T-Market's online shop got 23% of its revenue from personal email and recommendations.
T-Market's first full year with Releva, August 2023 to July 2024. Triggered emails out-earned newsletters per send, and category rows built the basket.
- Supermarket chain · Bulgaria · CloudCart
- About 120 stores · online in Sofia and Plovdiv
- Store order data · click-attributed · no holdout
Strong in its stores. Online, it needed bigger baskets.
In this period T-Market was part of Maxima Group, the largest retailer in the Baltics. It ran about 120 supermarkets across Bulgaria, and its online shop served Sofia and Plovdiv.
From August 2023 to July 2024 the shop took 84,463 online orders, about 7,000 a month. Email was its main channel, at about 550,000 emails a month.
Email and the site, from one memory
Newsletters
338 newsletters in 12 months, to the whole list.
Cart and browse emails
Sent automatically when a shopper left a cart or viewed products without buying. Always on.
Category rows on the promotions page
Dairy, meat, vegetables, fruit, drinks and more, ranked for each shopper from what they viewed, saved and had in their cart.
Cart, category and product pages
“Add more” on the cart page showed each shopper the items they buy most often and had not added yet.
Newsletters reached the most people. Triggered emails earned the most per send.
August 2023 to July 2024. An item can carry an email and a recommendation click, so the shares add up to more than 23%.
| Channel | What ran | Result | Share of online revenue |
|---|---|---|---|
| Newsletters | 338 newsletters, 18% open rate | 10,859 orders; 0.19% of emails led to an order | 12.4% |
| Cart and browse emails | Always on, 44% and 32% open rate | 4,548 orders; per email, 31× and 19× a newsletter | 5.2% |
| Recommendations | Promotions-page rows, cart “Add more”, category and product pages | 64,948 items bought after a click | 5.2% |
| Other email flows | Win-back and weekly digests | Ran next to the rest | 1.5% |
Cart emails were under 1% of the emails sent and brought 21% of email revenue.
Category rows on the promotions page sold best
Recommendations, August 2023 to July 2024.
| Placement | Items bought per 100 clicks | Share of recommendation revenue |
|---|---|---|
| Promotions page, category rows | 25.6 | 36% |
| Category pages | 13.8 | 34% |
| Product pages | 10.1 | 21% |
| Cart page, “Add more” | 21.5 | 9% |
How we counted
Attributed, not measured lift. An item counts when the shopper clicked a Releva email or recommendation and then bought it. There was no holdout group.
Daily summaries. Raw 2023 events are no longer stored. These figures come from Releva's daily summaries, which match the order data wherever both exist.
Two cart flows. The abandoned-cart flow was rebuilt in January 2024. Both versions are counted together.
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