“In an often disconnected digital world, we wanted to stand out and create a personal human connection. Persado was the tool that enabled us to empower that personal connection—an emotional connection to people who are more than just an email address.”
– Isaac Hyman, Senior Manager of Email Marketing & Retention, Adorama
Heavyweight Amazon has moved the competition for product off Google. Nearly 47% of US internet users started product searches on Amazon, according to a May 2018 Adeptmind survey. About 35% turned to Google first. Adorama, a large electronics retailer, decided to combat this challenge head-on through experimentation, personalization, science and technology. And all of this was done with the customer front and center.
When Adorama began to notice product searches were shifting to Amazon, they explored other avenues. Their email team was driving revenue and increasing results 30% year over year.
“Most of that is really due to understanding our customers, being more customer-centric, being more obsessive over our subject lines [and] our content,” said Adorama Senior Manager of Email Marketing Isaac Hyman.
The results were significant, and Adorama was ready to optimize them.
“That’s what prompted the idea that we should test different subject lines. [We asked] what’s the best way to do that scientifically?” recalled Adorama Chief Marketing Office Lev Peker.
Since launching their first campaign, Persado’s marketing AI technology, which generates language for any channel tailored to any audience and brand, has done more than help Adorama understand what language resonates with particular audiences. Persado has also empowered the Adorama team to maximize email open and click-through-rates, impacting both acquisition and retention efforts.
Persado is now an integral part of their personalization and testing strategies.
Hyman noted that Persado helped the team marry their creative efforts on subject lines, marketing and design. “Using Persado has…[allowed] us to build out even more capabilities as we empower the creativity of our customers."