For over 70 years, Char-Broil has been making cookouts better with their products. Their backyard grilling and smoking innovations become more advanced every year. They needed to find an email service provider (ESP) just as innovative as their cooking products. 

With their future business goals in mind, we were able to help Char-Broil select an ESP and successfully transfer their entire email program to it with no interruption in customer communications.

The Goals

  • Improve Char-Broil’s email program and overall inbox user experience
  • Lay out a strategic plan and infrastructure for highly scalable and customized emails

The Game Plan

  • Review current emails and available customer data to narrow down ESP options
  • Select and migrate to a new platform with one-to-one messaging and ROI as main focus areas

Step 1.

Selecting the Right ESP

BrightWave collaborated with Char-Broil’s marketing and IT teams to consider their full breadth of business requirements. Through detailed questionnaires and discovery conversations, we determined everything from tech comfort level to the amount of data we could leverage within the email channel.

We needed to find a solution that could consolidate multiple existing data sources and continue collecting and organizing future customer data.  Knowing this, we narrowed down the vast universe of ESPs, coordinated in-person demos and helped create a favorable contract with the ESP that was selected.


Step 2.

Migrating to a New Platform

To start the migration process, BrightWave provided an overall project plan for mapping out the steps needed to migrate to a new platform. The plan included an IP Warming strategy and plenty of room for adjustments as the migration moved along.


Step 3.

Drafting a Strategic Roadmap

Using the discovery information from Step 1, we presented short- and long-term email initiatives. We continued sending emails throughout the migration process to maintain consistency in Char-Broil’s customer interactions. 

This way, we were able to do heavy-lifting behind the scenes without sacrificing engagement with the Char-Broil audience. 

Step 4.

Launching Char-Broil
Into a Stronger Inbox Future

Char-Broil is gaining momentum fast, effectively standing up sohpisticated campaigns in their new email service provider. As additional data points are added, we’re launching a progressive profiling campaign to collect preferences that will influence personalization. With a successful ESP migration well under way, Char-Broil can rest assured that they’ve got a tech-agnostic, strategy-focused email partner in BrightWave.


“Our team has already seen an immediate impact as BrightWave has created a strategic plan and migrated our email program to a new and dynamic technology platform.”

Paige Farrow

Char-Broil’s Senior Director, Marketing

The BrightWave Team has helped the Ninety Nine Restaurant & Pub build a strong and loyal following in our EClub. We have had the benefit of great service from multiple BrightWave team members since partnering with them in 2010.

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