Case Study: Hickory Farms achieves 150% increase in open rates with Validity's Everest View Time Optimization

Hickory Farms Uses View Time Optimization to Increase Open Rates by 150%

Hickory Farms, a seasonal gourmet gift retailer, faced a crowded inbox during the 2020 holiday season when competing retailers increased digital marketing. To ensure timely reach to already-engaged customers, Hickory Farms turned to View Time Optimization (VTO) by Verizon Media, delivered within Validity’s Everest platform.

Using Everest’s VTO with control-group testing, Validity helped Hickory Farms lift opens and clicks dramatically — Black Friday saw +80% opens and +100% clicks, Cyber Monday delivered +150% opens and +146% clickthroughs, and an off-season Valentine’s campaign achieved +32% opens and +39% clicks. The campaign improved deliverability and subscriber engagement so much that Hickory Farms exceeded expectations and continues to quantify the revenue impact with Validity’s solution.

Hickory Farms

Jen Partin

Senior Email Marketing Manager