Leading grill manufacturer deploys Emarsys AI-optimized platform to raise lifetime customer loyalty and value by delivering personalized, multichannel marketing campaigns

Indianapolis, USA 6 September, 2018Emarsys, the largest independent marketing platform company in the world, announces that Char-Broil, a manufacturer of gas, charcoal and electric outdoor grills, smokers, fryers and related accessories, has chosen Emarsys and BrightWave to help deliver personalized and automated marketing to consumers worldwide. To help drive greater customer engagement, Char-Broil is implementing the Emarsys artificial intelligence (AI) optimized marketing platform with its integrated, next-generation data segmentation and analytics capabilities. Char-Broil aims to bridge the gap between cross-channel marketing and customer experience activities, thereby improving shoppers’ experience and enhancing brand loyalty.

In 1948, Char-Broil brought one of the first charcoal grills to market. And since then, it has become a leading innovator in the outdoor cooking space with innovations such as its TRU-Infrared™ cooking technology. Char-Broil® grills are designed with the entire experience in mind and forgiving cooking technology inside each product. It is a brand that strives to make grilling more enjoyable and stress free by providing the tools and confidence needed to get the most out of grilling.

Char-Broil chose BrightWave as their email and eCRM agency of record. As one of its first initiatives, they evaluated marketing platforms for consideration. BrightWave introduced the Emarsys’ platform and its advanced functionality including the Emarsys Link Overview, which highlights any links that aren’t properly formatted, and Combine Segments functionality that enables marketers to merge the existing contacts into one unified segment.

“The primary challenge was that Char-Broil had more platform than they needed in the ESP that they were with before. It was not marketer-friendly, and the team didn’t feel confident or empowered to use that tool to get their program out the door or scale their program the way they wanted to,” commented Andrea Short, Senior Strategist, BrightWave.

Char-Broil is implementing the Emarsys Marketing Platform, including its Email, Automation, Inbox Preview, and Web Extend products. This solid foundation will enable personalization, automation and drive efficiency in Char-Broil marketing campaigns across email, web and social channels. In the months ahead, the enhanced UX of the Emarsys platform will enable BrightWave and the Char-Broil marketing team to set up campaigns and define customer segments using advanced automation tools. This will allow Char-Broil to educate new customers about the brand, drive sales through their resellers, and drive parts sales directly through its e-commerce site.

“Today’s crowded online retail marketplace means that we must deliver personalized experiences to our customers while maintaining operational efficiency. We selected Emarsys over others because it is simple to use and scalable,” said Paige Farrow, Senior Director of Marketing, Char-Broil. “We aim to make our marketing efforts more effective in the long run, deliver lifelong customers, improve sales and increase brand loyalty.”

“The time is ripe for the retail industry to understand, embrace and utilize the advantages offered by AI marketing,” said Sean Brady, President for Americas at Emarsys. “At Emarsys, we’re excited to partner with Char-Broil and BrightWave to deliver true marketing innovation to Char-Broil’s extensive customer base through advanced automation, data segmentation and personalization capabilities.”

Emarsys manages over 350 million daily interactions while analyzing 3.5 billion consumer records and 2.5 million purchase events, integrating customer intelligence, personalization, predictive recommendations and omni-channel marketing at scale, across all devices and social channels into a single cloud-based marketing platform.


In 1948, Char-Broil brought one of the first charcoal grills to market. From that moment forward, Char-Broil continued to deliver additional firsts, including portable grilling, electric grilling and the gas grill with electric ignition, innovations that have become standard among modern grills. And with products like TRU-Infrared™ cooking technology and The Big Easy® TRU-Infrared™ Oil-less Turkey Fryer , the evolution continues today. We know that making our products better also makes your cookouts better. As long as that’s true, it’s all the motivation we need to continue innovating and improving. For more information, visit Char-Broil.


BrightWave is the leading email & eCRM agency. With over 15 years of experience managing the best email programs in the country, BrightWave elevates eCRM and cross-channel programs through industry-leading innovation, relationship orchestration and pioneering inbox experiences. Learn more at BrightWave.com. BrightWave is also the creator of EiQ: The intelligent email gathering. This one-day event is where the industry community convenes and focuses on innovation and business impact. For more information, please visit EiQgathering.com.

Media Contact: 

Natalie Homer

Global PR Manager, Emarsys


+44 7810 682198