From a messy account to 46.6% of revenue in 45 days.

A messy account bombarding customers

Honestly, the account was messy. Lots of flows weren't needed, and several almost duplicated each other, so people on the list were sitting in multiple flows at the same time.

Subscribers were being inundated with emails, and customers were writing in to complain.

Audited, cut back and rebuilt

I started with a complete, in-depth audit, then:

• Clean-upSwitched off the flows that weren't needed
• RebuildRebuilt the core flows, with the rest under way
• New flowsAdded the missing flows, including a sunset segment
• ListCleaned the list
• SegmentsSegmented the list properly
• CampaignsStarted sending 2–3 campaigns a week

The aim was simple: fewer, better emails, to the people who actually want them.

46.6% of revenue, just 45 days in

Just 45 days in, email revenue was up 24% on the previous period, bringing in $16.8k in 30 days.

Email now drives 46.6% of total revenue, and we're very much just getting started.

More emails isn't the answer. Cleaning up, cutting what wasn't needed and sending to the right people made email both more profitable and more pleasant for customers.