Email Marketing Case Study: How an Omnichannel Retailer Generated £200K in Email Revenue
This email marketing case study shows how we helped an omnichannel retailer shift from acquisition-only thinking to a retention-led email strategy, generating £200,855 in email-driven revenue and over 2,000 orders through targeted automation and personalisation.
£200,855
In email-driven revenue
2,036
In email-attributed orders
2,584
Increase in clicks
32%
Open rate
Overview
This omnichannel retailer operates across ecommerce and physical stores, with strong acquisition channels but an underdeveloped email and retention strategy.
Despite healthy traffic volumes, email was underutilised, leaving significant revenue on the table from existing users.
Services
- Email marketing
Industry
Home & Garden
Business Model
Retail / Ecommerce
Market
United Kingdom
The Challenge
Email performance was limited by a narrow focus on first-time buyers and a lack of lifecycle strategy.
Key challenges included:
- No structured retention or repeat-purchase strategy
- 60%+ cart abandonment at checkout
- Missed revenue due to out-of-stock products
- Generic messaging with little personalisation
Email was functioning as a broadcast channel, not a revenue engine.
Our Approach
We rebuilt email around segmentation, automation, and relevance, turning existing demand into measurable revenue.
1. Audience Segmentation & Strategy
We created clear customer segments based on behaviour and intent, including:
- Abandoned cart users
- Browse abandonment users
- Out-of-stock product viewers
- New customers
- Second-order customers
- Engaged subscribers
This allowed messaging to reflect where users actually were in their buying journey.
2. Automation-First Lifecycle Build
We designed and launched a full suite of email automations, including:
- Abandoned cart emails
- Browse abandonment flows
- Back-in-stock notifications
- Discount code delivery (from organic landing pages)
- Pop-up subscriber welcome flow
- Post-purchase and order follow-up sequences
Each flow was built to capture lost intent or encourage repeat purchase.
3. Creative, Personalisation & Testing
To support scale and consistency:
- New modular email templates were created with refreshed branding
- Advanced rule splits tailored messaging by segment, behaviour, and availability
- Subject lines and preheaders were A/B tested to maximise open rates
- Messaging adapted dynamically for out-of-stock vs in-stock scenarios
This ensured emails stayed
relevant, timely, and conversion-focused.
The Results
After restructuring the account and aligning campaigns to intent.
+37.2%
Increase in revenue
+41.8%
Increase in conversions
-14.3%
Decrease in CPA
+32.8%
Increase in conversion rate
Why This Worked
- Segmentation replaced one-size-fits-all messaging
- Automation captured intent that was previously lost
- Personalisation increased engagement and relevance
- Email supported both conversion and retention, not just acquisition
The result was a scalable lifecycle system that continues to drive value without increasing acquisition spend.
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