Case Study: Thorntons achieves 6% of direct revenue from triggered emails and recovers lost sales with Fresh Relevance

Thorntons’ triggered emails from Fresh Relevance account for approximately 6% of all direct revenue

Thorntons, a British chocolatier founded in 1911 with an established online store, faced typical eCommerce issues with cart and browse abandonment. After initially relying on paid retargeting, the eCRM team sought a more direct, data-driven way to capture abandonment signals and re-engage shoppers via email.

Working with Fresh Relevance, Thorntons implemented year‑round triggered emails for abandoned baskets and browse sessions, plus personalization and Advanced Countdown Timers to create urgency around seasonal delivery cut‑offs. Within 10 months the triggered campaigns generated approximately 6% of Thorntons’ direct email revenue—mostly incremental—and require minimal ongoing resource to manage.

Thorntons

Mike Aspinall

eCRMe Manager