A channel they
had never used.
Interlight had no email programme. Six months later it was a revenue channel with open rates above 50% and a click rate that had gone up fivefold.
A fiercely competitive category where the customer already knows what a bulb costs. So the email has to earn the click.
Interlight is a prominent online retailer specialising in bulbs and batteries, operating in a market where customers compare on price in seconds and loyalty is thin.
Email had never been deployed as a revenue-driving channel. That made it the largest unclaimed surface the business had — and the one with the fewest assumptions baked in.
Three levers,
pulled together.
None of them work alone.
A/B testing
Subject lines, content and calls-to-action tested systematically rather than guessed, so every send taught the next one something.
Customer behaviour analysis
What people opened, clicked and ignored, read as behaviour rather than as a report to file.
Personalisation and hyper-segmentation
The list held apart by behaviour, so the message could be written for what someone actually did.
Written for the
thumb.
Most of this category is read on a phone, standing in front of a fitting that has just failed. The template was built for that moment.
The hierarchy makes the next tap immediately clear.
Behaviour decides who receives the message and when.
Product, price and CTA survive the smallest screen.
The flows
underneath.
Automations out-performed campaigns on click rate by three to one, which is what told us where the programme should live.
How it was run.
Rigorous A/B testing across subject lines, content and CTAs to find the combinations that worked
Methodical testing across segments of the list, not across the list as a whole
Personalised automation triggered on behaviour rather than on the calendar
Reporting read per send, so each one informed the next
From nothing
to a channel.
The marker on each track is where the programme began. The bar is where it settled.
Where the clicks came from
Behavioural flows generated three times the click rate of scheduled campaigns.
Conversion rate lift
The programme did more than create engagement; it improved the share of visits that converted.
Past the
benchmarks.
A fivefold change in the channel's everyday performance.
The clearest signal that testing, reading and segmenting were compounding.
Held consistently.
More visits converted.
Unsubscribes stayed low while engagement climbed.
Deploying email as a new revenue driving channel was new to us. Noetic’s team did not disappoint and kept us engaged in the process without letting it become deadweight or compromise results.
Bill GrayProject Manager, Interlight
The toolsbehind the work.
- BigCommerce
- Google Ads
- Klaviyo
- GA4
- Looker Studio
The channel was not the hard part. Segmenting it was.
Growth surpassing industry benchmarks came from one discipline applied without shortcuts: test, read, segment, send again.
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