Emma Bridgewater achieves 10.5% sales uplift with Fresh Relevance for cart and browse abandonment


Fresh Relevance has helped British pottery brand prepare for Black Friday and Cyber Monday.

Emma Bridgewater is a company known around the world for its range of high-quality hand decorated everyday use pottery, made in its Stoke-On-Trent factory. Collaborating with Fresh Relevance this quintessentially British brand is achieving a consistently impressive online sales up-lift.

Email marketing executive at Emma Bridgewater, David Beaumont, said: “When someone visits our website for the first time a pop-up prompts them to share their email address with us. This is invaluable as it means we know who is visiting us and we can keep them updated with the latest products and offers of interest to them.”

The capturing of the email address is the first step in a strategy developed by Emma Bridgewater and Fresh Relevance to maximise revenues from cart and browse abandonment.

When a visitor leaves the website without making a purchase it triggers an email to be automatically generated and sent within 30 minutes, reminding them what they were interested in, the items that remain in their basket, along with a call-to-action to return and complete the transaction. In one month Emma Bridgewater sent nearly ten thousand cart and browse abandonment emails. With Fresh Relevance the company was able to drive a 10.5% sales uplift via abandoned cart and browse emails. Beaumont adds that the number of emails sent can increase exponentially during promotion period: “During a recent special offer we sent 850 cart and browse abandonment emails in a 24 hour period.”

An important factor in Emma Bridgewater’s success is understanding its customers and optimising its emails to have the same look and feel across all devices, as Beaumont explains: “Half of our customers will view their email on an iPhone, so we have worked hard to ensure we present a consistent brand experience across all devices.”

Emma Bridgewater has expanded its work with Fresh Relevance in its preparation for Black Friday, Cyber Monday and the Christmas shopping season, introducing new recommendations that takes advantage of SmartBlocks functionality. Now, emails display the products that the customer placed in their basket as well as similar products that are likely to be of interest, with images pulled directly from the website. Beaumont adds: “We want our customers to have a personal experience with us, so we have also ensured that a customer will not have recommended a product that they have purchased within the last 30 days.”

Beaumont concludes: “The innovation and expertise of the Fresh Relevance team is a real asset to Emma Bridgewater. The quality-of-service and support from the team is helping us to recover potentially lost sales and driving revenues from the website.”