When new clients come onboard with RedEye meeting their expectations and more is imperative. When BreakFree Holidays first started using RedEye's Marketing Automation platform, Contour, they set a target to increase their overall email conversion rate by 1% in a year and RedEye jumped at the challenge.

To ensure the target set was hit, RedEye Account Management team worked closely with BreakFree Holidays to help identify key areas in which conversion rate improvements could be made.

To begin with automated multi-stage email campaigns were implemented, including abandoned search, abandoned booking and welcome emails.

Engagement segmentation was utilised to optimise Breakfree Holidays’ email frequency. This ensured the correct amount of communications were sent to the right people, at the right time, significantly reducing the risk of unsubscribes and database churn.

Next, transactional and website behavioural data was put to use allowing Breakfree Holidays to implement highly targeted email campaigns. This data enabled emails to be based on travel dates, locations and group composition. For example, families received school holiday content and emails promoting specific locations could be sent to those who had searched for them or travelled there previously.

Finally, the RedEye Account Management team reviewed performance on a regular basis, allowing recommendations to be made for improvements and testing regularly. This was especially concentrated on successes and key areas of improvement during peak periods in preparation for the next peak.

Following a busy year of making improvements to the Breakfree Holidays email channel, their target of a 1% increase in email conversion rate was not only met but exceeded. When they joined RedEye they had a conversion rate of 3.20% and after the year was over we had achieved an 85% increase leading to a conversion rate of 5.91%.

On top of this bookings were also increased by 54% YOY and overall revenue from the email channel was increased by 64%. The ROI from Breakfree Holidays first year with us was 1542%.

BreakFree Holidays Marketing Manager added: “We decided on the RedEye Marketing Automation platform to help us achieve improvements in our email channel’s conversion rates. We set RedEye the target of improving our overall email conversion rate by 1%, we were absolutely thrilled, at the end of our first year with RedEye, that they had not only met our target, but they had nearly doubled our email conversion rate, long may this success continue!”


About RedEye:

RedEye is a multi-channel personalisation company that helps our clients deliver the right message, at the right time, to the right customer on the right device. We cut through the hype and buzzwords that surround marketing automation and personalised marketing. We want to help our clients quickly see the maximum value from a solution that could transform their CRM strategy.

RedEye’s family of Contour products are driven by a unique Customer Data Platform that combines all customer data, online and offline, from in-store purchases to last products browsed online and makes this vast depth and breadth of data available to our clients through sophisticated and intuitive tools and interfaces.

We’re hands-on people who’ll spend time with our customers planning their programmes and supporting them through their journey. We’re interested in building long-term relationships, not selling and shipping off.

RedEye has 3 UK offices (London, Milton Keynes and Crewe) and clients include Interflora, Buyagift, Haven Holidays, Monarch, Snow+Rock and Hotel Chocolat.

For more information visit www.redeye.com

For further information about this press release please contact hannah.johnston@redeye.com

Published on: 11:07AM on 24th June 2016