TTS achieves 113% increase in email conversion rate

The Challenge

TTS have been supplying schools and parents across the UK for over 30 years with high quality, educational resources. They stock a wide range of stationery products, which are promoted to their customers through a monthly email. The products featured within their monthly email change every time, and this can happen at the last minute!

The challenge that faced TTS was that they wanted to give their Stationery Team more control over which products featured in the monthly email, without increasing resource requirements for the Email Marketing Team.

The Solution

RedEye and TTS worked together to come up with a solution which would mean the Stationery Team could easily update the content in the monthly stationery email, without needing specialist email knowledge or skills. As part of this process the email template was redesigned, with new, easily editable areas agreed on.

RedEye set up a straight forward process to allow the TTS Stationery Team to load a simple text file onto their SFTP site. This file was then automatically processed into the database, where the data is merged into the agreed email template as normal, meaning that it does not have to be built afresh each month by the Email Marketing Team.

Following this, TTS decided to perform a split test using the new email template (which featured prices for each product) versus the old template (with no prices) to measure any uplift in conversion rate.


Given that the monthly email promotes stationery items which need to be replenished often, it is assumed that the price point would be important. The new email creative allowed TTS to promote both individual products and ranges of products in a clear and straightforward way. Both of the templates in the test were mobile responsive and all header/footer content was the same.

The Results

The results from the test clearly showed that the winning variation was the updated, redesigned and editable template. It delivered a 113% increase in conversion rate, which was more than double the original email template!

This project also won ‘Gold for Email Radical Redesign’ in the Which Test Won Email and Mobile Testing Awards 2015, highlighting how successful this was for TTS.

It is important to us at TTS that our email communications contain the right information for our customers. It was clear that we needed our Stationery Team to be able to ensure fresh, relevant product information was going out in our monthly sends and RedEye helped us to achieve this. The results we saw from this project were fantastic and this was highlighted by the Which Test Won Award.

Email Marketing Manager



increase in email conversion


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