The first Australian Apparel Retailer to embrace video email.

M.J. Bale where seeking to fully leverage their investment in video by featuring it across all their customer facing channels, including email.

Playable enabled M.J. Bale to edit and embed a 10 second clip derived form their existing video footage, into their email with ease, ready for sending via their preferred email service provider, Oracle Bronto.

The Colt Classics campaign delivered a highly immersive autoplay video experience at the moment of opening the email, successfully engaging email recipients and driving many to click through to discover the full exclusive range on offer at M.J. Bale. 

Bree Salzman, Retail Marketing Manager at M.J. Bale commented:  Our customers have shown a strong preference for video content which lead us to seeking out a Video Email solution. Playable makes it super simple to re-configure our video assets for email, and then send in the normal way via our ESP Oracle Bronto. We are now fully leveraging our investment in video across email, which is a key channel for us and our customers are continuing to show their preference for this medium evidenced by the response and engagement uplifts”.

  • Click to Open Rate (CTOR) 12% 12%
  • Openers who viewed the whole video clip 73% 73%

Campaign Review

  • Simple to edit and add the video to the email with the Oracle Bronto “point and click” integration
  • A high quality video experience was delivered to 100% of the M.J. Bale audience
  • Response rates exceeded expectations
  • Positioned M.J.Bale as the leading innovative eRetailer being the first Australian Apparel Retailer to embrace video email.

Campaign Details

  • Client: M.J.Bale
  • Campaign: Launch of Colt Classics Range
  • ESP: Oracle Bronto
  • Video Email Content: 10 second edit
  • Audience: Opt ins to M.J.Bale communications
  • Objective: Drive traffic to check out the range on the M.J.Bale site
  • Campaign Execution: Set-up and deployed by M.J.Bale Marketing team
  • Landing Page:

About M.J. BALE

Founded by Matt Jensen in 2009, M.J. Bale is an Australian-owned gentlemen’s clothier making garments of integrity for men of character.

We pride ourselves on tailoring expertise with natural fibres, particularly Australian merino wool, and measure ourselves against our all-important brand tenets of Provenance, Authenticity, Integrity and Character.

We are The Official Tailor to the Australian Test cricket side & Wallabies, as well as a host of professional and cultural organisations, and operate 59 stores across Australia.