Case Study: Tap Warehouse achieves a 43% conversion rate uplift from cart and browse abandonment emails with Fresh Relevance

Tap Warehouse recorded a 43% conversion rate uplift!

Tap Warehouse is a UK online retailer of bathroom and kitchen products with around one million annual website visitors. When Frode Myklebust joined to build an email marketing programme from scratch, the company’s challenge was to better engage customers and recover lost sales from cart and browse abandonment.

Working with Fresh Relevance, Tap Warehouse implemented automated cart and browse abandonment emails (about 2,000 emails/month, triggered 30 minutes after cart abandonment and one hour after browsing) and continuously A/B tested content. The programme achieved 50–60% open rates, a 7% uplift in attributed sales, and a test that dynamically included a free-delivery message produced a 60% improvement in click-to-open rate and a 43% conversion-rate uplift.

Tap Warehouse

Frode Myklebust

Senior Digital Marketing Executive