Saatva boosts email engagement with PR social proof

Saatva, an innovative direct-to-consumer luxury mattress brand, found incredible results by leveraging public relations activities—such as awards, expert recommendations, and media placements—to create more value for their customers and drive email performance. 

Saatva was looking for a way to bridge the gap between their PR and email strategies. With recent public success and high-profile mentions, Saatva was looking to gain more visibility to the press they achieved, and help break through the noise of overcrowded emails for editors and writers receiving irrelevant content. To get the most out of their earned media assets, Saatva leveraged Cordial to elevate their press room and deliver personalized content at scale, across their different product categories. With Cordial’s Sculpt editor, Saatva was able to create dynamic blocks within “triggered” email campaigns. Saatva highlighted the most relevant press mentions, company accolades, and industry buzz surrounding their brand to then serve up the most personalized and impactful social proof for each individual recipient. 

Saatva then tracks which media placements, awards, and expert endorsements resonate best with different customer segments based on their browsing and purchase behavior. This enables their PR and marketing teams to continuously optimize for the best outcomes.

Saatva built a “third-party authority” email module, allowing them to seamlessly incorporate their latest media coverage and third-party validations within marketing emails. One example is Saatva’s recognition as the “Best Overall Mattress” on Good Morning America for two years running.

The Saatva team also leverages this approach in their cart abandonment email series, where the “third-party authority” module displays relevant product awards and expert recommendations. This strategy led to an increase in Average Order Value by 30.15% and resulted in a Click-to-Open Rate of 5.88%. This addresses common customer hesitations around making a mattress purchase by providing social proof and building brand trust at conversion.

Saatva’s ability to leverage Cordial’s platform to dynamically surface the most relevant PR content has improved conversions and customer engagement. Are you a retailer looking to elevate your email program? We’d love to chat with you.