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Sweet dreams to reality: How Emma Sleep navigates international markets through affiliate marketing

Sweet dreams to reality: How Emma Sleep navigates international markets through affiliate marketing

Emma has come a long way from its beginnings in Frankfurt, Germany. Founded in 2013 with the goal of making mattress shopping easier by bringing this market online, Emma Sleep quickly gained traction by providing affordable, durable, and comfortable mattresses.

Fast forward to today, with a growing international presence across the globe, Emma Sleep has established itself as a leader in the industry. In this interview, we talk to Verrick Sta. Ana, Jr. Performance Marketing Manager – Australia at Emma Sleep, about their partnership with Skimlinks and how it has benefitted them as they reach more audience in Australia. 

Year-on-Year Performance 2023 v. 2022

  • Order Value: +102%
  • Sales: +168%


Could you tell us a bit of background about you and your role at Emma?

I’m Verrick, Jr. Performance Marketing Manager handling the Australia market at Emma Sleep. 

In this role, I leverage my skill in product and affiliate marketing to manage select Go-To-Market (GTM) strategies and campaign development. I work with cross-functional teams to actively support product marketing initiatives throughout the product life cycle, while also managing end-to-end affiliate marketing for Emma Sleep Australia.


How does Emma work with Skimlinks?

Skimlinks is an invaluable asset to our affiliate strategy, offering a powerful combination of data and a trusted partnership. Their team is constantly on the pulse of the industry, providing us with the latest optimization strategies, emerging trends, and actionable insights that unlock our full growth potential.


We know data is really important to how you approach performance marketing. Can you tell us a bit more about how you use data in your affiliate strategy?

We rely on Skimlinks reports for our specific affiliate strategy. They demonstrate exceptional flexibility by tailoring data reports to our specific business needs. our specific business needs. This allows us to gain efficient, customized insights that streamline our decision-making process.


How has Skimlinks helped Emma since the partnership started?

The Skimlinks partnership has been a game-changer. It’s empowered us to unlock significant growth and gain real-time insights to fuel strategic decision-making. By connecting us with new audiences, fostering strong affiliate relationships, and providing us with a wealth of data, Skimlinks has helped us not only reach our great potential but continuously discover new avenues for growth.

Emma Sleep AU testimonial


You’ve been able to build great relationships with publishers through Skimlinks, what value has that brought? 

There’s no doubt that Skimlinks is a key driver in accelerating our brand visibility and business growth. They’ve provided us with a powerful lever to build strong, incremental relationships with publishers. This strategic partnership perfectly aligns with our vision to expand audience reach and cultivate mutually beneficial collaborations. As a result, we’ve fostered relationships that continue to fuel brand growth and propel our business forward.


You saw real growth and affiliate success in 2023. What do you think the key drivers have been? 

Our partnership with Skimlinks has definitely helped with our growth and affiliate success. They connected us with more Australian customers, empowering them through good sleep and awakening their full potential. They allowed us to reach a highly relevant audience, resulting in a boost in sales and an increase in website traffic. 

With their expert support, Skimlinks has been a game-changer for our business and is poised to drive even more growth in the coming months.


What do you love most about Skimlinks?  

Skimlinks has been a breakout partner for Emma Sleep! We’ve seen outstanding growth in both traffic and revenue contribution since joining their platform. Their skilled account managers and automated tools have been instrumental in sharpening our data acquisition and unlocking valuable insights we simply couldn’t access elsewhere.

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