Efficiency Unleashed: Automation Hacks to Save Time and Resources

Efficiency Is the Name of the Game

Every marketer is looking to get a higher yield on their investment. Whether it’s in time or effort, they are always hoping to maximize their output. While the reasons for this sentiment are clear, how are marketers going to engage their customers and create tailored experiences with the same amount of resources? Ideally, you don’t—instead, you should be putting in less effort than your current manual workflow demands to enhance your personalized messaging.

This efficiency-first mindset is what brought Bluevine, Claire’s, Faherty, NFL, Global Hotel Alliance, and Tiffany & Co. success across the board—both in time savings and customer delight. It’s time to get  a behind-the-scenes look at how they did it.

Bluevine’s Personalized Blog Feed

Website resources like blogs and case studies are a gold mine for marketers. It’s the best spot to educate customers on a brand’s key offerings and products, or highlight their unique value in the marketplace.

This is all the more true for Bluevine, as every customer using the banking solution will naturally have questions as they navigate often complex financial landscapes. 

To ensure their customers stayed on the pulse of all of Bluevine’s resources, the brand included an automated blog feed in each of their emails. Not only is this module powered by a website data source—meaning that no additional labor was needed to populate the latest posts—the team was also able to tag their articles so that each customer could receive a personalized feed depending on whether they were a lead, client, or somewhere in between.

The Omni-Channel Initiative With Claire’s

There are some shopping experiences that simply can’t be replicated online—getting free earrings with your piercing is one of them.

As Claire’s is known for offering such services and acts as a hub for tweens to both shop and hang out, the brand knew that using their digital communications to drive foot traffic was a needed step. To do that without adding hours of effort to their team’s plate, Claire’s turned to automated apps and location targeting.

Depending on the customer’s location, Claire’s automated regionalized information twice in their email. Near the top, it featured the best deals available to customers in that area, and near the bottom a local map was displayed to show them the nearest store. As an added personalized touch, the copy in the sales module adapted based on the customer’s recently abandoned items. Coincidence that Claire’s has seen a 242% lift for in-store sales? We think not.

Loyalty Lifts With Faherty

Sales and discounts aren’t the only way to entice customers. For rewards members, bonus points are often enough to do the job.

Despite countless customers and various loyalty statuses to keep track of, Faherty was able to display personalized banners by simply inputting the right information into their tech stack to create some data visualization magic.

Whether the customer had points to earn or dollars to redeem, Faherty kept customers in the loop on their status to ensure they made the most of their membership. Relatively low effort garnered major results for the Faherty team, as they saw a 53% lift in CVR and a 20% lift in CTR when they A/B tested this revamped, data-driven loyalty banner.

Dynamic Data Visualization With Global Hotel Alliance

Who saved almost two-days’ worth of manual effort? None other than Global Hotel Alliance. To drive engagement and strengthen loyalty, the travel and hospitality brand wanted to create an account summary module to display each member’s tier, points balance, expiration information, and current progress to the next status level.

To make the module dynamic and constantly relevant, the brand used data visualization and dynamic image capabilities, creating a fully personalized email that was always updated at the moment of open. Global Hotel Alliance saw truly stellar results from this campaign, with a 170% lift in CTR and 45 hours of production time saved.

NFL's Shopping Season

Nothing says you’re a true fan quite like wearing a t-shirt that says so. The NFL knows that football fans want to show off their devotion to their favorite teams, so the brand used a CSV functionality to automatically display the most relevant products to each customer.

Along with the personalized product recommendations, the NFL also used this opportunity to showcase official fan registration and additional media sources to further solidify loyalty. With all of these engagement-enhancers combined, the NFL drove an impressive 101% lift in 1:1 channel revenue YoY and 155% increase in site visits via email.

Tiffany & Co.’s Commitment to Personalization

Every brand talks about personalizing their messaging, but Tiffany & Co. is personalizing every touchpoint, from emails to the products themselves.

Whether it’s leather bags, fine jewelry, or fragrance bottles, the brand used Movable Ink and their ESP data to engrave each client’s initials on the product. In addition to the easy breezy personalization, this automated move allowed Tiffany & Co. to make the most of each creative asset, rather than creating a net-new image for every customer—a nearly impossible task.

Tiffany & Co. saw incredible results from this initiative, especially during key holiday seasons like Valentine’s Day or Mother’s Day.

Embrace Efficiency With Ease

With automated data tools, enhanced tech stacks, and content personalization engines, marketers can drive incredible results without hours of time-wasting manual effort. To discover more automation-driven possibilities, explore the related resources below.

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