CASE STUDY
Hickory Farms sees 150% uplift in email opens using View Time Optimization (VTO) for business-critical holiday campaigns
Challenge
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.
Solution
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.
Results
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
Related Resources
Webinar
The State of Email Marketing – Study Result
Our email experts discuss the results of our latest report and share strategies to help improve your email performance
Blog Post
Send Time Optimization is Old News
Understand the difference between Send Time Optimization and View Time Optimization.
White Paper
The Culmination of Return Path’s and 250ok’s Climb to Peak Performance
Learn how Everest became the most comprehensive solution for email marketers
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