How We Increased Email Revenue 64% for a Skincare Brand in 90 Days

A premium skincare brand came to us sending one campaign per week to their entire list, no flows beyond a basic welcome. 90 days later, email drove 38% of total revenue. Here's exactly what we changed.

The Starting Point

Monthly email revenue: £28,000. Active subscribers: 41,000. Campaign-only programme. Welcome flow sending a single email. No abandoned cart.

What We Built First

Three core flows in week one: welcome (5 emails), abandoned cart (4 emails), browse abandonment (3 emails). Combined revenue impact in the first 30 days: +£22,000.

Segmentation Overhaul

Built behavioural segments by AOV tier, product category, and engagement recency. Cut send volume to unengaged 25% — deliverability improved within two weeks.

Campaign Strategy

Moved from one weekly campaign-to-all to three weekly sends to tighter segments. Revenue per email tripled.

The Final Numbers

Month 3 email revenue: £46,000. Email as % of total revenue: 38% (up from 14%). Active subscriber base: 38,000 (smaller, healthier).