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Email Marketing Case Study | 85% of Revenue from Automations
My role - Email Marketing Strategist & Omnisend Specialist
Project description- For this DTC outdoor living brand, we built a lifecycle-first email strategy designed around a longer customer buying journey. We optimised key automations, behavioural segmentation, abandonment journeys, signup forms, A/B testing, deliverability, and campaign strategy.
The result - automations generated ~85% of email-attributed revenue while accounting for only ~14% of total sends, turning lifecycle email into the brand’s primary email revenue engine.
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The email felt like it was written just for one person. It sort of was.
A subscriber replied asking how the team knew exactly what they needed the honest answer was that their own past behavior wrote the email, automatically, along with a few hundred others.
→ Personalization at scale still has to feel personal, not just automated.
Seeing the email pull directly from a subscriber's own history makes the message feel like a one on one note, even when it's part of a batch.
Personalized variants sent from one campaign this month.
Every one built from the same base email, tailored automatically per segment.
→ Want this for your list? Message me.
That automatic segment tailoring turns a single draft into dozens of relevant emails without extra copy work.
3 signs your email list needs to stop getting the same email:
1. Open rates have been flat for months
2. Every subscriber gets identical content regardless of behavior
3. Unsubscribes spike after broad, generic sends
→ If this sounds familiar, segmentation is usually the fastest fix.
Flat open rates and a rise in unsubscribes often mean the list is being over sent, a quick segment by recent clicks can revive interest.