icelolly.com increased email conversions by 45% with Litmus
By leveraging customer browse data, icelolly.com utilized Litmus Personalize to enhance their emails by displaying the searched and abandoned deal, improving internal efficiencies and boosting relevancy for their customers.
Litmus Delivers Results
35% higher open rate
201% increase in CTR
45% increase in conversion
Founded in 2005, icelolly.com is the UK’s fastest growing holiday comparison website.1 icelolly.com allows consumers to compare millions of package holidays, city breaks and cruises from the UK’s leading travel companies. They rely on their award-winning email program to engage and delight travelers and continue to lead the way in the travel industry. 1 Hitwise, 2018
The Challenge
The icelolly.com team built their deals marketing program around hand-picked, curated offers. Deals showcased in emails were static; every recipient received the same offers no matter what they had shown interest in. icelolly.com had previously attempted to display browsed deals by using a web scraping tool but found that it resulted in technical website issues.
icelolly.com needed a way to increase the relevancy of their email content by personalizing the deals to each recipient based on their last touchpoint—abandoned browse data—and they needed to do this at scale and without extra manual effort.
How Litmus Personalize Solved the Challenge
By leveraging customer browse data, icelolly.com utilized the Litmus Personalize, powered by Kickdynamic, technology to enhance their emails by displaying the searched and abandoned deal, improving internal efficiencies and boosting relevancy for their customers.
To make this possible, they created a json API containing deals from their website combined with Google Analytics data. Once this feed was created it was easily connected into the Litmus Personalize, powered by Kickdynamic platform.
They were then able to resurface deals in an email the day after a customer abandons, automatically and repeatedly, at scale.
The Results
The icelolly.com team has experienced amazing results since implementing live deals in their abandoned search emails and have won awards for their innovation.
35%higher open rate
201%increase in CTR
45%increase in conversion
“The Kickdynamic team supported us throughout the process of setting up the technology and helped us get the email programme up and running quickly to deliver dynamic content to our customers.”
