Honeywell implemented real-time creative optimization to tease their Black Friday offerings. They also drove consumer interest and built intrigue by incorporating images that automatically revealed their Black Friday offers when a countdown timer reached zero. Consumers could also click on the banners to reveal each offer – scratch ticket style.
In addition, the email showcased the closest retailer for each offer, so shoppers could quickly find a home improvement store near them while they were out and about shopping on Black Friday.
Members who follow the brand on social media are retargeted with sponsored posts promoting the Black Friday deals .
The email generated a 20% open rate for existing customers, all of whom received real-time data emails. Prospects were split into two groups to measure the lift from using real-time data. The prospects who received real-time data emails had a 17.5% higher open rate than those who received only the static email.