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Boden wanted to re-engage high-value customers who had no sales activity in the previous three months by sending a campaign that highlighted each person’s relationship with the brand in a highly visual and personalized way.


By using data collected during previous purchases, Boden used Movable Ink to to create 19,977 different stories for 19,977 customers. Boden concluded the story with a selection of recommended products. Using Movable Ink’s web crop app, product details were pulled from the Boden website into the email in real-time. If a product was unavailable at the time the email was opened, it would automatically be replaced in the email by an alternative product.


  • 230% lift in CTR
  • 20X lift in revenue per email
We chose Movable Ink as a technology supplier because of the vast range of tools available to us. Consumers’ expectations of email communications are forever advancing. Tools like Movable Ink allow us to create emails that come to life in the inbox!

Lawrence Tatlock, Email Marketing Manager, Boden


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