Case study · Fashion

How a fashion brand went from €615 to €201,826 in email revenue in 4 months

From inconsistent campaigns and no flows to a fully automated revenue system. Same brand, same products, a different system.

Email revenue
€201,826
Growth
+32,700%
Avg open rate
49.4%
List growth
15×
The result

€201,826 in 4 months. Same brand. New system.

Jan – Apr 2026
0
Email attributed revenue
Was €615
+0%
Growth vs. previous period
Benchmark: 21%
0,0%
Avg campaign open rate
Was 4
0
Campaigns sent
24/7 automated
0
Active flows
302 → 4,537
0×
List growth
Before vs. after

The same brand. A different system.

Before Scalingflow€615
  • 4 campaigns in 4 months
  • Max 302 recipients per send
  • No active flows
  • No segmentation
  • €615 email attributed revenue
  • Sporadic, no calendar
After Scalingflow€201,826
  • 41 campaigns in 4 months
  • Up to 4,537 recipients per send
  • 7 flows live, 24/7 automation
  • Engaged 30 / 60 / 90 / 180 segments
  • €201,826 email attributed revenue
  • 3–4 emails per week, fixed cadence
The approach

Build the system while the store stays open.

No testing, no waiting, direct execution across two parallel tracks: flows and campaigns.

Phase 1

Flows

All core flows live in the first weeks: welcome series, abandoned checkout, abandoned cart, browse abandonment and customer thank-you. Built on what works, not on assumptions.

Phase 2

Campaigns

From 1 send per month to 3–4 per week. Not by sending more to the same people, but by growing the list and sending the right offer to the right segment.

Phase 3

Segmentation

Engaged 30/60/90/180 segments built from day one. High-intent shoppers and openers-no-conversion get hyper-targeted follow-ups.

Phase 4

Deliverability

Bounce rate <1%. Non-engagers suppressed from broadcasts. A fixed cadence inbox providers reward. Emails land in primary, not promotions.

Flow performance

€154,558 from automated flows alone.

Revenue that comes in without a single campaign. Every visitor activates the system.

Welcome series

€60,240
Revenue
RPR
€6.65
Open rate
48.9%

Abandoned checkout

Top RPR
€37,132
Revenue
RPR
€8.44
Open rate
46.9%

Customer thank-you

€22,307
Revenue
RPR
€2.62
Open rate
64.1%

Abandoned cart

€21,447
Revenue
RPR
€6.62
Open rate
48.4%

Delay flow

€7,842
Revenue
RPR
€2.29
Open rate
71.7%

Site AB flow

€3,085
Revenue
RPR
€1.22
Open rate
37.0%

Browse abandonment

€2,505
Revenue
RPR
€3.05
Open rate
56.2%
Campaign breakdown

Top 6 sends. €22,839 combined.

7 Mar 2026
LEO-2603-003
46.1%
€6,164
First ALL Marketing send. Full list, sharp offer.
10 Apr 2026
LEO-2604-006
36.1%
€4,237
Broad send to engaged list with strong CTA.
13 Mar 2026
LEO-2603-008
44.6%
€3,631
ALL Marketing, optimised follow-up.
5 Apr 2026
LEO-2604-003
32.6%
€3,489
Largest list to date: 4,469 recipients.
20 Apr 2026
LEO-2604-012
80.4%
€2,801
Openers-no-conversion segment. Highest open rate in account.
25 Apr 2026
LEO-2604-015
77.8%
€2,517
Hyper-targeted retargeting on warm openers.
Segmentation

The right email to the right person.

The biggest mistake brands make is sending everyone the same email. The openers-no-conversion segment hit 80.4% open rate. That's what relevance does.

Segment

Engaged 30 days

Most active subscribers, for the strongest offers.

Segment

Engaged 60 / 90 days

Wider group, for content emails and softer promotions.

Segment

Engaged 180 days

Broad reach, used for ALL Marketing sends.

Segment

High-intent shoppers

Viewed products but did not buy. Recovery sends.

Segment

Openers no conversion

Opened but didn't buy, gets hyper-targeted follow-up.

Segment

Non-openers

Suppressed from broadcasts to protect deliverability.

Why it worked

Three things made the difference.

01
Reason 01

Consistency

From 4 emails in 4 months to 41 campaigns in the same period. The most basic change, and the most impactful. Brands that don't send regularly get forgotten.

02
Reason 02

Segmentation

From day one, no one received the same email. Higher relevance → higher open rates, lower unsubscribes, better conversion across the board.

03
Reason 03

Automated flows

€154,558 from flows. Revenue that comes in without sending a single campaign. Every new visitor activates the system. The welcome series alone made €60,240.

Your turn

Your email list is probably worth more than you think.

The subscribers are there. The traffic is there. The products are there. What's missing is the system. We build it, based on data from dozens of DTC brands, not assumptions.

No commitment · 30-minute call · Tailored to your store