MyOptique Group is the e-commerce leader across all eyewear categories – prescription glasses, contact lenses and sunglasses in Europe. They operate several online brands, most known in the UK for Glasses Direct, Sunglasses Shop and Eyewearbrands. The Challenge To develop an optimization strategy for BAU emails to ensure continual improvement of return on investment (ROI) from email. The Solution The marketing team at MyOptique took a systematic approach to developing their testing strategy. First they identi ed all the metrics that impact revenue generated from email (the KPI funnel): Emails sent Open rate Click-through rate Conversion rate Average order value Taking each metric in turn, they identi ed the in uencers. For example, open rate is in uenced by: Deliverability

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