HomeServe

Agency: RedEye

HomeServe are a home emergency repairs business. With RedEye’s help, they created a campaign to retarget customers who had not yet converted online, with incredible results. RedEye tell us a little more.

The Challenge

After analysing their data, HomeServe sought to retarget customers who had previously failed to convert online. This online behaviour was captured with the use of RedEye’s marketing automation tool, Contour, and enabled HomeServe to create a campaign they had previously been unable to do.

The Strategy

It was highlighted through Contour and RedEye tags placed on the HomeServe website that there had not been a campaign dedicated to retargeting customers that had previously failed to convert. Contour also enabled RedEye to capture other behavioural data that reinforced the need for the use of dynamic content.

The dynamic content was tailored to each communication a customer would receive, that resulted in over 250 possible content combinations. This setup ensured all of HomeServe’s products were included within the personalised communication to each customer based on product, price and salutation.

The Results

This dedicated campaign achieved 56.33 per cent click-to-conversion rate from January 2014 to November 2014, and was as a result of an average open rate of 64.02 per cent and average click-through rate of 41.64 per cent. The ROI on this campaign reached an incredible 533.03 per cent. HomeServe were so impressed with these results that they set up a follow-up campaign for the month of September that created a 748.77 per cent ROI.

Testimonial

“This project comes at the beginning of our journey with marketing automation and integration between our claims and customer service systems across multiple channels. RedEye offered a simple solution that took into consideration all our needs and highlighted key areas to focus on. We were so impressed with Contour and the account management team that we decided to implement a follow-up campaign which offered results that we didn’t think possible. We would recommend RedEye not only for their account management, but for their marketing automation solution, Contour. Its ease of use and understanding has really helped us implement our marketing strategy online.” Digital Acquisitions Manager, HomeServe