# How Asda uses Movable Ink

**36%** lift in open rate for the year-in-review email

As published on [movableink.com](https://movableink.com/case-studies/asda-case-study). Captured by usedby on 2026-10-08.

- Company: [Asda](https://www.usedby.ai/companies/asda.md)
- Tool: [Movable Ink](https://www.usedby.ai/tools/movable-ink.md)
- Industry: [Retail](https://www.usedby.ai/companies/industry/retail-offline-omnichannel.md)

## The use case: how Asda deploys Movable Ink

Asda uses Movable Ink to build personalized, data-driven email and push notification campaigns for its Asda Rewards loyalty program. These include a year-in-review email, a weekly Milestone Missions email with a progress bar and product recommendations, and rich push notifications about mission status.

Summary written by usedby from the source page, in English. The figures are those of Movable Ink and Asda, not ours.

> By combining various data points from multiple sources, and layering targeting rules to only display the most compelling statistics to each customer, Movable Ink helped Asda craft an individualized story for each customer.

- **43%**: “Results: 36% lift in open rate, 43% lift in click-through rate”
- **18.2%**: “Results: 18.2% lift in CTR”

## Movable Ink users in Retail

- [At Home](https://www.usedby.ai/companies/at-home.md) — Confirmed
- [Currys](https://www.usedby.ai/companies/currys.md) — Confirmed
- [DSW](https://www.usedby.ai/companies/dsw.md) — Confirmed
- [Elkjøp](https://www.usedby.ai/companies/elkj-p.md) — Confirmed
- [Hibbett](https://www.usedby.ai/companies/hibbett.md) — Confirmed
- [Macy's](https://www.usedby.ai/companies/macy-s.md) — Confirmed

## What usedby checked

We compared the story with its live page on 2026-10-08.

- Checked: the figure 36% is on the page; its label is our wording.
- Checked: the passage quoted above is copied word for word from the page, near the name of Asda.
- Checked: Asda uses Movable Ink. Confirmed line. Latest check across sources: 2026-10-19.
- Not checked: the result itself. We quote it; we did not measure it.

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Source: https://www.usedby.ai/case-studies/asda-movable-ink-2 · How we check: https://www.usedby.ai/methodology