Every email marketer wants to deliver unique, personalized experiences to their audience. To do it right, it takes time, the right resources and a customer-first mindset. In this session, you'll hear how Redbox has implemented a series of automated, personalized messages to drive a 1:1 customer experience.

1. “You Talkin' to Me?”
How Redbox personalizes its emails to 40
million subscribers.
Jennifer Partin
Sr. Manager – Email Marketing, Redbox

2. 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

3. Redbox Email Program
• Email Safe List: 40MM
Subscribers
• Promotional and transactional
• Personalized title
recommendations
• Retailer cross-sell promotions
• Loyalty campaigns
Now what?

4. 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!

5. 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?
1 2 3

6. 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

7. Team Collaboration
• Email Marketing
• CRM
• Analytics
• Creative

8. White boarding
• Topics
• Day of week
• Time of day
• Incentives
• Length of Journey
• Creative execution
• Execution – Automation Studio or
Journey Builder
Timing – 1 month

9. Execution (4 Months) – Automation Studio vs. Journey Builder

14. 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

15. 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

16. Recap
Planning and Team
Participation
White boarding and
creative design
Execution
Goal planning and
measurement
1 2 3

17. What’s Next?
• Subject Line Testing
• Time of Day/ Day of week
Optimization
• Audience Testing
• Offer Testing
• Creative Testing

18. Questions?

19. Thank you!
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September 15-18, 2015 | San Francisco, CA