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You Talkin' to Me? How Redbox Personalizes its Emails to 40 Million Subscribers
Redbox personalizes its email marketing to engage 40 million subscribers using tailored recommendations and loyalty campaigns. The program has achieved a 54% lift in open rates among new customers and enhanced online engagement significantly. Future strategies include testing subject lines, optimizing send times, and further refining audience targeting.
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You Talkin' to Me? How Redbox Personalizes its Emails to 40 Million Subscribers
- 1. “You Talkin' toMe?” How Redbox personalizes its emails to 40 million subscribers. Jennifer Partin Sr. Manager – Email Marketing, Redbox
- 2. About Redbox • New-releaseDVD, Blu-ray Disc® and video game rentals • 35,000 US locations • 68% of people in the US live within 5 minute drive of a Redbox • Rented more than 4 billion discs to date
- 3. Redbox Email Program • Email Safe List: 40MM Subscribers • Promotional and transactional • Personalized title recommendations • Retailer cross-sell promotions • Loyalty campaigns Now what?
- 4. Opportunities – whatyou might not know… • Surprise! Redbox has a website! • Did you know you can reserve online? • We have a text club! • Rent and Return anywhere! • We have video games! • Redbox Play Pass earns you FREE rentals!
- 5. Building our journeys Planning-define areas of focus Team collaboration- Who should be involved? White boarding- defining the steps of the journey Creative design Goals development How to measure success? 1 2 3
- 6. Planning Objective: Engage withRedbox customers in a personalized and timely manner through a series of messages based on customer behavior. Targeting: New, Active & Lapsed customers Areas of Focus: • New customer experience • Online reservation conversion • Mobile engagement • Games engagement • Reactivation of lapsed renters Timing – 1 month
- 7. Team Collaboration • EmailMarketing • CRM • Analytics • Creative
- 8. White boarding • Topics • Day of week • Time of day • Incentives • Length of Journey • Creative execution • Execution – Automation Studio or Journey Builder Timing – 1 month
- 9. Execution (4 Months)– Automation Studio vs. Journey Builder
- 14. Measurement 50 % Mailvs 50 % No Mail • New audience weekly for 4 weeks Measure Lift Rents/Rev/KPIs • Play Pass enrollment • Online reservation • Text club enrollment • Blu-ray/Game rentals
- 15. Results • 5 customemail journeys built in 6 months • 54 % lift in open rates among new customers • 39% increase in online engagement and 2.5% increase in loyalty program sign-ups • Overall increased awareness of mobile and games
- 16. Recap Planning and Team Participation Whiteboarding and creative design Execution Goal planning and measurement 1 2 3
- 17. What’s Next? • SubjectLine Testing • Time of Day/ Day of week Optimization • Audience Testing • Offer Testing • Creative Testing
- 18.
- 19. Thank you! Text CNX15to 727272 for a FREE One-Night Movie Rental!
- 20. Join Us ForDreamforce 2015 September 15-18, 2015 | San Francisco, CA