United StatesRetail and e-commerce2021 – ongoingCasey's General Stores
AI optimization of marketing email timing and content
Casey's used AI to time emails and adjust subject lines for more than 5 million subscribers
Problem
Subscribers opened marketing emails at different times. Staff could not manually schedule messages around those habits at the scale of Casey's subscriber base.
Approach
Casey's used AI to group subscribers by opening behavior and select delivery times. It also compared subject-line performance and adjusted content for unopened messages. Its digital leader said the marketing system had operated for well over a year by November 2022.
Results
Takeaway
Casey's reported improved engagement and conversion without disclosing the size of those gains.
Categories
- Size
- Large enterprise
- Industry
- Retail and e-commerce
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Predictive analytics and MLOptimization
- Adoption
- Vendor solution
- Evidence
- Company's own claim
Sources
Source summaries
Digital executive Art Sebastian described operational AI for email delivery timing and subject-line selection. He reported improved opening, click-through and conversion rates without numerical comparisons.
Full details are in the original sources.