Hillarys Blinds - Email

Implementing email best practice reduced cost per lead for Hillarys Blinds by 14%

The Challenge
Hillarys Blinds use email extensively as a marketing channel, with regular monthly offers to its customer base and employing cold acquisition data. Hillarys asked us to help them to ensure that their cold email acquisition campaigning was as effective as it should be.

The Solution
We extensively overhauled the email Hillarys routinely used as a control test for cold email activity. Effectively, this meant going right back to the basic fundamentals of email design and best practice, including:

• Changing the layout and structure and rebuilding the HTML
• Ensuring all out of season graphics and references were expunged
• Making sure images of Hillarys most popular products were used
• Conducting extensive testing to ensure the email presented correctly in all web browsers

The Results
Although it was not the focus of the exercise, our new control email unexpectedly and comprehensively outperformed the regular monthly offer across all measurement criteria – including deliverability, open rates, click through and even conversion!

The improvement on actual conversion was particularly astounding because the regular email off included a £20 money off voucher, whilst the control did not.

Overall, the new control email achieved a cost per lead of less than £6, which is 14% less than that of the regular offer.