Case Study: Vision Direct achieves improved email acquisition and 557% higher email click-throughs with Fresh Relevance

Fresh Relevance provides customer clarity for Vision Direct with email acquisition and cart abandonment strategy

Vision Direct, Europe’s largest online contact lenses supplier serving over 1.9 million customers, needed to improve cart abandonment recovery and build an email acquisition strategy across multiple markets. With shoppers typically repeat buyers but required to opt in to emails, the company also lacked internal time and resources to develop the required personalization and capture tools.

Working with Fresh Relevance, Vision Direct deployed GDPR-compliant pop-up email acquisition and integrated dynamic SmartBlocks into dotdigital email campaigns to deliver personalized product recommendations and social proof. The initiative boosted email-driven engagement—click-throughs from recommended products rose 557%—and improved customer capture and repeat-order communications, with plans to add TrustPilot reviews and closer integration with Glasses Direct.

Vision Direct

Emma Haskell

Head of Customer Retention