THE MARKETER QUARTERLY
SUMMER 2015 26 | MQ
ESP: EXPERIAN MARKETING SERVICES
SUBMITTED BY MOVABLE INK
GOALS: To re-engage dormant customers. The
Boden team created a re-engagement campaign
targeted at high-value customers who had no
sales activity in the previous three months. Leveraging customers’ purchase data, the brand
created unique stories to motivate consumers to
reactivate a relationship with Boden.
CHALLENGES: Boden wanted to reduce the time
spent creating emails. They needed a way to pull
in live content from their site so if a product was
unavailable at the time of email open, it would be
replaced by an alternative product. This required
the ability to implement A/B test in real-time.
RESULTS: The effort was Boden’s best perform-
ing campaign-to-date. It generated a 230 percent
increase in click-through rate compared to other
emails sent that same week. This resulted in a
2,000 percent increase in revenue-per-email with
1 in 10 customers going on to make a purchase.
WHAT WE LIKED: The ability to drive results
with adaptive content technology.