Best Retail Email Message Campaign

The Ashley Bedroom Mattress Journey was an email campaign created to help shoppers find the right products at the right moment—whether they were longtime Ashley customers or just beginning to explore the brand. The goal was to encourage repeat purchases in key categories like bedroom furniture and mattresses, while also nudging new customers toward their first purchase in a crowded, competitive retail space.

To do this, we built a personalized, automated email journey that felt helpful rather than promotional. Using customer behavior and purchase history, each email showcased relevant products through clean design, warm messaging, seasonal offers, and curated shopping galleries. Beautiful imagery and thoughtful product selection helped guide customers naturally through their decision-making process.

The results showed clear impact: a 20% lift in conversion rate, a 4% increase in orders per customer, and strong engagement across the journey. More importantly, the campaign strengthened Ashley’s automated email program, proving that personalization and timing can turn everyday shopping moments into meaningful opportunities to drive growth.

Contributors:

Executive Creative Director:	Kris Geist
Creative Director:	Madison Merryman
Art Director 2:	Kieran Grant
Senior Copywriter :	Melissa Avanzato
Digital Production Designer:	Steph Fung
Traffic Manager:	Amy Lee
VP, Strategic Consultant:	Heather Anding

ZETA GLOBAL

Location: United States

About the Agency:

We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.