Case Study: Halfords Autocentres achieves 54% higher open rates and 86% conversion uplift with RedEye

Halfords Autocentre Email Personalisation leads to 54% uplift in open rates

Halford's Autocentre, the UK’s leading MOT, service, brakes, repairs and tyres specialist with over 300 branches, wanted to improve email engagement and open rates through personalisation. They partnered with RedEye, using RedEye’s email personalisation/data platform which held car manufacturer details for about 90% of the mailable database.

RedEye tested personalised subject lines and creative that injected customers’ car makes for known records versus generic messaging for others. The personalised version drove a 54% uplift in open rate overall, a 124% uplift among previously unengaged recipients, a 13% increase in click rate and an 86% increase in conversion rate; RedEye’s approach was rolled out into behavioural programmes and won a Which Test Won award.

Halford's Autocentre