How BlackRock Improved Engagement Rates By Over 60% Using Motiva’s Send Time Optimization and Message Testing

Paige Dobson and Alexandra Levaggi of BlackRock

Company

BlackRock is one of the world’s leading providers of investment, advisory and risk management solutions. Founded in 1988, initially as a risk management and fixed income institutional asset manager, BlackRock is now the world’s largest asset manager, with US$10 trillion in assets under management as of January 2022.

Challenge

A little over a year ago, Paige Dobson was promoted to Vice President of Client Marketing for the iShares division of BlackRock. She inherited mediocre engagement rates and set goals to dramatically improve performance in collaboration with her Marketing Associate Alexandra Levaggi.

Solution

The team started by systematically using Motiva’s Multivariate Message Testing AI to identify what content best engaged the iShares audience. 

As they continually narrowed in on the best content strategy, they also optimized the send time of the best performing content using Motiva’s Per Contact Send Time AI.

Impact

In less than one year of testing, the double optimization of content and send time resulted in an increase of nearly 70% in open rates and 62% in click rates. Paige and Alexandra are now turning their sights on experimenting with send frequency and improving segmentation to deliver even more relevant content.

Expansion

Paige and Alexandra now plan on experimenting with Motiva’s Frequency Management settings to determine if certain segments of their audience would be open to receiving more frequent messaging. 

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