E-telligence 002 - Emma Haskell, Vision Direct

Today it is my pleasure to welcome Emma Haskell from Vision Direct to our monthly E-telligence Brand Spotlight session.

Emma has worked for Vision Direct for 7 years and is the head of customer retention for the brand.

Vision Direct are primarily an online contact lens store operating across 7 markets around the world.

During the interview, Emma was kind enough to share some fantastic insight with us including:

• Vision direct send weekly marketing campaigns across 3 core segments (active customers, lapsed customers and registered not bought customers).
• Personalisation of email content is key to drive re-orders: they saw a 557% increase in clicks from using hyper personalised content recommendations (using Fresh Relevance)
• Personalised welcome email based on specific customer type (from specialised landing page with incentive to opt in) in their French market achieves a 70% open rate and 31% click through rate.
• Vision Direct are using SMS to back up the reminder to re-order messaging they send via email, providing a cohesive message across channels

 

Listen to the full interview to find out more!

 

Want to find out more?

• Customer Personas -  you can find a great free guide on the Hubspot blog here > https://blog.hubspot.com/marketing/buyer-persona-research
• eFocus Marketing Split Testing Kit – Download your free kit here > https://e-focusmarketing.com/free-guides/split-test-kit/
• Deliverability Q&A episode with 250OK: LINK TBC

 

Tools Vision Direct use:

• Dotdigital Engagement Cloud
• Fresh Relevance
• Return Path Certification
• Google Postmaster Tools (Gmail)
• Google Analytics

If you want help to create a customer-centric, personalised, intelligent email marketing programme, get in touch with eFocus Marketing and discover how we can assist you.

Get in Touch >

 

About Vision Direct

Vision Direct is the fastest and easiest way to buy contact lenses online. Ordering lenses with us is a hassle-free process and takes just 2 minutes. Repeat ordering is even quicker with speedy 3-click reorders. With Vision Direct you'll save money without compromising on quality, as we stock the same contacts as high street opticians, without lengthy queues. Plus, we're always open, with a dedicated 24 hours a day, 7 days a week customer service helpline.