From sporadic in-house email to a serious revenue channel.

Flows and campaigns, but no real strategy

When I took over, email was being managed in-house. Some flows were set up and campaigns were being sent, but it was sporadic.

They wanted to hand email to an expert and turn it into a channel that pulled its weight.

Restructured the account around a clear strategy

I restructured the account and built a clear strategy around it:

• FlowsAudited and rebuilt the core revenue-driving flows
• New flowsAdded flows tailored to specific products and customer behaviour
• Pop-upsOptimised to improve list quality and conversion
• SegmentsDetailed segmentation by product interest and engagement
• CampaignsA consistent calendar of 2–3 campaigns a week

It's a close collaboration. We work together on spotting opportunities in the customer journey and deciding what to build next. Every email now goes out with a clear purpose.

£25.8k from email in a single month

In a single month, email brought in £25.8k and drove 27.7% of total revenue, up 6% on the previous period.

Email marketing isn't about sending more emails. It's about sending the right emails, to the right people, at the right time, with a clear commercial goal behind each one.