If you’re a retail marketer, you may not think you have much to learn from finserv campaigns—and vice versa. But often, the best ideas come from looking outside your industry and adapting those strategies to suit your own customers.
Featuring MAC, Pandora, Southwest, Wayfair, and Wells Fargo, this blog is sure to leave you feeling inspired and ready to borrow fresh ideas from a new industry for your next campaign.
Brushing Up on Modules
When marketers hear “template,” they might think of boring, cookie-cutter sends that lack personalization. But MAC’s dynamic, modular approach proves otherwise.
MAC built reusable, evergreen blocks controlled by logic and time-targeting. For example, the header could switch between a loyalty banner and a promotional message, while the footer featured a loyalty progress chart, an API-powered store locator, and a collapsible brand equity banner. With this core structure in place, true artistry, creativity, and testing could flourish—without the constant manual lift.
This campaign underwent more than a cosmetic shift—it drove real lift, with a 14.3% increase in AOV while sending 50% fewer emails.
Year-in-Reviews That Hit a High Note
If you work in marketing, chances are that you deploy a year-in-review every December. Customers from every industry love that extra insight into their activity, and often get the extra nudge they need to complete an action before the year runs out.
Pandora Radio sought to maximize this already popular campaign by making it more efficient, scalable, and engaging. Rather than relying on slow, extensive IT resources, they used their flexible martech stack to quickly evolve from in-app-only messaging to an omnichannel approach.
Execution was smoother than ever, even with an impressive 6X increase in scale. The expanded reach paid off, driving significant gains in listening time and reactivation across all audience segments.
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No matter your industry, keeping pricing relevant and accurate is both essential and challenging. When relying on manual effort and static emails, customers are bound to open messages with outdated information that no longer matches your site.
Real-time pricing is especially important for larger purchases like flights. That’s why Southwest Airlines uses live pricing and flight data in their Daily Abandon Browse emails. By activating the PROS airWire API as a data source within Movable Ink, they could automate real-time fares that stayed accurate at the moment of open.
With this enhanced experience, Southwest Airlines increased shopping visits by 36% and bookings by 22%, along with a 26% lift in passengers booked when tested against their initial static sends.
Animated Attention-Grabbers
Sometimes the simplest additions produce the greatest results. Whether it’s gamification, animations, or a little bonus offer, adding that cherry on top for your campaign can make your products stand out from all the rest.
That’s what Wayfair did for their product recommendation messaging. They traded the standard static grid for a personalized, animated experience that customers loved. Using the data from the customer’s most recent purchase, Wayfair added an engaging gif in their email headers that showcased products that would pair perfectly.
A personalized gif was the perfect way to grab attention above the fold, and this small but mighty addition resulted in a 12% lift in orders and a 23% lift in revenue.
Personalization Playbook
As the campaigns above prove, automated personalization is clearly worth the investment. But oftentimes, getting key stakeholders on board can feel like a tall order—a hurdle that the team at Wells Fargo cleared with ease using these key steps:
Set the Stage. Change is a team sport, which means enlisting key coworkers is a must. Marketers can build buy-in by hosting mini summits to share strategic insights and participating in job shadowing to fully understand every person’s role. Don’t forget to recognize your team’s contributions and wins along the way.
Grab the Cash. Every new idea requires time and budget. Understanding the budgeting process and evaluating current marketing performance can help uncover existing inefficiencies that are leaking revenue—making room for new, high-impact investments.
Clear the Hurdles. Every new idea will undergo criticism, so prepare for it beforehand. Whether the team is overly comfortable with the status quo or competing priorities are muddying the waters, finding and answering those queries before you present is critical to success.
Personalization Succeeds in Every Industry
As these brands prove, dynamic personalization is a must-have for every marketer. It speeds up processes, scales experiences, and increases engagement across the board.
Activate your data into personalized content in any customer engagement. Get a demo to see why the world’s most innovative brands rely on Movable Ink to drive customer engagement and accelerate their marketing performance.
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