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How Sur La Table scaled high-volume email & SMS campaigns with Mavlers' dedicated campaign management

Industry: Retail

Sur La Table

About Sur La Table

Sur La Table is a U.S.-based kitchenware brand known for its high-quality cookware, tools, and appliances. The premium brand is also known for its immersive cooking classes and in-store experiences. With a strong omnichannel presence, it blends retail, education, and content to inspire home cooks and culinary enthusiasts.

The challenge: speed, scale, and zero room for error

Brands that run frequent promotions and lifecycle campaigns often face many bottlenecks.

Wooden blocks illustrating growth and scale

That's exactly where Sur La Table found themselves.

  • High-volume daily campaigns
  • Increasing complexity across email and SMS
  • Internal teams stretched thin

They needed more than just support

  • Execute 4–5 email campaigns daily and multiple weekly SMS campaigns
  • Maintain 100% accuracy and QA rigor
  • Turn around campaigns quickly—even under tight deadlines
  • Free up internal teams to focus on strategy, not operations

In simple words, the challenge was: how do you scale campaign execution without compromising quality or overloading your team?

Why a dedicated campaign manager was the right fit

Instead of fragmented support, Sur La Table chose a dedicated full-time campaign manager from Mavlers.

This model ensured

  • Complete ownership of campaign execution
  • Resource availability in their time zone
  • Seamless coordination with internal teams
  • Faster turnaround times
  • Consistency across every send

From execution support to a trusted marketing partner

Sur La Table needed a dependable partner who could take complete ownership of campaign execution and deliver consistently without errors or delays.

So we did exactly what they needed. Their immediate operational challenges were addressed by ensuring every campaign was executed on time and with precision. This reliability gave their internal team the confidence to shift focus back to strategy, planning, and creative development, rather than day-to-day execution.

As confidence in the process grew, so did the scope of the engagement.

  • Responsibilities expanded beyond basic execution
  • Collaboration with internal teams became more integrated
  • Support extended into more critical marketing initiatives

While it started as a focused execution requirement, it gradually evolved into a long-term, trusted partnership, driven entirely by the value and consistency it delivered over time.

End-to-end campaign execution in Emarsys: the nitty gritty

Working within Emarsys, we handled the complete campaign lifecycle:

Daily campaign execution

  • Creating 4–5 unique email templates daily
  • Building and deploying campaigns
  • Managing high-volume promotional calendars

Cross-channel coordination

  • Executing email + SMS campaigns
  • Supporting lifecycle and triggered workflows
  • Managing exclusion lists and segmentation

Quality assurance & deployment

  • Rigorous QA checks before every send
  • Scheduling and deployment
  • Performance monitoring

Handling last-minute campaigns without missing a beat

One of their biggest operational challenges was last-minute campaign requests with next-day deadlines.

Instead of treating this as a constraint, we optimized for it:

  • Built a pre-production workflow in Emarsys
  • Reduced execution turnaround time
  • Extended availability when needed to meet deadlines

Result: Zero missed campaigns. No compromised quality.

Team member reviewing campaign performance on a chart

Creative at scale: high-volume, high-variety email production

The client required not just speed but creative adaptability at scale. The campaign manager thus ensured Sur La Table's campaigns are not repetitive; they're highly visual and diverse. Take a look at some of the emails we sliced and recreated.

4–5 new templates created daily

Heavy use of GIFs and dynamic layouts

Constant variation in design and messaging

The impact: consistency that drives confidence

While exact numbers are confidential, the impact is clear:

Operational efficiency

  • Seamless execution of daily high-volume campaigns
  • Faster turnaround times

Team productivity

  • Internal teams freed up for strategy and content planning
  • Reduced operational burden

Reliability at scale

  • Zero missed deadlines
  • Consistent QA and deployment standards

Scaling further: supporting their Emarsys to Braze migration

As Sur La Table evolved, so did their tech stack. They needed a more advanced, flexible platform, better cross-channel engagement support, and enhanced lifecycle marketing capabilities.

They decided to migrate from Emarsys to Braze.

Emarsys to Braze migration

Mavlers' role in the migration

  • Dedicated additional resource for migration support
  • Handling:
  • Transactional and triggered workflows
  • Daily campaign execution during transition
  • SMS, segmentation, and QA

A partnership that continues to grow

Since October 2022, the engagement has steadily evolved. As confidence in delivery strengthened, so did the scope, leading to expanded responsibilities, closer collaboration, and continued involvement in key initiatives, such as their platform migration.

What began as a need for execution support has grown into a deep, strategic partnership, where Mavlers is an integral extension of Sur La Table's marketing team.