Case Study: Chums achieves 692% ROI on abandoned-basket emails with RedEye

Abandon basket campaign generates 55% click though rate for Chums

Chums, facing intense competition in online retail, engaged RedEye to improve its abandon basket email campaign performance. RedEye was asked to optimise follow-up emails, specifically by testing personalised subject lines to recover abandoned baskets.

RedEye ran a 50:50 A/B test over a month comparing a personalised subject line (“Still looking for your [[Item Name]]…”) against a generic alternative; the personalised version delivered superior unique open and click rates and more than doubled revenue versus the generic. The work by RedEye produced a 692% ROI, a 55.8% unique open rate, a 55.1% click through rate, a 5.7% click-to-order conversion rate, and a 14.2% higher CTR versus the non-personalised version, leading Chums to apply the personalisation across all abandon basket triggers.

Chums