Outdoor Adventure Brand Hits 4.8x ROAS and Adds 3K New Leads in 80 days

The client operates in a category where the consideration window is short and the competition for attention is broad. During peak summer, visitors to their site are simultaneously weighing up festivals, holidays, day trips and dozens of other ways to spend their time and money. Browsing behaviour is rapid. Most visitors leave without converting, and without leaving any trace that would allow the brand to follow up.

The client’s existing CRM gave them a strong re-messaging capability with previous customers and opted-in prospects. But that audience had a ceiling. Growing it, and reaching the larger pool of unknown visitors who had demonstrated intent by landing on their site, required a different approach.

They set Optivo a clear target: 3x ROAS within the test period, measured against a channel that could reach visitors their existing tools could not.

Optivo was deployed across the client’s site with a focus on visitors making their way through content and experience pages, the browsing behaviour most indicative of genuine consideration. When those visitors left without converting, Optivo identified them against esbconnect’s database of 17 million opted-in UK consumers and triggered a targeted email sequence, every contact net-new to the client’s CRM.

Messaging was built around urgency and relevance, with incentives designed to bring visitors back to site during the peak summer window when booking intent was at its highest. A secondary call to action within the sequence invited non-converters to join the client’s database, turning unconverted browsers into a pipeline of warm prospects for future seasons.

Within a 80-day test period, Optivo:

• delivered 4.8x ROAS against a 3x target, a result highly competitive with the client’s own re-messaging to existing opted-in customers and previous purchasers
• generated over 3,000 net-new CRM leads, giving the client a qualified prospect base to activate in the run-up to the following season’s key event periods
• demonstrated performance that held up as a genuine complement to, rather than a cannibalisation of, the client’s existing CRM programme

An additional insight emerged from the campaign: Optivo showed meaningful potential during off-peak periods, where visitors researching future bookings or exploring early-season options responded well to messaging focused on advance-booking incentives and early-bird pricing. For a seasonal brand, the ability to maintain engagement and generate bookings outside the summer window represents a significant secondary opportunity.

“We were excited to test Optivo as a new way to retarget unknown visitors to our website. The results so far have been really promising, a ROAS of 4.8 against our primary KPI.”

Email Marketing Manager, leading UK outdoor experience brand