Emma Haskell's guest appearances

Emma Haskell

E-telligence

Rory Sutherland

Chloe Thomas

John Thies

Elliot Ross

Guy Hanson

Mark Ash

Aysha Zouain

Jay Oram

Jacques Prothon

Skip Fidura

Gavin Laugenie

Victoria Peppiatt

Gyula Németh

OwlTail

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 &gt; https://blog.hubspot.com/marketing/buyer-persona-research  eFocus Marketing Split Testing Kit – Download your free kit here &gt; https://e-focusmarketing.com/free-guides/split-test-kit/  Deliverability Q&amp;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 &gt;   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.

Today it is my pleasure to welcome Emma Haskell from <a href="https://www.visiondirect.co.uk/" rel="nofollow" target="_blank">Vision Direct</a> 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: <ul><li>Vision direct send weekly marketing campaigns across 3 core segments (active customers, lapsed customers and registered not bought customers). </li> <li>Personalisation of email content is key to drive re-orders: they saw a 557% increase in clicks from using hyper personalised content recommendations (using <a href="https://www.freshrelevance.com/" rel="nofollow" target="_blank">Fresh Relevance</a>)</li> <li>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.</li> <li>Vision Direct are using SMS to back up the reminder to re-order messaging they send via email, providing a cohesive message across channels</li> </ul> Listen to the full interview to find out more! Want to find out more? <ul><li>Customer Personas -  you can find a great free guide on the Hubspot blog here &gt; <a href="https://blog.hubspot.com/marketing/buyer-persona-research" rel="nofollow" target="_blank">https://blog.hubspot.com/marketing/buyer-persona-research</a> </li> <li>eFocus Marketing Split Testing Kit – Download your free kit here &gt; <a href="https://e-focusmarketing.com/free-guides/split-test-kit/" rel="nofollow" target="_blank">https://e-focusmarketing.com/free-guides/split-test-kit/</a> </li> <li>Deliverability Q&amp;A episode with 250OK: LINK TBC</li> </ul> Tools Vision Direct use: <ul><li><a href="https://dotdigital.com/" rel="nofollow" target="_blank">Dotdigital Engagement Cloud</a></li> <li><a href="https://www.freshrelevance.com/" rel="nofollow" target="_blank">Fresh Relevance</a></li> <li><a href="https://returnpath.com/" rel="nofollow" target="_blank">Return Path Certification</a></li> <li><a href="https://www.gmail.com/postmaster/" rel="nofollow" target="_blank">Google Postmaster Tools (Gmail)</a></li> <li><a href="https://marketingplatform.google.com/about/analytics/" rel="nofollow" target="_blank">Google Analytics</a></li> </ul> 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. <a href="https://e-focusmarketing.com/contact-us/" rel="nofollow" target="_blank">Get in Touch &gt;</a> 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.

E-telligence 002 - Emma Haskell, Vision Direct