Case Study: IHS Markit achieves 700%+ email CTR improvement with Optimizely Web Content Recommendations

IHS Markit serves 1:1 personalized content to users in emails

IHS Markit, a global research and information services firm serving most of the Fortune Global 500, struggled with manual, batch-driven email sends that were time-consuming and poorly tailored to diverse buyer interests. The company needed a way to increase engagement, personalize emails at scale without extra manual work, and gain clearer insight into individual buyer intent.

Using Optimizely Web Content Recommendations, IHS Markit deployed a JavaScript tag that applies NLP to index site content, build real‑time interest profiles, and deliver individualized article and product recommendations inside Eloqua emails with no redesign required. The approach drove dramatic lift—over 700% improvement in CTR versus prior marketing automation emails and more than 200% versus expert‑curated content—and has since been expanded to power personalized web experiences and measure conversion impact through Eloqua.

IHS Markit