What’s really Victoria’s Secret for its personalized 1-to-1 marketing? It starts with A and ends with I. It goes above & beyond to understand individual customer needs, thus maximizing lifetime value.
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Rethinking Email for AI with Victoria’s Secret & Movable Ink
, Director of AI Activation, Movable Ink
, VP Marketing, Victoria's Secret & Co
Role: Marketing
Topic: Artificial Intelligence
Session Level: Intermediate
Session Tracks: Sponsors
- Wednesday, May 229:00 AM - 9:20 AM CDT(2:00 PM - 2:20 PM GMT)Theater 1 (Campground, Level 3)
Session Summary by Einstein: The session at the Salesforce conference showcased the transformational impact of AI on email marketing strategies, focusing on how Movable Ink's Da Vinci and Salesforce have revolutionized Victoria's Secret's email program. The presentation highlighted the industry's current AI adoption landscape, revealing that many marketers are yet to implement AI, with many still in the research phase. With an emphasis on the importance of unlearning and rethinking, the session demonstrated how AI can decouple campaign deployment from creative content, leading to substantial improvements in email engagement and operational efficiency. With Da Vinci, Victoria's Secret's experience lifts in key performance metrics and workflow benefits—in addition to more personalized and customer-centric email content.
Key Takeaways by Einstein:
• Victoria's Secret saw increases in click-through rates, conversion rates, and revenue percentage by implementing personalized content zones using Movable Ink Da Vinci.
• The AI-powered system enabled the marketing team to create numerous email variations, optimizing for individual customer engagement while simultaneously improving operational and creative efficiencies.
• The session underscored the necessity for marketers to embrace a culture of rethinking and unlearning to leverage AI effectively—driving progress and enhancing customer experiences.
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