The UK’s much loved and popular high street fashion retailer, Oasis, credits data driven video email marketing specialist Playable and AI marketing platform Emarsys for driving innovation in its email channel through the introduction of responsive, embedded video available immediately upon opening to deliver enhanced personalisation, at scale, to Oasis’ increasingly digital-first consumer audiences.
Thanks to the use of responsive video, overall revenue and engagement rates have skyrocketed for Oasis. In one email campaign, emails that featured responsive video drove an extraordinary 175% increase in revenue over those in which video didn’t feature. Overall customer engagement was also significantly improved, with video-led campaigns delivered through the Emarsys platform leading to a 20% rise in click through rates.
“At Oasis, we know that video is an incredibly popular and important media format amongst our customers thanks to the consistently impressive engagement we’ve seen through the platform. Our challenge was to find a way to introduce it into our email campaigns. We therefore wanted a partner that would enable us to embed and edit video into our email campaigns, and in doing so drive significant shifts in engagement and response” says Sophia Holland Thomas, digital marketing manager at Oasis.
Oasis was already producing a significant amount of video for its social channels to better engage its audience there. This content was performing incredibly well, delivering strong engagement, but the reality was that it couldn’t display video in the same way in its email channel, which typically delivers more of its marketing communications to customers and contributes a significant portion of its online revenues.
The brand needed to find a way to get video into this hugely important channel in a way which was consistent with its customers’ brand experience across other channels. “In the past we have used GIFs within emails, which worked relatively well to tell a story, but we were looking to introduce bigger and better movement to our content to tell richer and more consistent stories, which is where Playable came in. They say that if a picture is worth a thousand words then a video is worth a million, and Playable enables us to quickly and easily configure our video content to embed edited highlights into our emails. The Emarsys platform then provides the intelligence to ensure our content is delivered to the right people at the right time, and in the right format, to generate positive interactions and drive interest in our brand”, explains Holland Thomas.
Oasis launched a collaboration with Frankie Bridge from The Saturdays with a video email teaser comprising playfully edited snippets of the longer film, that gave enigmatic clues as to who the new capsule collection ambassador might be. It allowed for more artistry than a typical email campaign could, and by leveraging the data analytics, campaign delivery and strategy capabilities of Emarsys’ platform, it proved hugely successful in getting people to sign up to the waiting list for access to the full reveal.
The campaign went out to its whole customer base, as well as to leads generated through smart acquisition capabilities provisioned by the CRM lead generation capabilities of Emarsys’ AI-driven marketing platform. Thanks to this, Oasis was able to extend reach beyond its known customer base and capture new target audiences indicating a specific interest in Frankie Bridge & the Saturdays through more unique, one-to-one interactions with consumers.
“Videos are capturing consumer attention like never before and video marketing is becoming an increasingly important vehicle for companies looking to engage with a millennial audience, where they can enhance their outreach and revenues. With Playable, you can easily evolve your email marketing to include auto-play video and enjoy the benefits of increased engagement and response,” says David Bradbury, SVP strategy at Playable.
Dave Littlechild, global head of partners and alliances at Emarsys, concludes: “This is an example of where a technology partnership is helping a brand win in a challenging trading environment. Personalisation is a smart way to create cut-through and a mechanism to secure recipients’ consideration of marketing communications. We’re delighted to be able to help Oasis bring innovation into its campaign execution, through strategic and tactical recommendations from Emarsys’ AI-enabled platform, and further enhance the customer’s overall experience.”