The Magic Behind Currys' Marketing

Like many global retailers, Currys wanted to make their emails more customer-focused. However, restricted creative insights, limited technical resources, and reliance on manual campaign calendars and one-off creatives were slowing their ability to innovate as quickly as their customers’ expectations evolved.

With Movable Ink Da Vinci on their side, the Currys team was able to trade the traditional campaign calendar for AI-optimized personalization, unlocking strategic creative targeting and reuse rules. Simultaneously, they developed new creative layouts, ever-relevant apps that stayed in step with their latest web updates, and leaned on Movable Ink Studio to keep the engine of personalized product grids running. Together, every campaign feels tailored from header to footer.

Today, their campaigns drive higher engagement and revenue more efficiently, with lead times minimized from three weeks to just two days.

At its heart, Currys’ email overhaul came down to one thing: pivoting from marketer-selected batch sends to personalized emails where creative assets were selected by Da Vinci.

Da Vinci uses a combination of AI models, algorithms, and a unique scoring system to predetermine which creatives resonate with individual recipients, whether that be in driving opens, clicks, conversions, and more. Avoiding the generic batch-and-blast prevented subscriber fatigue, preserving customer loyalty for the long run.

* Results represent Da Vinci uplift during a 6-week test period October-December 2024, tested against a marketer-selected creative (7-day post-click, online sales only).

uantity doesn’t necessarily equate to quality, especially when it comes to email campaigns. The Currys team knew this, which is why they turned to Da Vinci to transform their approach—rather than sending one static creative in a single blast, they chose to strategically drip out the campaign over a period of two weeks.

Da Vinci prevented subscriber fatigue by nearly halving the recipient list, yet they saw stronger results across clicks, click-to-conversion rates, and revenue per send. The method behind it all? Targeting customers that were more likely to convert at the right time with a higher AOV.

This new approach not only bolstered the success of this campaign, it set Currys team up for future success. Rather than only using the creative once and being forced to discard it, they were able to reuse this powerful asset multiple times and gain more from their investment.

Choosing what creatives to send to which customers should rely on more than educated guesswork or broad trends. Testing allows you to understand what’s resonating with customers and what needs adjusting.

But Currys didn’t rely on ordinary A/B testing, where the most popular creative is sent to the full file. They took a much more personalized, nuanced approach by using AI-led optimization to select the most relevant asset for each individual. When the AI-selected creative was compared to the marketer-selected creative, the team saw a significant jump in results.

This health & beauty creative didn’t look promising for a full-audience send—most of Currys’ audience wouldn’t have resonated with it. But that didn’t mean it belonged in the recycling bin. With the right targeting, the creative could still reach the audience for whom it mattered most, saving the marketing team both budget and effort.

Using Da Vinci, Currys targeted the right recipients for this creative while balancing engagement across their other assets. What initially seemed low-potential became one of their most effective pieces, achieving the highest click-to-conversion rate and the third-highest AOV in their library.

• Scrap one-size-fits-all creatives for a tailored approach. If the right audience is targeted, even the most niche creatives can drive big wins.
• Testing is the key to ongoing optimization. Not only will you uncover high-performing creatives, you’ll get a better understanding of what assets need adjusting and retargeting.
• More isn’t necessarily better. Sending an email to a larger list more frequently isn’t the key to engagement and revenue—instead, opt for smaller sends that are strategically targeted based on data and AI analysis.
• Gain senior-level support to streamline collaboration with in-house studios, CRM teams, and creative development, allowing your brand to better serve differentiated messaging.
• Innovate martech stacks to create a more efficient operating model, whether by enabling self-service through automated audience selection and analysis or by streamlining campaign production.

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