Real Time Marketing Report for February 2022

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

This can act as a benchmark for your business. 

Sales uplift from triggers and personalization remains consistent, 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 12% uplift when using these triggers.
 

Sales uplift for web and email personalization and triggered emails

  • Industries such as Fashion, Home & Garden, Travel, Jewelry & Luxury, and Hobbies, Gifts and Experiences saw personalization and automation tactics generate more sales uplift than in January 2022. For Jewelry & Luxury, Gifts and Fashion this is likely a result of Valentines Day, for which brands will have launched email and web campaigns. For Home & Garden and Travel, this increase in effectiveness is likely seasonal, as consumers begin to look ahead to going away and sprucing up their gardens for summer. 
  • Web personalization remains the most consistent tactic to drive sales across verticals in comparison with email personalization and triggered emails.
  • Triggered emails had the highest impact in Europe.

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.
 

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

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