Case Study: Cosmos achieves 50% of email revenue from behavioural emails with RedEye

Mobile optimised emails generate 39% of total revenue

Cosmos, the UK’s leading independent travel group and the country’s largest independent tour operator, had relied on broad campaign emails and regularly blasted their full mailing list. Working with RedEye since 2011, Cosmos needed a more targeted approach to boost engagement and revenue from their email channel.

RedEye used its integrated database and behavioural email program to segment customers and trigger seven targeted messages (e.g., abandon search, abandon booking, welcome/anniversary). The move delivered measurable gains: behavioural emails average a 53.4% open rate (28.4% higher than campaigns) and a 22.8% clickthrough rate (15.3% higher), and—despite making up only 4% of email volume—now drive 50% of Cosmos’s email revenue. RedEye’s solution therefore produced a substantial uplift in engagement and sales.

Cosmos

Katerina Novotna

Digital Marketing Executive