Instant | How A/B Testing Showed a 21% Revenue Lift for July Luggage

How A/B Testing Showed a 21% Revenue Lift for July Luggage

July is an Australian luggage brand known for sleek, durable designs.

Results

50x

Return on Investment

21%

Lift in Email Revenue

With Instant, we achieved a 48x ROI and saw a 17% boost in incremental revenue from emails we previously couldn’t send. We ran a simple A/B test to validate the impact and the difference was clear from day one. Instant outperformed our existing flows across every metric. It’s now a core part of our retention strategy.

Lachi Agnew

Head of Technology

Overview

Founded in Melbourne, July redefines the travel experience with premium luggage that blends timeless aesthetics and functional innovation. Known for their lightweight, durable materials and thoughtful design, July's products cater to modern travelers seeking style and reliability.

Challenge

While Instant Audiences delivered promising results, July sought concrete, data-backed proof of its true revenue impact. They aimed to confirm that the uplift in abandoned cart recoveries wasn’t incidental but directly attributable to Instant’s engagement flows.

Solution

To quantify the true revenue impact, July conducted an A/B test using Instant’s built-in testing functionality. The test split shoppers into two distinct cohorts:

Control Group: Shoppers who did not receive abandonment emails through Instant.
Test Group: Shoppers who were sent Instant-powered abandonment emails.

Control Group: Shoppers who did not receive abandonment emails through Instant.
Test Group: Shoppers who were sent Instant-powered abandonment emails.

By leveraging the A/B testing tool, July got definitive proof of their revenue growth, eliminating any doubts about performance. This allowed the brand to focus on what they do best - designing premium luggage - while confidently trusting their email retention marketing results.