Sony Computer Entertainment Europe Limited takes advantage of triggers with live content to help drive email opens. Michael Le, senior CRM executive at the company, revealed this in a panel at the
Email Insider Summit in Switzerland today. He said that the company pulls updated images in real time into its triggered email content in order to simplify the process of building out dozens of
versions of emails.
Le said that time of day Sony sends emails at the time the customer is most likely to open the email based on their past actions. Therefore, the company
uses send time optimization to help drive consumers to open their emails.
The company is also optimizing their emails for mobile devices since 50 percent of its users open on
mobile devices. To achieve this, they created a flexible template that renders on mobile devices.
To keep its data current, Sony is currently testing console communications in
the UK. This means that unresponsive customers will get a message on their console inviting them to update their out-of-date email addresses.