The National Theatre (NT) faced a significant challenge in understanding and reaching its diverse audience. Previously, the theatre's email system was tied to its South Bank booking/ticketing system, which was very 'batch and blast.' The system could do some segmentation based on previous booking behaviours, but it was too linear and traditional. The NT's ability to use automation was limited, and the email system could not accommodate programmed workflows or understand and respond to customers' web behaviours. This was frustrating as retargeting could be done on other channels using cookies and digital advertising. The NT wanted to bring that same level of understanding and retargeting to emails using a new CRM. With many venues and outlets for programs, the NT planned to stop being London-centric and think more nationally and internationally. A particular challenge was marketing the NT Live performances at cinema chains where NT does not own the data. The arrival of COVID-19 added another complication, requiring rapid and radical adjustments.

Banco Supervielle, the 7th largest private bank in Argentina, was seeking to improve its content management system (CMS) for two main reasons. Firstly, the bank was in a constant search for cost-saving efficiencies in content creation, and a more automated CMS could expedite the work and reduce the required resources. Secondly, the bank aimed to enhance the customer experience and enrollment by facilitating smoother transactions and providing more engaging, customized content. However, the bank's outdated CMS, which required separate content for all channels and lacked an easy-to-use user interface (UI) for their non-technical editors, was a significant obstacle. This outdated system made the workflow unnecessarily difficult for the editors and slowed the routine work if it needed to go through the developers. The bank also needed speedy and granular access to all content, as well as uptime for the SaaS tool used to create components such as front-end frameworks. A third major challenge emerged later: the need for speedy content updates, which became apparent with the arrival of COVID-19.

Cuisinart, a leading culinary appliances manufacturer, was facing a significant challenge with their email marketing program. Their email deliverability rate was plummeting due to issues such as mail blocks, bounces, and a blacklisted IP address. The company was struggling to get past spam filters and reach their intended audience. According to Return Path’s Deliverability Benchmark report, approximately 15% of emails don’t reach their intended recipients due to blocks by email service providers and spam filters that scrutinize domain reputation, subscriber engagement, and content. Cuisinart's situation was even more dire, leading them to halt all email marketing activities and seek a more effective solution to improve their email deliverability.

Harlequin Enterprises ULC, a leading romance publisher, was faced with the challenge of significantly increasing its email revenue within a single fiscal year. Despite having a dedicated email marketing team and a robust email program, the task was daunting due to the sheer volume of content and the diverse range of romance subgenres the company offers. With more than 110 new titles released every month, guiding readers to their perfect book match was a complex task. The company's email team, consisting of two full-time marketers, was responsible for delivering content marketing and customer communications for the entire romance division. They had been using Acoustic Campaign (formerly Campaign Automation) to segment and optimize their database of subscribers, but the goal of increasing email revenue required them to find ways to better utilize the software.

PayPal Holdings, Inc., a global digital payments platform, was facing a significant challenge in maintaining a positive and hassle-free customer experience. Despite having over 260 million active accounts, the company lacked visibility into customer experience issues. The challenge was to quickly and proactively identify and rectify user struggle issues. The company needed a solution that could provide insights into customer experiences, identify problems, and offer quick solutions. The goal was to ensure a simple, fast, and frictionless experience for each customer across every device, system, and channel. This was crucial as PayPal operates in over 200 markets worldwide and processes billions of transactions each year.

Republic Services, a leading recycling and non-hazardous solid waste company in the United States, was facing a significant challenge with their online billing system. Their Voice of the Customer (VoC) survey revealed that many customers were unable to set up auto-pay or make immediate payments. When customers attempted to log in, they were met with an error message and directed to a customer service call center. This issue was the primary detractor on the digital customer satisfaction score and was causing a loss in revenue. The login and payment pages, which received over 500,000 and 300,000 visits annually, were the most visited pages on the Republic Services website. The company was unable to locate the root cause of the problem using their existing analytics tool. There was no process in place for finding and measuring payment-error issues, and the team was unable to measure the scope of the problem. The only information available was the anonymous complaints, with no data offering insights into who these customers were.

Scientific American, a magazine with 9.5 million global readers, was facing a challenge with their email marketing strategy. The magazine was sending out an excessive number of emails, around 11 to 13 million per month, without any segmentation. This approach was not only costly but also inefficient, as it resulted in lower engagement metrics for marketing emails, including the average open rate and click-through rate. The magazine's primary goal was to use email marketing to grow sales, and a secondary goal was to increase profitability by reducing the number of emails being sent. The challenge was to optimize their digital marketing efforts and use their marketing tool, Acoustic Campaign, to its full potential.

KDDI Corporation, a leading Japanese telecommunications operator, was facing challenges with its eCommerce website, au Online Shop. The company was struggling to increase the conversion rate and was unable to identify problems with specific pages. The existing analytics tools only provided abandonment rate data on a page-by-page basis, making it difficult to pinpoint issues. KDDI was also relying on heuristic evaluations to resolve these issues, which was not efficient or effective. The company wanted to offer a personalized shopping experience to its customers, similar to the recommendations and purchase history data displayed on major e-commerce sites like Amazon and Rakuten. They were looking for a solution that could provide personalized product recommendations to their online shop visitors.

RIU Hotels & Resorts, a global hospitality chain, was facing challenges in providing a seamless online reservation experience to its customers. The company's website was experiencing issues that could potentially lead to customer loss. The primary challenge was to analyze and understand customer behavior to detect new needs that directly favor conversion and a positive user experience. The company also wanted a solution that would enable real-time monitoring of onsite navigation to reduce action times before any anomaly could directly impact the business. The aggressive competition in the hospitality sector made user experience vital, as it directly influenced the emotions of the customer when choosing a hotel or resort. The company aimed to identify the optimal path to reservation to strengthen its relationship with customers. Another goal was to ensure the security of the organization, avoiding possible fraud with negative consequences on the business and the brand.

SportPursuit, an online retailer of sporting products, faced the challenge of offering premium products with precise personalization. The company's business model involves offering exclusive sale events for members each day, where they can get up to 80% off premium sporting brands. The deals only last one week, and at the end of the sale period, SportPursuit purchases inventory from its suppliers and ships it to customers. Email communication is the key way SportPursuit connects with customers to inform them of deals and encourage new shopping missions. However, with the typical customer receiving at least one email per day, the company needed to ensure that its emails were relevant and personalized to avoid customer fatigue and maintain engagement.

The United Service Organization (USO), a nonprofit organization serving members of the U.S. military and their families, was facing challenges in driving donations due to the increasingly crowded media and communication landscape. Potential donors were being overwhelmed with requests from various worthy causes, making it difficult for the USO to stand out and attract the necessary funds to support its mission. Over the past 25 years, the rise of email, social media, text messaging, and other electronic messaging channels have added to the noise, making it even more challenging for nonprofits like the USO to reach potential donors. Recognizing these shifts in the landscape, the USO decided to incorporate a robust email program into its marketing mix to help drive the donations it needed to carry out its mission year after year. To achieve this, the USO reached out to Message Digital, a full-service digital agency, for help.