Refinery29, TechStyle Fashion Group and General Assembly Included Among EIS Awards Finalists
Refinery29, TechStyle Fashion Group, General Assembly. They’re three drastically different companies that use email marketing in different ways. One thing they all have in common is using doing so exceptionally, as evidenced by all three brands being named finalists for a collective total of seven EIS Awards.
Because email is such a crucial channel — every dollar spent sees an ROI of $38, according to the Data & Marketing Association — MediaPost launched the EIS Awards last year to recognize the best of the best. Deemed “outstanding email marketing programs and initiatives undertaken by brands and their agencies,” inaugural winners included American Express’s Your Business By The Numbers newsletter, a Royal Caribbean campaign with dynamic pricing, and Olive Garden’s Meatball Day promotion.
A jury will select winners at the EIS Cocktail Party in New York City later this month. Before then, here’s a summary of what made our favorite finalists stand out. MediaPost members can also weigh in on their favorites; vote here!
Refinery29: Best Email Newsletter; Wildcard
Refinery29’s wildly popular Money Diaries feature, in which millennial women track their spending for a week, began as a simple email newsletter with one diary featured each week. There was a larger opportunity to include more content, driving more site traffic and generating greater revenue. Refinery29 aimed to improve engagement by customizing content, subject lines and email send times based on each user’s preference.
With Sailthru’s Recommendation Manager, the publisher was able to make it happen. Recommendation Manager allows customers to strike the perfect balance between algorithmic personalization and content curation. This way, publishers like Refinery29 can send highly personalized email newsletters, while still highlighting high-priority content. Doing so, Refinery290 increased its active, engaged user base by 86% in a single year.
TechStyle Fashion Group: Loyalty or Membership Programs; Retail; Transactional/Ecommerce
Personalization is the hallmark of the customer experience for TechStyle Fashion Group, the parent company of JustFab, ShoeDazzle, Fabletics, FabKids and Savage X Fenty. The five subscription-based retailers onboard new customers with detailed quizzes about their sizes, preferences and even celebrity style inspirations.
That data lives in robust profiles, which Sailthru’s artificially intelligent solutions helps TechStyle brands use to further personalize every interaction. They send emails with the Sailthru platform that are personalized based not only on behavior, but interest. For example, JustFab calls out customers’ most-purchased product category in email subject lines and hero images with dynamic categories. This minute change — say, promoting animal print with “Bags and More in Prints That Roar!” as opposed to “Prints That Roar!” — helped increased JustFab’s click-to-open rates by 4.2% and drove conversion-per-click rates by 9.6%
General Assembly: AI/Machine Learning/Data-Driven Marketing; Lifecycle Programs
General Assembly teaches tech skills to companies and individuals alike, helping them stay competitive in the digital economy. But with a lean marketing team, General Assembly struggled with audience acquisition and retention. Using Sailthru’s Lifecycle Optimizer, the global education company evolved its email program, which previously involved time-consuming, manual workflows. (Local teams would pre-course assignments to new students individually.)
Designed with fully-integrated artificial intelligence, Lifecycle Optimizer enabled General Assembly to automate and personalize its email marketing, improving lead generation and curbing cancellation rates. As a result, product marketing has improved, increasing leads for their highest-value full-time career accelerators by 12%.