“You Talkin' to Me?” How Redbox personalizes its emails to 40 million subscribers. Jennifer Partin Sr. Manager – Email Marketing, Redbox

About Redbox •  New-release DVD, Blu-ray Disc®

and video game rentals •  35,000 US locations •  68% of people in the US live within 5

minute drive of a Redbox •  Rented more than 4 billion discs to

date

Redbox Email Program •  Email Safe List: 40MM

Subscribers •  Promotional and transactional •  Personalized title

recommendations •  Retailer cross-sell promotions •  Loyalty campaigns

Now what?

Opportunities – what you might not know… •  Surprise! Redbox has a website! •  Did you know you can reserve

online? •  We have a text club! •  Rent and Return anywhere! •  We have video games! •  Redbox Play Pass earns you

FREE rentals!

Building our journeys

Planning- define areas of focus

Team collaboration-

Who should be involved?

White boarding- defining the steps of the journey

Creative design

Goals development

How to measure success?

1 2 3

Planning Objective: Engage with Redbox customers in a personalized and timely manner through a series of messages based on customer behavior. Targeting: New, Active & Lapsed customers Areas of Focus: •  New customer experience •  Online reservation conversion •  Mobile engagement •  Games engagement •  Reactivation of lapsed renters

Timing – 1 month

Team Collaboration •  Email Marketing •  CRM •  Analytics •  Creative

White boarding •  Topics •  Day of week •  Time of day •  Incentives •  Length of Journey •  Creative execution •  Execution – Automation Studio or

Journey Builder Timing – 1 month

Execution (4 Months) – Automation Studio vs. Journey Builder

Measurement 50 % Mail vs 50 % No Mail •  New audience weekly for 4 weeks Measure Lift Rents/Rev/KPIs •  Play Pass enrollment •  Online reservation •  Text club enrollment •  Blu-ray/Game rentals

Results •  5 custom email journeys built in 6

months •  54 % lift in open rates among

new customers •  39% increase in online

engagement and 2.5% increase in loyalty program sign-ups

•  Overall increased awareness of mobile and games

Recap

Planning and Team Participation

White boarding and creative design

Execution

Goal planning and measurement

1 2 3

What’s Next? •  Subject Line Testing •  Time of Day/ Day of week

Optimization •  Audience Testing •  Offer Testing •  Creative Testing

Questions?

Thank you! Text CNX15 to 727272 for a FREE One-Night Movie Rental!

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