Email wasn't doing the same job in every business.

Across different brands, I worked on different parts of the email journey: connecting customer journeys to increase revenue and retention, building campaigns around key commercial moments, and using performance data to improve what happened next.

Challenges: Revenue Growth · Campaign Performance · Email Optimisation

Areas: Customer Journeys · Campaign Sequencing · Performance Analysis

Approach: Customer Behaviour · Commercial Timing · Performance Data

Results: +82% email revenue · 33% of total sales through email · +24% seasonal campaign revenue

Email was already an established revenue channel across these businesses, but the opportunity extended beyond improving individual sends. Customer journeys were fragmented. High-intent commercial moments were often treated as standalone campaigns. And performance data was being used to report what had happened rather than inform what should happen next.

The challenge was to make email work as a connected commercial system, using customer behaviour, timing and performance to determine what customers received, when they received it and what happened next.

The work changed depending on the commercial problem. Across the projects, I redesigned customer journeys around behaviour and intent, connected campaigns across key decision moments, and used performance data to improve future sequencing and targeting.

The objective wasn't simply to send more email. It was to make each interaction contribute to the next commercial outcome.

Customer Journey & Retention (+82% increase in revenue from email over six months) Email was already generating sales, but customer journeys were fragmented and opportunities to convert and retain customers were being missed. I restructured the journey around customer behaviour and intent, connecting key moments from welcome and consideration through to purchase and re-engagement. The result was a more connected customer journey that increased engagement, strengthened retention and generated more revenue from existing customers.

Performance Optimisation (33% of total sales generated through email) Campaign reporting focused on individual email metrics rather than overall commercial performance, making optimisation reactive instead of strategic. I analysed performance across multiple launches and markets to identify behavioural patterns, engagement trends and revenue opportunities. Those insights informed future sequencing, audience targeting and campaign planning, improving the commercial effectiveness of email over time.

Commercial Moments & Campaign Sequencing (+24% increase in seasonal campaign revenue) Key commercial moments were being supported by standalone promotional emails, limiting the opportunity to build anticipation, maintain engagement and convert existing demand. I built multi-email journeys around each commercial moment, moving customers from anticipation and consideration through to conversion. Connected campaigns created greater momentum around key periods, strengthening engagement and generating more revenue from existing demand.

The strongest email performance didn't come from treating each send as an isolated campaign. It came from understanding the role each interaction played in the wider customer journey — what had happened before, what the customer was likely to need next, and which commercial outcome the sequence was designed to support.

This approach helps businesses move email beyond a campaign calendar and use it as a commercial system — connecting acquisition, conversion, repeat purchase and retention. It also means performance data becomes useful beyond reporting. What customers do informs what happens next, allowing journeys and campaigns to improve over time.

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