Buyagift experiences significant sales uplifts.
The challenges
Time consuming processes
Product recommendations have always been integral to Buyagift’s email strategy. But a time-consuming process where recommendations needed to be selected manually meant the CRM team struggled to meet the company’s growing need for more email campaigns and segmentations.
Buyagift’s Senior CRM Manager Charles Kraus wanted to find a tool to help his team save time and boost efficiency, so they could spend more time getting creative and optimising their email campaigns.
Unique business with custom needs
“We looked into a number of different providers and Fresh Relevance was the best for us. Our business is slightly different as each time people shop with us, they’re potentially buying for a different person. What’s more, every single product we sell is in a different location around the country. Fresh Relevance were able to help us with custom work to fit our needs,” explains Charles.
Lack of support from other platforms
“One of my favourite aspects of Fresh Relevance is the support. With a lot of other providers we’ve used, you have to pay for specialist packages if you require any kind of support. With Fresh Relevance, I’ve never seen anything like the level of support we received during set up. Support is probably the biggest problem I hear about within the CRM industry. But it’s the complete opposite when it comes to Fresh Relevance,” says Charles.
“It was ridiculously simple to set up. Fresh Relevance completed our custom work in a few days.”
The solutions
Browse abandonment emails
With Fresh Relevance, Buyagift sends targeted browse abandonment emails featuring the browsed product along with related recommended products. Buyagift uses Fresh Relevance to identify browse abandoners and trigger browse abandonment emails automatically. “Previously, we were only able to identify browse abandoners after the shopper had browsed a discountable product. With Fresh Relevance, we can see browsers of non-discountable region pages and sub-categories, and then use that information for additional targeting,” explains Charles.
“With Fresh Relevance, we’ve seen a 229 per cent increase in ID rate for our abandonment emails.” When it comes to abandonment emails, timing is crucial. Using Fresh Relevance, Buyagift can send browse abandonment emails more frequently, with emails triggering half an hour after a shopper browses. According to Charles, “The amount of triggers that we’ve been able to set up, adapt and improve using Fresh Relevance has been incredibly impactful.”
Personalised newsletter emails
With Fresh Relevance, Charles and his team have been able to save precious time on newsletter setup. “When we’re creating an email, we have multiple different segments with various discounts, which Fresh Relevance can handle with one piece of html. We’ve gone from having to put 12 product recommendations together and a header to essentially just having to create the header”.
Social proof tactics in discount emails
The results
The gift of personalisation
- Five hundred and twelve per cent increase in sales from using Fresh Relevance.
- Two hundred and twenty-nine per cent increase in ID rate for abandonment emails.
- Nine hundred and thirteen per cent increase in sales per unique website visitor.
- One hundred and fifty-four per cent increase in email click-through rates.
- One hundred and ninety-two per cent uplift in sales per unique email.
- Twenty-four per cent sales uplift from product recommendations.
- Fifty-one per cent sales uplift from using Fresh in welcome emails.
- Sixty-six per cent increase in email click to open rates.
Future plans
Experience finder
“If you’re considering Fresh Relevance, just go for it! It’s completely revolutionised the way we work.”
– Charles Kraus, Senior CRM Manager, Buyagift