Retail and e-commerce
An automated email program that grew email revenue 62% year over year
A consumer health brand had a large customer list, a marketing platform and a team that could send. Nothing decided what went out, to whom or when. We rebuilt the program around customer behavior and the founder's own voice.
More than $10,000 a month added through one channel
growth in email-attributed revenue, year over year
of sales now come through email
automated customer flows, written in the founder's voice
a month in added revenue through email
Before and after
A customer list the brand paid to build, getting generic, occasional email
- Email-attributed revenue up 62% year over year
- Email now more than a quarter of sales
- About 15 minutes of client time a month
The problem
The brand had already paid to acquire its customers, but the list was barely earning. An audit of every past campaign found generic copy, no social proof and every message aimed at the same customer.
Why email first
Those customers were already acquired and then left alone, which made the list the cheapest source of new revenue the brand had: no new ad spend, no new creative budget and no new hires. The work was deciding what to send, to whom and when, then automating it so it kept running without anyone remembering to press send.
What we built
We recorded a one-hour interview with the founder, then designed 15 automated email flows, including welcome, abandoned cart and reactivation sequences, all written in the founder's voice. Customers receive different follow-up based on what they viewed, bought or left unfinished.
What gets tested and what gets priority comes from the sales attribution already in the client's own platform, not from opinion. Under the engagement, we review the revenue behind each flow and adjust timing and messaging toward what sells.
- A customer views, buys or leaves a cart
- The matching flow starts on its own
- A message in the founder's own voice
- Sales attributed in the client's platform
- Timing and copy tuned to what sells
The result
Email-attributed revenue rose 62% year over year, and the program added more than $10,000 a month in revenue. Email now accounts for more than a quarter of sales, and the program takes about 15 minutes of the client's time a month.
Where it runs
Nothing here creates a dependency on us.
In the client's own accounts
- The email account and platform
- All customer data and the customer list
- Final approval on each message before it goes live
- Every flow, running in the client's own platform
Client name withheld. Figures are rounded and describe the scope and outcome of work delivered by AB Analytics. Reference conversations can be arranged for some engagements.