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When Brooklinen launched in 2014, the DTC bedding and home essentials brand had a pretty scrappy email strategy: Co-founders Rich and Vicki Fulop crafted and sent emails themselves in hopes of gaining new customers.
Fast-forward six years, and the Brooklyn-based company has a full-fledged team that leverages AI algorithms and triggered, targeted sends to ensure it’s sending messages tailored to a customer’s previous search and purchase journey.
Allie Donovan, Brooklinen’s director of retention and email, said the brand’s email strategy is akin to its customer experience strategy.