Case Study

Brief

As a traditional catalogue retailer with a growing online presence, BVG-Airflo recognised it needed to gain a better understanding of online customer behaviour across its portfolio of ecommerce websites if it was to improve conversion and sales.

Like most online retailers BVG was aware of the large number of users abandoning online shopping baskets before making a purchase. BVG wanted to find a way to re-engage these users and convert more abandon basket users into buying customers.

Strategy

RedEye helped BVG implement an abandon basket behavioural email campaign.
Behavioural email integrates web analytics with email marketing to produce highly targeted email campaigns based on online user behaviour, such as users abandoning online shopping baskets.

RedEye client research has shown between 70% and 80% of future sales come from users already engaged with a brand. Starting the buying process is a strong form of engagement. Extracting users who have begun the buying process but not completed it, and targeting them with information relevant to what they were about to purchase, is one of the most effective ways to improve conversion.

Execution

Using RedEye’s behavioural email programme of integrating web analytics with email marketing, BVG implemented an abandoned basket behavioural email campaign. The behavioural email campaign was designed to uplift conversion through re-engaging any users that may have been distracted while making their purchase or needed additional reassurance and support during the buying process.

By extracting accurate analytics regarding online customer behaviour RedEye helped BVG identify online users abandoning their online shopping baskets before completing a purchase. Based on this information BVG sent a highly personalised and targeted email to each individual abandon basket user to re-engage the customer and encourage them back to the website to complete their order.

An initial behavioural email was sent 1 day after the user abandoned their online shopping basket. If the user did not re-engage a follow up email was sent 3 days later offering the user a 10% discount.

RedEye’s in-house segmentation tool made it possible for BVG to easily create customer segments based on online customer behaviour. This ensured a highly targeted email was sent to every individual abandon basket user.

In addition to the abandon basket behavioural email campaign BVG also focused on improving email marketing campaigns across its portfolio of sites by utilising RedEye’s easy to use email ASP solution, REACT.

During all email campaigns RedEye provided BVG with ongoing support and guidance to ensure success.

Results

Within the first three months of working with RedEye, BVG received a 20% improvement in deliverability, 16% increase in click throughs, a 10% rise in average order values and 154% uplift in revenue generated by its email marketing campaigns.

The abandon basket behavioural email campaign resulted in a 678% return on investment driven by a 70% increase in open rates, 36% click through rate and a 10% click to order conversion.

“We wanted greater visibility of our customer’s online behaviour to better meet their needs and to continually develop the web as a profitable sales channel. RedEye’s unique services enabled us to do this. RedEye’s agility, support and pro-active approach to problem solving has exceeded our expectations. We have experienced a 678% return for our behavioural email campaigns and a 154% revenue improvement from our email marketing campaigns. My only issue with RedEye is that we weren’t working with them sooner.”
Iain Burgess, Chief Executive, BVG-Airflo