Torrid, Hot Topic See Top Honors for Email Performance

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Congratulations to Sandra Cordero, CRM manager for women’s apparel retailer Torrid, the 2020 winner of the Email Experience Council’s 2020 Stefan Pollard Award. Sandra is a good friend to Liveclicker, and her work and leadership are well-deserving of this honor.

Image from EEC

The Pollard Award is the most prestigious award in the email industry. What makes it unique among industry awards is that the email marketers who win it not only have to develop innovative campaigns but must also show that their strategies and tactics drive real results for their companies. 

That’s what Sandra was able to do with Torrid since she joined the women’s apparel retailer in 2016. Working closely with her team and Liveclicker, Sandra has proved again and again how innovation in email can drive revenue and performance for her company.

Her initiatives have contributed to a 44% increase in redemption rate and a 44% increase in revenue from digitizing Torrid’s omnichannel bounceback program. The email program itself has seen a 119% increase in total program revenue over that time, representing consistent double-digit growth year over year. 

“Working with Sandra and her team has been a reward in itself. She has an eye toward innovation and improvement that leaves no stone unturned. She’s so deserving of this award, and Torrid has the email performance to prove it,” Brooke Schommer, Account Development Manager who has worked closely with Sandra, says.

Sandra isn’t the only Liveclicker client whose work was recognized this year by the EEC. Faith Bukauskus of Hot Topic was an award finalist as well.

“Faith exhibits a fantastic can-do spirit that brings success to every project she touches, and has driven so much success for Hot Topic with her email programs,” Brooke says.

As a strong supporter of email for more than three years, Faith has driven double-digit returns in annual growth for the last two years. She reinvigorated Hot Topic’s email initiatives program and re-engineered the Black Friday plan, which included sending more activity-based personalized messages earlier in the season to warm up clients.

Torrid and Hot Topic in action

If you follow our blog or read our case studies and white papers, you’ve seen the innovative ways both Torrid and Hot Topic have used advanced personalization and moment of open technology to make their emails more engaging, useful and compelling for their customers. 

One of Sandra’s big successes was a total makeover of Torrid’s loyalty program that included developing a monthly rewards statement with personalized content based on behavior and rewards for members at each tier of the program. Customers love the email – it generates over-the-top opens and clicks – and have come to rely on it to track their status in the loyalty program.

Hot Topic was able to use dynamic content to solve a perennial problem – email recipients who click through on a tempting offer, only to find the product sold out or the promotion had expired. The brand now uses dynamic images and moment of open technology to substitute new images or offers if the original ones are no longer available.

What would Stefan say?

Stefan’s friends and co-workers remember him as a tireless supporter of email innovations that produce better experiences for customers and stronger results for brands, as well as email education to improve the entire practice of email marketing. 

We think he would be proud of Sandra and Faith and how they have adopted new uses of technology to create better experiences for their customers and their brands.

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Gretchen Scheiman serves as Liveclicker's Senior Director of Marketing. She is fortunate to work with an amazingly talented team to build and manage a growth engine across all levels of the marketing funnel, for an innovative global brand.

Gretchen Scheiman
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