• by OMMA Editors , September 11, 2021

The 2020 holidays sure looked… different. With the quarantine weight gain, it was ever more prescient to keep all of the comfort foods light. Silk sent an email with unique and lighter seasonal recipes while incentivizing customers with a coupon. The email included a personalized subject line depending on the customer’s interests, which were divided into groups. These preference-based emails containing relevant content to the audience drove higher open and click rates than the generic control group, significantly outperforming it.