The Shift: Email share of total revenue grew from 19% to 33%.

We drove a significant shift in revenue contribution, increasing email-attributed sales from 19% to nearly 33% of the total business. By scaling both automated flows and seasonal campaigns, we generated £944,330 in revenue. 

Deliverability

High engagement starts with inbox placement. Our Deliverability Score of 80 and an Open Rate of 40.7% (significantly above the 33% industry recommendation) prove that our audience segmentation is highly effective. We focus on reaching the right people, which keeps unsubscribe rates low and engagement metrics well above market standards.

A core part of our strategy is maintaining pristine deliverability. We maintained a 'Healthy' status across all technical metrics, with a 0.00% Spam Complaint Rate and a minimal 0.11% Bounce Rate. By keeping the sender reputation high, we ensure that our campaigns consistently reach the primary inbox, not the promotions or spam folders.

Newsletter

Before our intervention, The Shirt Company's email strategy was stuck. Despite having a premium product, the brand suffered from:

• Low Flow Utilization: Revenue was overly dependent on manual weekly campaigns.

• Stagnant Retention: Email contributed only 19% of total business turnover.

• Under-optimized Acquisition: High web traffic was not being converted into a growing subscriber list.

The screenshots demonstrate high engagement and conversion efficiency within our email retention strategy. We achieved a remarkable 40.36% Open Rate, while specific automated segments reached a 3.08% Placed Order rate, significantly outperforming standard industry benchmarks.

Pop Up

By redesigning and properly timing the acquisition pop-up, we turned passive website traffic into a predictable source of new leads.
The pop-up became a key driver of list growth and directly fed revenue through the welcome series.

Level Up Mailing system

• Moved away from "sending newsletters" and instead built a retention ecosystem based on 5 strategic pillars:
• Automated Revenue (Flows): Developed a sophisticated flow architecture generating 66% of all email revenue, ensuring the brand makes money while the team sleeps.
• List Growth Engine: Optimized on-site pop-ups to achieve a 6.2% conversion rate, driving a consistent +3.67% monthly growth in the database. • High-Intent Conversion: Refined the Abandoned Cart Flow, achieving an 8% conversion rate and a Place Order Rate of 0.3% across the board.
• Premium Retention: Focused on the Repeat Purchase Rate, which now stands at a healthy 28%, fueled by personalized post-purchase journeys.

• Deliverability Excellence: Cleaned the technical infrastructure (DKIM/DMARC) to achieve a 40.8% Open Rate, ensuring our messages land in the Primary Inbox, not Promotions.

Donna Midletton, CEO The Shirt Company

Finally, I know how much every pound spent on marketing brings back.

Authority Moment "The biggest shift for The Shirt Company wasn't sending more newsletters. It was building an automated system that drives consistent revenue without relying on manual campaigns. We didn't just find new customers; we unlocked £400,000 hidden within the existing database by mastering the art of retention."

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Strategy & Execution by Level Up Mailing