Oracle Marketing Cloud’s development of the kinetic module for B&Q saw the company pilot an industry-first: an interactive responsive module which delivered effective results quickly. "Within the space of one campaign, we saw open rates increase by almost a fifth," says Christina. "We're offering customers something they've never been able to do before with modern web-like interactions within email on mobile devices. By providing this ability, we've seen customers spending less time on email, but engaging at a much higher level."
B&Q was able to target customers with visually appealing content and boost overall responder-to-open rates. Engagement rates rose by almost a fifth (18%) across 1.2 million customers, whilst time spent on the email decreased by 30%. B&Q learnt that the key to engagement was to deliver visually stimulating content in the most user-friendly manner possible. B&Q can now replicate the methods of this campaign to continue driving increasing engagement rates.