HomeServe was established in 1993 with the aim of being the first place people turn to for home emergencies and repairs. They have a network of experienced contractors, offering customers the reassurance of approved engineers, a prompt response, generous cover and claims limits.
HomeServe were looking to implement an ‘abandon quote’ email in a bid to reach more of their online customers, with an end goal of improving conversion rate
Using online data captured by RedEye’s Customer Data Platform, HomeServe were able to implement an ‘abandon quote’ email campaign assisted by RedEye. To gain an understanding of the success of using an ‘abandon quote’ email, RedEye used testing to compare results from those who received the email and from those who didn’t. To allow for testing HomeServe website visitors who had proceeded to obtain a quote within a certain time frame were sent the abandon quote email, with the remainder of the website visitors for that day not receiving any emails.
The test ran for almost two months to allow enough time to gather significant enough data.
Those who received the email were more likely to convert compared to those who didn't.
The results for the test showed just how successful it was to send ‘abandon quote’ emails to website visitors. When looking at the sample that received the ‘abandon quote’ email, there was a 105% increase in sales when compared to the sample that didn’t receive the email and a massive 91% increase in revenue. This was a clear indicator of how valuable it was for HomeServe to have an ‘abandon quote’ email in place.
The project also won ‘Silver for Email Abandon Quote Test’ in the Which Test Won Email and Mobile Testing Awards 2015, highlighting just how successful this test was for HomeServe.
It is clear from the test how valuable this email was, with an increase in sales of 105% compared to those who didn’t receive the email we were amazed. Winning a Which Test Won Award also highlighted to us just how important it was to implement this test.
increase in sales
increase in revenue
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