Halfords Autocentres worked with RedEye to personalise email communications and improve engagement.
Halfords Autocentres has over 300 UK branches and is the UK’s leading MOT, car service, brakes, repairs and tyres specialist.
Halfords Autocentres send regular emails to their customer base and email subscribers, so were looking to improve email engagement and open rates through the use of personalisation within email, where possible.
Halfords Autocentres collect basic details about their customers’ cars where possible, for example car manufacturer name. This information is stored by RedEye, and it was determined that RedEye held the car manufacturer name for 90 per cent of the mailable database. Due to this it was agreed that this information would be used for a personalisation test.
Two areas, subject line and creative, were included in the personalisation test. 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.
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 a specific car make.
The results for the personalised variation were extremely positive, with an overall uplift of 54 per cent in open rate when compared to the generic version. Another great result was seen for those customers who hadn’t previously engaged with email—a 124 per cent uplift in open rate.
The personalised variation also achieved a 13 per cent uplift in overall click rate and 86 per cent uplift in conversion rate. Based on the results of this test, subject line personalisation using car manufacturer name was rolled out to a number of behavioural email programmes.
This project also won ‘Gold for Subject Line or Form’ in the Which Test Won Email and Mobile Testing Awards 2015, showing how successful this was for Halfords Autocentres.
“We were really keen to find a way to improve engagement with our email channel and looked to RedEye for support with this. The personalisation test shows just how successful this project was with a massive 124 per cent uplift in open rates by those who hadn’t previously engaged with email, a result we didn’t think possible. Winning the Gold Which Test Won Award for ‘Subject Line’ was the icing on the cake for us!” Communications Manager