Hickory Farms sees 150% uplift in email opens using View Time Optimization (VTO) for business-critical holiday campaigns


Hickory Farms is a seasonal business, generating a majority of their annual revenue in the last six weeks of the year with much of their online revenue coming from the email channel. In order to meet their revenue goals, Hickory Farms must ensure their emails are seen by standing out from other retailers during a time where inboxes are extremely crowded.


Using Validity’s exclusive technology View Time Optimization (VTO), Hickory Farms can reach their customers the moment they are active in their inbox. This helps their holiday campaigns stand out from other retailers to drive increased customer engagement and conversions during a crucial time for their business. Hickory Farms also uses Everest by Validity to get a complete picture of their email marketing performance within a single platform.


Using VTO, Hickory Farms saw the following results for their most important email campaigns of the year:

  • Cyber Monday campaign: 150% increase in opens, 146% increase in clicks
  • Black Friday campaign: 80% increase in opens, 101% increase in clicks

“I’m impressed by the whole platform. It’s great having everything in one place instead of working with five different partners, it’s intuitive, and, as a small department, it’s helped streamline my work tremendously.”



Jen Partin
Sr. Email Marketing Manager, Hickory Farms

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