Real Time Marketing Report for April 2022

This monthly report covers Email and Web Personalization plus Cart and Browse Recovery results for April 2022, based on the performance of Fresh Relevance clients.

This can act as a benchmark for your business. 

Sales uplift from triggers and personalization increase slightly in April 2022 when compared to the previous month, with web personalization still leading the way as the tactic that generates the most revenue on its own. 

The use of custom email triggers, such as post purchase, back-in-stock and price drop emails has been an effective tactic for Fresh Relevance clients, particularly those in the travel industry, who saw an average of 11% uplift when using these triggers.
 

Sales uplift for web and email personalization and triggered emails

  • Industries such as Fashion, Kids, Multi Brand Retail and Hobbies & Gifts showed the most uplift from automation and personalization tactics in April 2022. The fashion industry saw a large increase in impact of about 5%, with web and email personalization seeing significant growth in sales uplift as consumers start to fill up their summer wardrobes. Another increase that may be seasonal was for Home & Garden, who saw uplift increase by about 2% month on month. 
  • Web personalization remains the most consistent tactic to drive sales across all verticals except Jewelry & Luxury and Travel, for which triggers are the most impactful tactic. 

  • Triggered emails had the highest impact in Europe, whilst web personalization has the highest impact in North America and the UK.

The above figures show conversion rate from email to purchase. 

Cart abandonment is a significantly higher issue in the US than the UK or Europe. However, recovery rate is similar across all three regions, which shows there is great opportunity for the use of cart abandonment recovery emails in North America. The UK saw an increase in recovery rate in April 2022 compared to previous months. 
 

Cart abandonment ID rates are fairly consistent across regions, while the US sees a slightly lower browse abandonment ID rate.
 

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