Evans Cycles achieves over 100% year on year increase in email revenues
The challenge
Evans Cycles, the UK’s largest quality cycle retailer, has achieved significant business growth despite the economic downturn.
Determined to perpetuate success, Evans Cycles has undertaken the task of optimising their email marketing to improve revenue further. The key target was to uplift customer value through utilising email as a re-engagement tool and implementing a targeted, segmented and personalised communications strategy.
RedEye was employed to overhaul Evans Cycles email marketing through a combination of deliverability, campaign lifecycle marketing and behavioural segmentation.
We are extremely impressed by RedEye’s determination to continually drive our email conversion through on-going reviews and testing of creative, timings and segmentation. Evans Cycles has experienced significant growth in the last 12 months towards which RedEye have played an integral role in our success.
Evans Cycles
Solution
The email optimisation process began by testing deliverability and inbox placement across ISPs. This enabled any issues to be identified and a clear strategy for improvement to be developed. Through combining best practice techniques, monitoring email engagement levels and achieving whitelist status, Evans Cycles achieved 99.9% deliverability and 48% uplift in inbox placement.
To improve campaign targeting and subsequently performance, RedEye worked with Evans Cycles to formulate their segmentation and lifecycle marketing strategy. The email campaign plan segmented messaging and creative content based on individual preferences, engagement and online browsing and purchasing behaviour. This ensured all email marketing content was relevant to each individual user. The results included open rates as high as 84.9% (generic emails 16% – 25%) and click rates of 40.5% (generic emails 3.8% – 5%).
Using RedEye’s email engagement segmentation, Evans Cycles was able to identify and tailor campaign messaging and frequency dependent on an individual’s level of interaction with email. In addition to uplifts in open and click rates, the percentage of engaged people increased by 29%. The database also grew by 17% in 3 months.
To continually improve email marketing performance a weekly optimisation process was put in place to regularly review and refine email messaging, creative, segmentation and timing based on insights gained from KPI reporting and heatmap analysis. The recommendations put forward by RedEye were incorporated into a testing plan, backed up by ongoing monitoring and analysis.
Results
With an ROI of 2399%, Evans Cycles experienced a 103% growth in email revenues. In January 2011 RedEye helped Evans Cycles achieve an ROI of 4985% compared to a 848% ROI the previous January.
