Buyagift targets email to increase conversion

UK gift experience company Buyagift is adopting a new targeted email strategy in an effort to increase online conversion.

The company that made sales of more than £30 million in the UK last year is investing in a full programme of behavioural email to boost revenues even further.

The email programme will target users based on how they interact with the company’s website and will be managed by email and website optimisation specialist RedEye.

Using RedEye’s hosted tool, REACT, all programmes will incorporate the use of dynamic content, ensuring every single email communication sent is highly relevant to the individual user receiving it.

Alison Wade, head of marketing at Buyagift, said: “We’re always working to ensure customer satisfaction at every level and that includes email communication. Email marketing is a well-accepted strategy for improving online conversion. However, we were looking for a supplier that could do more than just send out emails. We wanted to work with a team that would help us deliver the quality campaigns our customers deserve.

“In the first few weeks we’ve been working with RedEye we are already very impressed with the service. We were up against tight time constraints to get campaigns up and running, but we needn’t have been worried. The installation of RedEye’s ASP [Active Server Protocol] tool was done with ease and efficiency, making the process extremely painless. It has made us very excited about our new relationship with RedEye and we are very much looking forward to working together in the future.”