Halfords Autocentres collect basic details about their customer’s cars where possible, like for example car manufacturer name. This information is stored by RedEye and it was determined that RedEye held the car manufacturer name for 90% of the mailable database. Dueto this it was agreed that this information would be used for a personalisation test.
Two areas were included in the personalisation test –subject line and creative. For the customers whose car manufacturer names were known, they were sent an email with a personalised subject line featuring their car make. The rest of the database received a generic subject line. The email creative itself also featured the car make, although this personalisation was not as prominent as the subject line.
That using the car manufacturer name in the subject line would improve open rates – some evidence of this had already been seen in a small test to owners of one specific car make.