On June 12 and 13, 2024, Emarsys went live with the Omnichannel and AI Masterclass, a digital event featuring fireside chats and expert-led sessions from digital leaders who are blazing a trail in the world of omnichannel marketing. If you missed it you can access it all on-demand for free now.
But for an even more immediate marketing inspiration, here’s a recap of three of our favorite sessions!
How Molton Brown drives engagement by embracing sustainability
A company’s values around sustainability are powerful influencers of customer behavior and loyalty. Put simply, many consumers want to know they’re doing business with a company that cares about the planet. Since 2019, sustainability has been one of Molton Brown’s top priorities.
In this session, Molton Brown’s Senior Business Transformation Manager (Cosmetics), Naresh Krishnamurthy, was joined by Sunny Sangra, Director of Sales Enablement and Partnerships at Sinch. Among other unique insights, they talked about how Molton Brown embraces ESG both in terms of the technology choices the company makes, and how the brand creates content and deploys campaigns that increase average order value by 22%, purchase frequency by 38% and customer value by 68%, all the while focusing on sustainability.
“Customers are not only just buying the products. They also want to know how sustainable it is.”
– Naresh Krishnamurthy, Senior Business Transformation Manager (Cosmetics), Molton Brown
How Huel is driving profitable, scalable growth through customer advocacy marketing with Mention Me
Huel’s Global Head of CRM, Tash Reynolds, and Mention Me’s Director of Strategic Partnerships, Kat Wray, hosted this session and shared insights on how they managed to get 22% of their customer base sharing and recommending the brand to their friends and contacts, activating their fans to drive retention, loyalty and profitable growth.
The session provided a wealth of ideas. Here are some stand-outs:
“Paid channels aren’t going anywhere, but if you think advocacy first, you’ll have superior economics as a brand and be able to drive truly profitable, sustainable growth.”
– Kat Wray, Director of Strategic Partnerships, Mention Me
“Your customers do a lot more than buy from your brand. Who are your advocates? Who is spreading the word and driving organic growth? If you can get your customers to do this on your behalf, it’s the most valuable form of marketing.”
– Kat Wray, Director of Strategic Partnerships, Mention Me
How Replacements, Ltd. plates up traditional and digital marketing to serve a broad demographic
Replacements, Ltd.’s Ecommerce Marketing Manager, Amy Childress, was joined by Kara Lewis, Attentive’s Lead Client Strategy Manager, to discuss how Replacements Ltd. leverages customer data and the right mix of channels to bridge the gap between traditional and transformative marketing.
The whole session is worth a watch for the many insights this brand has on its unique demographic. Here’s one key quote:
“I would say the first thing is to understand your customers’ interactions with SMS and to really start A/B testing early. Test SMS vs. MMS, send times and days. Some people may not interact at 10:30 in the morning and 7:00 p.m. is better.”
– Amy Childress, Ecommerce Marketing Manager, Replacements, Ltd.
These are just a handful of the sessions from the Emarsys AI & Omnichannel Masterclass that are now available on-demand. Register now to get access.
