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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The events of this year have retailers extra reliant on email, but there’s no reason to reinvent the wheel. By putting a twist on six tried-and-true tactics — think personalization, showcasing popular products and treating loyalty like royalty — you can keep your email program fresh without a full refresh.
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We’ve assembled some of the most effective and achievable workflow hacks at a time when marketers are under pressure to perform with dwindling resources. Discover the ‘secret weapons’ innovative marketers at some of the world’s leading brands use to do more with less, save time, and avoid losing their minds.
In this workbook:
Many retailers are counting on this holiday season to make up for lost ground, but consumer behavior is fundamentally changing. With advanced personalisation, marketers can scale up communications in an uncertain environment and inspire confidence in their customers to shop through the Christmas season.
In this lookbook:
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 Bond Brand Loyalty and TrustedHousesitters as they drive big business results and stand out among the competition with advanced personalization.
Liveclicker’s capabilities are the perfect way for Bond to stand out and provide a competitive differentiation in email services from other agencies. Using dynamic content, they were able to drive significant incremental growth in critical campaigns for their clients. Thanks to the user-friendly nature of the platform, the development team significantly cut down on time and resources required to build engaging email elements.
A huge benefit we see with Liveclicker is the time savings to production. Once we started using it, we discovered how easy it was to implement the features.
~Vivian Li, Marketing Automation Manager
Bond Brand Loyalty wanted to offer increased personalization and dynamic email options to their clients without having a significant increase in production time. To excellently serve a variety of clients, they needed to implement a tool that would allow them to easily execute on their creative dynamic content ideas without huge added costs and production time.
Bond is so excited to use more advanced personalization, it created a ‘super email’ featuring 14 different personalization elements to showcase its creative new capabilities to clients and prospects.
TrustedHousesitters brought authentic, emotional engagement to the inbox by making clever use of the video medium to increase engagement, build a community, and inspire trust among their subscribers.
When the brand needed a way to persuade members who were yet to take the next step and use their service consistently, TrustedHousesitters realized they needed users to fully understand the platform and feel safe using it. This meant addressing people’s hesitations with having a ‘stranger’ in the home — a key business challenge preventing potential members from deciding to trust the platform and therefore convert.
The solution was an authentic video of real TrustedHousesitters members discussing house and pet sitting. This was the first time both owners and sitters were filmed together, and the candid video revealed the ways in which they communicate and bond before a sit starts.
Rather than clicking out to a landing page, the marketing team embedded the streaming video directly into the email, providing a seamless customer experience and amplifying the message’s viewership. The result was a huge lift in engagement, conversions, and customer responses.
Become an Email Innovator yourself with these potent tips and takeaways:
Advanced personalization makes you stand out in the inbox and marketplace. As we learned from Bond Brand Loyalty, few organizations are delivering the kind of advanced personalization that truly engages customers. Use it to get a competitive edge!
Use video to express complex emotional messages. When you’re trying to build trust and confidence to act, few media are as effective and flexible as video. TrustedHousesitters showed how an authentic, empathetic video incorporated into their email was enough to help hundreds of users feel more comfortable about welcoming ‘strangers’ into their home.
Don’t make things harder than they need to be. Implementing advanced personalization or embedding streaming video 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.
Many retailers are counting on this holiday season to make up for lost ground, but consumer behavior is fundamentally changing. With advanced personalization, marketers can scale up communications in an uncertain environment and inspire confidence in their customers to shop through the holidays.
In this lookbook: