Case Study: FFX Tools boosts email engagement and recovers lost sales with Fresh Relevance

FFX Tools hits the nail on the head with personalized dynamic emails

FFX Tools, a leading UK supplier of premium hand and power tools with an eCommerce channel since 2009, wanted to move beyond one-size-fits-all bulk emails to real-time, personalized communications that treat customers as individuals — particularly important because tool buyers are often brand-loyal for compatibility. The company needed an easy way to include dynamic, brand-specific content in emails to better engage shoppers.

Since adopting Fresh Relevance in 2017, FFX rolled out personalized cart and browse abandonment emails with brand-based hero images, tailored product recommendations, real-time pricing for flash deals, and on-site popovers to capture higher-quality contacts. The changes drove strong results: cart/browse emails now have a 45% click-to-open rate, bulk email CTOR rose from 3% to 25%, and unsubscribes dropped from 2% to 0.07%.

FFX

Chris Hibbard

Content and Systems Support Manager