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As a leading fashion resale marketplace powered by highly engaged buyers and sellers, Poshmark wanted to create deeper engagement with their community of Poshers. To do that, they shifted from sending generic, static email blasts to a more personalized approach that drove more meaningful customer engagement.
At the macro level, personalization works and is almost expected. ‘Batch and blast’ messages don’t perform as they used to. If we’re going to be reaching out to our community, we want to make sure we’re driving value and that our content delights, enables discovery, or helps them cross the finish line when it comes to buying or selling.
Christina Medina
Associate Director of Retention at Poshmark
How Did MoEngage and Movable Ink Drive Better Customer Experiences at Scale?
Central to Poshmark’s activation and retention success was the seamless integration of MoEngage, a customer engagement platform, and Movable Ink, a leader in data-driven personalization for every touchpoint. MoEngage provided actionable insights by leveraging first-party data, user behavior, and segmentation. Movable Ink brought this data to life with visually engaging, dynamic modules that personalized content at scale. Together, these tools enabled Poshmark to craft campaigns that were timely, relevant, and visually captivating.
This partnership empowered Poshmark to:
- Leverage detailed user insights to design and deliver hyper-personalized email and push campaigns.
- Incorporate real-time activity updates into email content to create a highly contextual user experience.
- Optimize both creative and strategic elements of campaigns to enhance user experiences and outcomes.
Impactful Marketing Campaigns Driven by MoEngage and Movable Ink
1. Campaign Gamification Based On User Actions
The Listing Streaks campaign was launched to encourage seller engagement on Poshmark by incentivizing sellers to list items weekly and rewarding them for maintaining streaks. With MoEngage, Poshmark tracked seller behavior attributes—such as frequency and quality of listings—and delivered it across push and email channels. Simultaneously, Movable Ink dynamically displayed streak data in emails based on when a user engaged with the campaigns. By releasing various elements like streak counts, countdown timers, and unlocked rewards, Poshmark added an exciting gamified layer that drove more seller engagement and revenue.
Get a deeper dive in the webinar.
Poshmark breaks through the inbox clutter with every campaign. Watch how they did it in the webinar.
2. Hyper-Personalized Real-Time Campaigns For Better Engagement
The Closet Clear Out campaign targeted both buyers and sellers with tailored messages. Buyers received emails featuring items they had liked that were now discounted, while sellers were incentivized to adjust prices with bonuses like discounted shipping.
Using MoEngage, Poshmark segmented users based on their behaviors and preferences, while Movable Ink created dynamic content modules that display real-time price drops and promotional details. This integration drove an 11% increase in click-through rate and significantly enhanced conversion rates, reinforcing the power of personalization in engaging diverse audiences.
3. Improve Campaign Messaging Relevance with Time-Targeted Email Updates
To boost participation in live Posh Parties, Poshmark used Movable Ink’s time-targeting capabilities to dynamically update email content, ensuring that the reminders for upcoming events were relevant whenever the user opened the email. Meanwhile, MoEngage ensured the precise segmentation and delivery of these updates.
This collaboration resulted in higher attendance at live events, increased item visibility for sellers, and enhanced engagement for buyers, all through well-timed, personalized messaging.
MoEngage and Movable Ink Together Delivered Positive Outcomes
The partnership between MoEngage and Movable Ink delivered several benefits that elevated Poshmark’s email campaigns:
- Advanced Personalization: MoEngage’s robust data and delivery platform allowed Poshmark to deliver tailored campaigns and identify user needs through behavioural attributes, while Movable Ink’s dynamic content personalized content in real-time.
- User Gamification: Campaigns like Listing Streaks used MoEngage’s behavioral insights and Movable Ink’s tailored, engaging visuals to motivate users with timely rewards and urgency.
- Quicker Time to Value: The integration enabled Poshmark to quickly test, refine, and launch campaigns in weeks rather than months, improving efficiency without compromising quality.
The Result: Increased Customer Engagement and Revenue
- Increased user engagement (buyers and sellers) for increased duration of activity on Poshmark
- An 11% uplift in email click-through rate and 11% increase in click-to-open rate after updating from static to dynamic email content.
- Personalized, real-time email experiences that resonated with users and aligned with their needs.
Join Us: Partnering for Success
Poshmark’s success story highlights the importance of how MoEngage’s segmentation and campaign delivery capabilities paired with Movable Ink’s dynamic personalization helped drive meaningful and relevant user engagement and revenue.
For brands looking to replicate this success, the joint value of MoEngage and Movable Ink offers a clear blueprint. Together, both technologies provided the right tools and strategies needed to deliver personalized, timely, and visually captivating experiences.
Ready to transform your campaigns? Contact Movable Ink or MoEngage to see how they can take your personalization efforts to the next level.
About Movable Ink
Movable Ink personalizes every customer engagement through automation and artificial intelligence. The world’s most innovative brands rely on Movable Ink to maximize revenue, simplify workflow and achieve the optimal customer experience. Headquartered in New York City with over 500 employees, Movable Ink serves its global client base with operations throughout North America, Central America, Europe, Australia, and Japan.
About MoEngage
MoEngage, the insights-led platform, is trusted by 1,350+ global brands like McAfee, Flipkart, and Nestle. MoEngage’s powerful analytics, personalization, and AI capabilities give you a 360-degree view of your customers and help you create personalized, impactful journeys across all channels. With MoEngage, you'll see lower costs, higher engagement, and better insights. Plus, we're recognized by industry leaders such as Forrester and IDC. Join the ranks of successful brands in 60+ countries and power your digital experiences with MoEngage.
About Poshmark
Poshmark is a leading fashion resale marketplace powered by a vibrant, highly engaged community of buyers and sellers and real-time social experiences. Designed to make online selling fun, more social and easier than ever, Poshmark empowers its sellers to turn their closet into a thriving business and share their style with the world. Since its founding in 2011, Poshmark has grown its community to over 130 million users and generated over $10 billion in GMV, helping sellers realize billions in earnings, delighting buyers with deals and one-of-a-kind items, and building a more sustainable future for fashion. For more information, please visit www.poshmark.com, and for company news, visit newsroom.poshmark.com.
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