Creative marketers are using the Liveclicker platform to push the boundaries of what’s possible with email, finding new ways to engage customers, and make their teams more efficient. In this edition of Email Innovators, we highlight the work of Food Network, Chipotle, and ChowNow as they drive big results and craft irresistible email promotions using advanced personalization.
Whether you’re passionate about meal prepping, finding new recipes, or just watching the world’s best chefs in action, Food Network’s mission is to make the world a better place one kitchen at a time. And it’s accomplishing this goal through a unique combination of welcome emails and moment-of-open personalization.
Based on when and where a new subscriber opens their email, content is dynamically updated to deliver the most relevant and engaging interaction possible. Trending recipes, blog posts, Instagram photos, and a full, localized television programming schedule are delivered directly to someone’s inbox—putting the best of Food Network’s content in front of subscribers soon after signup.
When thousands of fans started asking if its annual Boorito celebration would be cancelled last Halloween, Chipotle knew there was an opportunity—and appetite—for more online engagement. Especially after seeing the success of several virtual trick-or-treat events.
In a year where most events were postponed or canceled, Chipotle made sure this fan-favorite event wouldn’t fall victim to the pandemic. Personalized emails, text messages, and social media posts that contained unique promo codes for BOGO entrees helped the brand bring a new level of fun, entertainment, and—most importantly—engagement to its Boorito event.
To enhance its customer experience, ChowNow wanted to send every client a personalized monthly dashboard breaking down their performance and platform usage. But building, updating, and delivering these data-driven emails was going to be a massive undertaking for its marketing team to handle.
So, the brand turned to Liveclicker for help. And through our automated workflows and dynamic content tools, its clients now enjoy a customer experience that delivers the monthly performance data insights they’ve always wanted.
And the best part? These monthly wrap-up emails don’t take any extra work to produce. Through Liveclicker, they’re automatically generated to deliver real-time results, platform performance insights, loyalty program membership trends, and more inside one message.
Become an Email Innovator yourself with these relevant tips and takeaways:
Embrace change. Every day, the end of COVID-19 gets closer. But that doesn’t mean all the changes stop. As audience and business needs evolve, your ability to pivot at the drop of a hat has never been more important. Being able to segment readers based on where they reside is an extremely valuable first step to not only deliver more relevant content, but to engage with customers and learn about changes before they’re mission-critical.
Encourage omnichannel engagement. Slowly but surely, the world is getting back to normal. But online engagement is here to stay. So, you need to have a plan in place for reaching and converting omnichannel shoppers into loyal subscribers.
Design with flexibility in mind. Agility is one of the biggest advantages any business can have. Especially when combined with personalized content. Email templates and pre-written messaging are easy wins that can keep your company nimble regardless of the challenges it encounters in 2021.
After a year where brick and mortar stores were shuttered and online shopping skyrocketed, consumers are receiving an overwhelming amount of email marketing messages. To have any hope of cutting through the clutter and catching customers’ attention, retailers must embrace email personalization.
Done well, email personalization helps mid-market retailers challenge industry juggernauts like Amazon. This guide, based on the exhaustive research behind Sailthru and Liveclicker’s fourth annual Retail Personalization Index, outlines the strategies, tips, and trends you can use to grow revenue and become globally competitive.
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Sailthru and Liveclicker joined forces to bring you the fourth annual Retail Personalization Index — the industry’s most detailed, consumer-driven research into the brands personalizing their customer experiences best.
In a year unlike any other, retailers had to pivot quickly to survive. But this year’s Top 100 brands did more than survive — they thrived, experiencing growth and cementing new loyal customers for years to come. The ability to move at the speed of the customer — to engage individuals wherever they are — is what sets them apart from the rest.
Download the 2021 Retail Personalization Index today to learn:
The past year has been one change after another. New challenges. New processes. And never-before-seen ways to get the job done. For retail, business as usual went out the window months ago.
As life begins to open back up in 2021, new buyer behaviors, priorities, and preferences will set a higher standard for your customer experience. And value-based personalization is your best option to deliver the meaningful, engaging interactions your brand needs.
Download the 2021 Retail Personalization Index Consumer Survey to discover:
The marketing experts at Theorem and Liveclicker joined forces to share proven best practices for personalization, interactivity, accessibility and more.
In this guide you will learn:
Creative marketers are using the Liveclicker platform to push the boundaries of what’s possible with email, finding new ways to engage subscribers and make their teams more efficient. In this edition of Email Innovators, we highlight the work of Rover, NASCAR, and BrandsMart as they drive big results and craft irresistible email promotions using advanced personalization.
Rover had a question: Would dynamically personalizing email content based on customers’ dog breeds drive more sales for the Rover Store? And could the team pull that off without developer resources? With Liveclicker, the answer was yes.
Rover used the Liveclicker platform to deliver dynamic hero images featuring dog breeds specific to the opener, and using Liveclicker’s A/B testing capabilities, tested this campaign against a generic email template. Both emails featured calls-to-action to visit the Rover Store, where people could buy “proud dog parent” merchandise such as t-shirts, pillows, mugs and other breed-specific swag. The result? Pet parents love personalization. The personalized hero images delivered a whopping 80% more revenue than their generic counterparts.
The results weren’t as obvious as one might think, however. Upon first glance, it initially seemed the generic hero outperformed the personalized images because it experienced a larger open rate and more site traffic.
But with a little digging, the team found that the personalized email drove more revenue. Both groups had comparable average order values, which means the personalized email inspired action from far more customers. It’s a good reminder to always dig a little deeper into the data—engagement metrics don’t always tell the whole story.
Email marketers know the importance of testing, and Liveclicker’s user-friendly platform drastically reduces the time needed to deploy a campaign, which requires no tech and no developer resources. As a result, Rover is able to perform 200% more tests with Liveclicker than they were able to do with their previous vendor.
NASCAR knows the power of a birthday email. While the team was already seeing great results from timely and personalized offers, they thought adding a bit of fun and interactivity to their messages could increase engagement and make a big impact on their bottom line.
Using the Liveclicker platform, NASCAR took its messaging above and beyond, turning a simple birthday discount into a birthday surprise. With Liveclicker’s A/B testing capabilities, NASCAR tested a static image against a “peel-to-reveal” mystery offer. Both emails offered discounts, incentivizing customers to click through to the shop. However, the peel-to-reveal email transformed the passive promotion into a tactile, engaging experience that openers loved.
The results exceeded expectations. Compared to the default campaign, the peel-to-reveal campaigns on average saw a 19.20% increase in CTR from April-July 2020 and a 2.9% increase in clicks. Year over year, NASCAR saw a 94% increase in conversions and a 308% increase in revenue.
BrandsMart USA relies on a robust marketing strategy for welcoming new customers and keeping in touch with its loyal audience. After noticing a dip in engagement, along with the revenue that engagement brings, the brand needed a platform that offered marketing teams easy solutions for building engaging, dynamic campaigns without excessive training.
By implementing Liveclicker to deliver real-time content to their customers, BrandsMart was able to craft a weekly deals campaign that showcased the latest deals (without the painstaking hassle of building new content from scratch each week).
“We initially started with Liveclicker on their pilot program to prove its worth for the company. We immediately saw the benefit with time and cost savings it had on our teams. With such dynamic capabilities and the ease of use from setup to execution—the benefits quickly outmatched the cost. As a company we were able to save on production time, making go-to-market even easier than before.” —Bryan Persad, Director of Email
The marketing team at BrandsMart found that the robust offerings in the Liveclicker platform allowed them to implement a wide variety of dynamic content and advanced personalization without slowing down production times: a win for customers and marketers alike.
Become an Email Innovator yourself with these relevant tips and takeaways:
Test, test, test. A great idea is just the beginning. Never be afraid to test a variety of approaches to see what works best. Using a platform like Liveclicker can make that testing easier and more efficient, allowing you to optimize your campaigns more quickly.
Engaging experiences are more effective. Finding ways to engage your audience, whether that’s through interactive experiences like NASCAR’s peel-to-reveal, or through personalization like Rover’s personalized dog breed images, an engaged audience is more likely to act.
Don’t make things harder than they need to be. Implementing dynamic content into emails campaigns is challenging and time-consuming if you’re on your own. All of our Email Innovators used an advanced personalization platform to save time and make achieving their objectives easier.
Curbside pickup and buy online, pickup in-store (BOPIS) have never been more popular, with consumers “clicking and collecting” 78% more than they were pre-pandemic. But as these shopping behaviors become more prominent, it’s a mistake to think of them as yet another shopping channel.
The customer is the channel. Together, Sailthru and Liveclicker have identified four unique customer personas — the new shopper, the loyal customer, the BOPIS beginner and the pickup pro — with best practices for massaging your messaging when engaging each of them.
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Creative marketers are using the Liveclicker platform to push the boundaries of what’s possible with email, finding new ways to engage subscribers and make their teams more efficient. In this edition of Email Innovators, we highlight the work of Hot Topic and Visualsoft as they drive big results for clients and craft irresistible email promotions with advanced personalization.
Hot Topic runs creative ‘mystery scratcher’ email campaigns that invite subscribers to open to discover a special deal or personalized discount. But maintaining the back-end technical infrastructure that produced unique coupon codes was tedious and time consuming, and the campaigns were missing a key element to make their tantalizing mystery experiences truly irresistible: interactivity.
Dynamic content helps us personalize at scale and keep customers engaged. With interactive offers, we’re able to keep customers coming back to email as a source of information and entertainment. Plus, with Liveclicker, we got an entire day of work back!
The Hot Topic team transformed its passive promotions into engaging, tactile experiences with clever use of Liveclicker’s dynamic content capabilities. Now subscribers tap, click, or ‘scratch’ to reveal their customized offer, adding an element of excitement and agency to the tantalizing mystery experience.
The Liveclicker platform also streamlined the generation and management of personalized coupon codes, leading to tremendous savings in time and resources. The new approach to these campaigns is now not only much faster and more flexible; it drives far better marketing results
Visualsoft regularly innovates creative new solutions for its clients’ many marketing challenges. For example; when FitKit UK needed a deeper understanding of subscribers so it could send them more relevant content, Visualsoft presented an elegant solution: simply ask them!
Visualsoft helped design a campaign using interactive, dynamic polling embedded right in emails to directly ask subscribers about their needs and preferences, to great success. Email’s flexibility and unmatched 1:1 messaging capabilities made sending questions to individuals and receiving discrete responses back easy and scalable.
Using interactive in-email polling generated with the Liveclicker platform, Visualsoft was able to easily assist its client in gathering critical data, which has already driven huge growth in content effectiveness and email KPIs.
Become an Email Innovator yourself with these potent tips and takeaways:
Interactivity is key. Traditionally, email has been a relatively “flat” and passive one-way marketing channel. But as we learned with Hot Topic, unlocking interactive experiences with dynamic technology can make your campaigns far more engaging and effective.
When in doubt, ask. Want to know what subscribers think and want? You could go through some complex and expensive data-collection exercises…or you could just ask them. A simple embedded email poll is a great way to learn more about your audiences and, as Visualsoft showed FitKit UK, it can leads to huge improvement in conversion metrics.
Don’t make things harder than they need to be. Implementing dynamic content into emails campaigns is challenging and time consuming if you’re on your own. Both of our Email Innovators used an advanced personalization platform to save time and make achieving their objectives easier.
Leading brands across industries incorporate live data feeds into their emails to increase engagement and improve key metrics. Draw inspiration and guidance from these high-impact use cases to enhance your own email live streaming marketing performance!
In this lookbook:
Feed your emails, feed your results. Learn how in this lookbook!
When a design system is built with personalization at the forefront, the one system allows for infinite outcomes. With these dynamic elements that customize everything from weather forecasts to package tracking in real time, the moment-of-open technology does all the work, allowing email marketing creatives to spend their time doing what they do best.
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