How a testing and optimisation strategy helped MyOptique to increase revenue by 74 per cent.
MyOptique Group is the ecommerce leader across all eyewear categories – prescription glasses, contact lenses, and sunglasses in Europe. They operate several online brands, most known in the UK for Glasses Direct, Sunglasses Shop, and Eyewearbrands.
The Challenge
The challenge for Adestra was to develop an optimisation strategy for MyOptique’s BAU emails to ensure continual improvement of return on investment (ROI) from email. The objectives of the strategy included:
- Increasing revenue generated by the group’s business as usual (BAU) emails.
- Developing a bank of customer insight that can be used to continuously optimise email and website performance.
The Strategy
The marketing team at MyOptique took a systematic approach to developing their testing strategy. First they identified all the metrics that impact revenue generated from email (the KPI funnel):
- Emails sent
- Open rate
- Click-through rate
- Conversion rate
- Average order value.
Taking each metric in turn, they identified the influencers. For example, open rate is influenced by:
- Deliverability
- From name
- Subject line – length, personalisation, symbols and emojis, basic human direct response drivers (such as urgency, scarcity, exclusivity or savings)
- Pre-header
- Day of week/time of day sent.
Not just that, they also discovered that conversions were affected by:
- Continuous experience from email to website:
- Landing pages
- Ease of finding offer
- Ease of entering a promo code
- Clear T and Cs
- Website design:
- Optimised for UX
- Responsive.
They then considered how each of these influencers could be optimised and designed a testing plan to identify which variants worked best for their audience.
From subject lines, to click-to-action buttons, layout of the email, and landing pages, the team developed a structured testing plan that meticulously addressed every aspect of their email campaigns.
The Results
By developing a thorough testing and optimisation strategy that optimised for every metric and influencer, Glasses Direct were able to achieve a significant uplift of 12 per cent in revenue per 1000 emails sent (RpK). This demonstrates that with a strategy of continuous testing and optimisation, small incremental gains quickly add up to a significant overall uplift in performance. The brand also achieved:
- An overall increase in revenue attributed to email of 74 per cent
- An increase of 12 per cent for revenue per 1000 emails sent (RpK)
- Overall order value (minus returns) has increased by 33 per cent.