you talkin' to me? how redbox personalizes its emails to 40 million subscribers
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“You Talkin' to Me?” How Redbox personalizes its emails to 40 million subscribers. Jennifer Partin Sr. Manager – Email Marketing, Redbox
About Redbox • New-release DVD, 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
Redbox Email Program • Email Safe List: 40MM
Subscribers • Promotional and transactional • Personalized title
recommendations • Retailer cross-sell promotions • Loyalty campaigns
Now what?
Opportunities – what you 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!
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?
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Planning Objective: Engage with Redbox 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
White boarding • Topics • Day of week • Time of day • Incentives • Length of Journey • Creative execution • Execution – Automation Studio or
Journey Builder Timing – 1 month
Measurement 50 % Mail vs 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
Results • 5 custom email 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
Recap
Planning and Team Participation
White boarding and creative design
Execution
Goal planning and measurement
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What’s Next? • Subject Line Testing • Time of Day/ Day of week
Optimization • Audience Testing • Offer Testing • Creative Testing