales, as well as increase email subscribers.
Challenges: They began with a very basic email presented to an unsegmented list, but wanted to stand out in busy holiday inboxes.
Solution: Using Liveclicker’s technology, LEGOLAND added a scratch-to-reveal element to their emails, as well as add-to-calendar functionality, to develop an interactive pathway to purchase.
Results: The resort saw a 3x increase in clicks and doubled sales from the previous year.