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About Drizly

Drizly is the world’s largest alcohol marketplace and the best way to shop beer, wine and spirits. Our customers trust us to be part of their lives—their celebrations, parties, dinners and quiet nights at home. We are there when it matters—committed to life’s moments and the people who create them. We partner with the best retail stores in over 1,200 cities across North America to serve up the best buying experience. Drizly offers a huge selection and competitive pricing with a side of personalized content.

Kylie 's Bio

Kylie McCarthy is Director of CRM at Drizly, a platform that delivers alcohol from the store to your door in 60 minutes or less. Kylie oversees addressable marketing channels, building relationships with consumers, businesses and retailers. Before Drizly, McCarthy was Senior Digital Marketing Director for Clarks Shoes where she owned acquisition and retention marketing for the e-commerce website and third-party relationships. McCarthy also worked at a variety of performance agencies, such as iProspect and Commission Junction, managing a plethora of advertiser programs in the retail, travel and beauty space. She is passionate about creating experiences that are relevant and helpful to her customers, fueled by data and empathy.

Fun Facts

I trekked the Inca Trail and watched the sunrise over Machu Picchu.
I ballroom dance; my favorite dance is the Hustle.
I sing soprano in a local chorus and have been singing as long as I can remember.

Interview

When and how did you get your start in marketing? 

My grandfather was a radio salesman, and he came up with ads for his clients’ radio spots. I thought that was cool enough to stay interested in advertising and marketing up until I had to choose a career. Ta-da!

 

What do you love about your role? 

I love the fact that my team and I get to be irreverent and fun with Drizly’s brand. It’s a great platform for a role at the intersection of data and creativity, like mine. I also love that I get to care deeply for my customers and solve their problems day in and day out.

 

What’s a mistake you’ve made at work, and how did you deal with it?

It took me a while to get that not even zip code was granular enough at Drizly to segment consumers based on their experience with on-demand delivery. Hyper-local is much different than global omni-channel retail. It taught me to take a step back and really understand the pros and cons of a given situation versus using some muscle memory from the previous decade of my career.

 

What do you like most about using Iterable?

The capability to implement real-time and hyper-local data to make my notification layer robust and personalized is awesome. I love how lightweight and zippy everything feels. Plus, my team can actually get a ton of data back into our internal systems (finally!) for analysis and modeling!

 

How do you plan to leverage Iterable in the future?

Drizly is looking forward to launching new mediums, such as app inbox and web push to support our product strategy. We’re thrilled to start implementing more real-time campaigns across all of our channels.

 

How do you think about building customer loyalty and how does Iterable play a role?

Iterable helps Drizly reinforce our value proposition and bring customers back into our product experience. The channels that Iterable helps us orchestrate are vital in keeping Drizly top of mind and in forging a relationship with customers through timely and relevant messages where our brand can come to life in ways it may not always get to in our e-commerce experience.

 

If one song could play every time you entered a meeting, what would it be?

My meeting entrance music would be “It All Began with a Burst” by Kishi Bashi.

 

If you weren’t a marketer, what would you be?

I love logistics, because it is measurable, you can optimize it, and it can truly make or break a company. I’d love to work on a supply chain team.

Campaign Portfolio

Turning an Email Mistake into a Marketing Masterpiece

Mistakes Happen

When done right, personalization can be a very engaging and powerful tool, when done wrong (by accident!) it can leave your subscribers scratching their heads and wanting more.

Drizly knows this all too well when back in May they accidentally sent out this “personalized” email without any of the actual personalization.  No first name, no personalized recommendations, just a whole lot of “Lorem Ipsum” and “xxx”. Ouch. 

 

The Apology

This is the very scenario that keeps email marketers up at night, but instead of sending a canned and formal apology, the Drizly team took the opportunity to show that their brand has a personality and a sense of humor. 

Drizly quickly followed up by sending out an apology email, but this wasn’t your standard oops we made a mistake email, this had everything. From the eye catching “lol. wtf was that.” subject line, to poking a little fun at themselves, blaming the dog, and lastly, offering a discount using “LOREMIPSUM” as the code.

The Response...and Lesson

The response to the apology email was overwhelmingly positive, even creating some social media buzz and resulting in this medium article by Jon Torrey, breaking down the email, the apology and the response. 

It reminded people of an important lesson — we’re all human and humans make mistakes. If you’re a marketer and something like this happens to you, don’t panic! Look to Drizly as a great example of how to handle it, and if all else fails, blame the dog.