~ 1-2-1 email campaign dramatically improves online customer conversion rate ~

RedEye, the eCRM agency, today announced that following a successful trial of their email marketing technology for AA Car Insurance, the AA now plan to use Redeye technology to improve conversion rates across their other online products.

Thousands of users take out car insurance quotes on the AA website every single day but despite registering online for a quote, only a small proportion of these potential customers immediately purchase.

During the trial, RedEye technology enabled the AA to identify users who had quoted but not purchased online and, the following day, send all those who had given permission an individually targeted email reminding them of the discount available if they bought online, details of their quote and a link back to the site so that they could retrieve their previous quote details.

Compared with the results of a control cell which received no communication following their online quote, RedEye found that those who received the email were 78% more likely to return to the site and buy insurance online than those who were not sent an email.

“RedEye’s technology enables us to quickly identify and communicate with a very important segment of potential customers, which in turn has led to a dramatic improvement in our online customer conversion rate. Due to the success of this campaign we now plan to employ this method across our AA products.” said Len Such, Operations Manager at AA.

“Our campaign for the AA proves that timely and accurate email marketing is a cost effective method of reaching and converting potential customers” said Jonathan Kay, Managing Director at RedEye.


RedEye are eCRM experts, providing the software and services that ebusinesses need to get more customers spending more money, more often. RedEye has a proven track record, providing tailored solutions for online businesses and blue chip clients since 1997.

RedEye is a global pioneer in 3rd party ad serving, ad tracking, event-driven personalised email, affiliate marketing, site analysis and customer profiling.

RedEye clients include The AA, William Hill, Asda, BBC TV Licensing, Churchill and Cheltenham & Gloucester. For more information, visit www.redeye.com or call 020 7627 9300.

Press contact
Cath Swift
m 07801 817 451

RedEye contact
Jonathan Kay
Managing Director
0207 627 9304

Published on: 12:00AM on 10th March 2005