Sailthru and TechStyle Fashion Group Win Digiday Technology Awards
By Mike O'Brien | August 22, 2019
Say you start counting right now, maintaining a pace of one number per second. Provided you don’t lose any time sleeping, in approximately 9,000 years, you’ll reach 293 billion, which is how many emails we send and receive every single day. To even hope to catch consumers’ attention, every brand needs a great email marketing platform, which Digiday defines as… well, Sailthru.
We’re thrilled to announce that we were named “Best Email Marketing Platform” in the Digiday Technology Awards! These annual awards celebrate those companies “modernizing media and marketing.”
What set Sailthru apart is the way our platform combines automation and personalization. Nothing illustrates this better than our work with TechStyle Fashion Group, the winner of Digiday’s “Best Digital Retail Technology” award.
How Teamwork Helped Sailthru and TechStyle Succeed
TechStyle is the parent company of five online subscription retailers: JustFab, ShoeDazzle, Fabletics, FabKids and Savage X Fenty. From the very first interaction, these retailers collect data to personalize the customer experience with style quizzes that gauge customers’ sizes, lifestyles, preferences and even celebrity fashion inspirations.
With robust user profiles on each customer, JustFab understands the difference between a handbag shopper and a handbag lover. Combining that data with Sailthru’s Email Manager, JustFab engages customers by personalizing every aspect of its email messages.
Personalized subject lines generate higher opens and JustFab takes that beyond the customer’s first. Instead, when the retailer promoted animal print, the handbag lover received “Bags and More in Prints that ROAR!” while a customer whose preferred category is shoes saw “Heels and More in Prints that ROAR!”
JustFab tested these subject lines against something generic: “Prints that ROAR!” Though it’s a small detail, including shoppers’ favorite category in the subject line drove more clicks in email and subsequently, onsite. As a result, the brand experienced a 56% increase in revenue per thousand emails sent (RPM). In the email body, JustFab also utilized dynamic categories to ensure customers see their preferred product categories in the hero image.
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