• by Ray Schultz , September 17, 2020

Brilliant Earth, a retailer of ethically sourced jewelry, says it has boosted its email conversion rate and clocked other improvements since selecting Sailthru as its marketing automation provider. 

The firm now has “a customer ecosystem with email as a key part,” states Lisa Perlmutter, vice president of ecommerce at Brilliant Earth, in a Wednesday announcement.

Among the enhancements are those resulting from A/B testing and personalization. 

Brilliant Earth moved to the Sailthru platform in March, at the start of the COVID-19 crisis. This added urgency to the tasks of finding the right messaging strategy. 

The firm is now “testing new strategies to increase engagement with their customers, especially on email,” states Monica Deretich, lead retail advisor to Sailthru.