NASCAR wanted to capitalize on personal, interactive birthday messaging. Compared with traditional email marketing, these special personalized messages boast 179% more unique clickthrough rates and 342% more revenue. While NASCAR’s static emails and unique discounts encouraged fans to celebrate themselves with a gift from its Shop, the brand didn’t see expected engement rates. Working with Sailthru and Liveclicer, personalizing the emails allowed NASCAR campaigns to improve conversions. The results produced $310,000 attributable sales, 14.6% open rate, and 22.7% higher click-to-open rates.