Boden Celebrates Real-Time Contextual Marketing Award With Campaign Powered by Movable Ink

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Leading U.K. retailer sees 2,000 percent boost in revenue-per-email from dormant customers

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Personalization is something marketers constantly talk about but don’t always get right. To maximize success, brands need to up their efforts by constantly providing customers with meaningful and useful experiences.

Movable Ink, the contextual experience engine for innovative email marketers, congratulates Boden for its Real-Time Contextual Marketing Award, presented at the Experian Client Summit on June 31 in Las Vegas. The #SuiteLife Award spotlights Boden’s innovative use of contextual experiences powered by Movable Ink to re-engage with high-value dormant customers.

Boden’s winning campaign focused on the unique relationship each customer has with a brand, from their first to most recent purchase. Boden used past purchase data to create 19,977 unique stories for 19,977 individual customers. Using Movable Ink’s technology, Boden pulled product details from its website into each email in real time. If a product were unavailable, it would be replaced with another item at the moment of open.

The campaign produced unprecedented results, generating a 230% increase in click-through rate compared to other emails sent during the same week. This in turn resulted in a 2,000% increase in revenue-per-email, with 1 in 10 customers going on to make a purchase.

"It’s great to get recognized for putting the customer first," said Lawrence Tatlock, email marketing manager at Boden. “Personalization is something marketers constantly talk about but don’t always get right. To maximize success, brands need to up their efforts by constantly providing customers with meaningful and useful experiences."

“Providing consumers with contextual, personalized experiences can drive tangible business results, as Boden’s campaign demonstrates,” said Movable Ink Chief Executive Officer Vivek Sharma. “We extend our warmest congratulations to Lawrence and the entire Boden team as they celebrate this well-deserved recognition and award.”

To learn more about Boden’s award-winning campaign, download the full case study here.

For 2015, six of the nine Experian #SuiteLife Award winners are Movable Ink clients including:

  • Boden / Real-Time Contextual Marketing
  • Bass Pro Shops / Insight to Interaction
  • American Eagle Outfitters / Cross Channel
  • Foot Locker / Mobile
  • SiriusXM / Creative
  • Finish Line / People’s Choice

Movable Ink offers an end-to-end contextual marketing engine for email that works with any email service provider (ESP), allowing marketers to automate, optimize, and personalize campaigns to drive online and offline sales. For more information about how your brand can drive results with contextual experiences and to request a demo, visit

About Movable Ink
Founded in 2010, Movable Ink pioneered the application of contextual experiences to email. Movable Ink clients can use any email service provider to deliver dynamic content that changes, in real-time, according to the context of each individual consumer. More than 250 innovative brands including The Wall Street Journal, eBay, Finish Line and Saks Fifth Avenue use Movable Ink to Market in the Moment and optimize their email campaigns to drive ROI. The company is headquartered in New York City with an office in London. For more information, visit

About Boden
Founded in the UK in 1991, Boden was created by Johnnie Boden and sold a select range of menswear through mail-order catalogues. In the years that followed, Boden expanded into womenswear and childrenswear and by 1999 had launched its first website in the UK. In 2002, the business branched into the American market by creating a US version of the website. Since then, Boden has continued to expand globally with websites targeting the UK, US, German and Australian markets.

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Peter Moran
Indicate Media
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