How We Grew Email Revenue From 1.53% to 17.6% of Total Sales For A Faith-Based Ecommerce Brand

The Problems We Needed to Solve

Email generated just 1.53% of total revenue, but the numbers pointed to a much bigger issue. We found gaps across every part of the retention system:

Foundation

• Only a few basic flows had been built.

• Popups didn’t match the brand or current offers.

Messaging

• Campaigns lacked a clear strategy.

• The email copy didn’t match the brand’s tone or paid acquisition

Performance

• SMS wasn’t set up correctly, resulting in almost no sales from the channel.

• Gmail deliverability was critical, pointing to serious inbox placement issues.

A23 Approach 

Build The Foundation

We started by rebuilding the account from the ground up. Existing emails and popups were redesigned to match the brand, current offers, while ensuring they were legally compliant. 

Fix Performance & Deliverability Before Scaling 

Before sending more emails, we focused on getting them into the inbox. We started with the most engaged subscribers, gradually increased sending volume, and adjusted our targeting along the way. This helped improve Gmail performance and gave us a solid foundation to scale.

Align The Messaging 

The previous messaging didn’t reflect the brand’s voice or customer expectations. We remade campaigns and flows to better match the brand’s tone, align with paid acquisition, and create a more consistent experience across every customer touchpoint. 

Launch SMS Marketing 

A technical issue with the SMS setup was preventing messages from being sent correctly.  We identified the problem, fixed the setup, and launched an SMS strategy that became a profitable part of the retention system. 

The Outcomes of the Project 

380% Increase in Placed Orders 

The welcome flow was completely rebuilt with branded design, stronger messaging, and a more compelling offer. Open rates increased from 18.0% to 46.7%, click rates from 2.0% to 6.1%, and the placed order rate from 1.5% to 7.2%. 

229% Higher Popup Conversion Rate 

Compared over identical 30-day periods, popup revenue increased from $60K to $431K. The submit rate also improved from 6.11% to 20.06%, converting significantly more visitors into subscribers.

Email’s Contribution Increased More Than 11X

Over two comparable reporting periods, email revenue increased from $6,537 to $179,085, growing from 1.53% to 17.6% of total store revenue.