increased conversion rate


team productivity and efficiency.


increased average order value for repeat purchases.

Limited Personalization and Customer Intelligence

In an effort to replicate the friendly and welcoming model of Toys “R” Us brick-and-mortar stores, the company needed to create a more personalized online experience for customers. But, their previous emailing system and customer intelligence limited their personalization capabilities to generic, bulk emails, with only one automated email campaign that wished loyalty card holders a happy birthday.

Advanced Customer Segmentation

Using Emarsys’ Smart Insight to segment their customers based on behavior, Toys “R” Us was able to deploy a series of automated email campaigns, each triggered by a different customer interaction to increase engagement.

Using real-time automation and a responsive design helped them nearly triple open rates and increased click-through rates 5.5 times over.

Download the full success story below. 

Key features that enabled Toys "R" Us to win with the Emarsys marketing platform:

Smart Insight

Smart Insight allowed Toys “R” Us to segment customers based on behaviors helping to increase their engagement rate among customers.

Learn more about Smart Insight. 

Real-Time Automation

With the help of Emarsys, Toys “R” Us was able to build a series of automated email campaigns that were triggered by various customer interactions in real time.

Learn more about marketing automation. 

Responsive Design

Toys “R” Us used Emarsys’ drag-and-drop widgets to create fully responsive email designs to reach customers anywhere, anytime, on any device.

Learn more about the Visual Content Editor. 

“Our goal is to connect with our guest in a more personalized manner. Emarsys enables us to execute highly effective, automated marketing campaigns in order to achieve this goal. Thanks to Smart Insight, we are able to intelligently and strategically communicate with our customer base.”

Todd McElmurray, European e-Commerce Marketing Director, Toys “R” Us



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