FIGARODIGITAL.CO.UK
CASE STUDIES
Brand MONARCH Agency REDEYE
Monarch wanted
to fi nd a way to continuously develop its email templates and improve conversion. As an expert and strong advocate for testing, RedEye helped Monarch optimise engagement by improving email
template call-to-action buttons. “We have been
Brand HOMEBASE Agency eCIRCLE
eCircle worked with Homebase
to identify email newsletter subscribers who had specifi cally shown an interest in kitchen products and then target those customers more effectively. eCircle suggested that better
results could be generated from Homebase’s email campaigns and achieve their specifi c kitchen range aims and objectives by targeting ‘kitchen clickers’ with a triggered, personalised follow up email. This is generated 24 hours after metrics showed engagement with kitchen services content, including in-store design, full fi tting and project management services, to drive appointment bookings and move prospects through the sales funnel. The results were outstanding. An
average conversion from appointment to fi nal purchase was approximately 40 per cent, meaning Homebase were able to achieve a total project ROI of 45 times the initial investment over a short timeframe and additional annual revenue of over £1m. fi
garodigital.co.uk/case-study/homebase- email.aspx
working with RedEye for a long time and they are constantly fi nding ways
to help us optimise our campaigns,” says Liam Gibson, Direct Marketing Manager, Monarch. “We have experienced surprising results from the smallest changes to our email templates. Testing really is a great way to make something that is already working well for you, work even better. We look forward to continuing to work with RedEye in order to optimise our email marketing.” fi
garodigital.co.uk/case- study/
monarch-email.aspx
Brand ROYAL CARIBBEAN INTERNATIONAL Agency RETURN PATH
Various teams within Royal Caribbean spent a lot of time manually monitoring
competitive email campaigns and offers in the marketplace, but were frustrated by their lack of engagement data on how competitors’ emails were performing. Royal Caribbean implemented Return Path’s Inbox Insight, using it to gather intelligence on how the frequency, targeting, subject lines, content and engagement metrics of their own email campaigns compared to their competitors. “Understanding read-rates across the cruise industry was important to
understand how much more aggressive we could be in our email sends,” says Elizabeth Bartle, Account Executive for Royal Caribbean’s email programme. “Understanding when a subscriber is engaged only briefl y and then disengaged right after by deleting the email allows us to understand how relevant our messaging is.” fi
garodigital.co.uk/case-study/royal-caribbean.aspx
24 issue 17 may 2013
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