EML gives North American malls a gift card advantage.

Content marketing case study

The challenge.

Shopping malls across America were missing out on an easy revenue stream: their own branded gift cards. EML had the technology to fill that gap, but first, they needed to connect with the decision-makers who run those malls and show them the benefits of a custom gift card program.

What we did.

EML needed to bring their branded gift cards to life across the US. Our approach: a cold email series that positioned EML as a problem-solver and not a pushy salesperson. Each email highlighted the pain points of mall operators, such as seasonal lulls and the pressures to compete with online shopping, to position EML’s gift cards as the solution they didn’t know they needed.

The emails led to a purpose-built landing page that extended the conversation and built momentum.

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