Fewer emails, more revenue

I cut send volume and rebuilt email and SMS around segments and flows.

39% fewer campaigns

~

65% more revenue per recipient

~

83% fewer spam complaints

~

39% fewer campaigns ~ 65% more revenue per recipient ~ 83% fewer spam complaints ~

Brand: DTC air purifier brand

My role: Own email and SMS end to end: strategy, segmentation, flows, and all copy

Platforms: Klaviyo, Shopify Plus

The situation

The brand leaned on frequent campaigns to the full list. I wanted to know how much of that volume was actually earning revenue, and how much was just wearing out the list.

What I did

  • Ran a deliverability audit and cleaned up who received what.

  • Moved revenue from blasts to flows: welcome, abandoned cart, browse abandonment, post-purchase, and winback.

  • Segmented by behavior: purchase history, product owned, engagement, and regional air quality events.

  • Tested with holdouts across unengaged, non-purchaser, and regional segments to see what was truly incremental.

  • Launched SMS from zero, with a welcome text that converts about 19% of recipients.

  • Built an AI-assisted content workflow that cut turnaround from 5 days to 3.

Results

  • 39% fewer campaigns sent

  • 65% more revenue per recipient

  • 61% lower unsubscribe rate and 83% fewer spam complaints

  • Email and SMS drove 37% of ecommerce revenue

  • The brand's best Black Friday, on 4 emails instead of 14

  • The email list grew more than 25% while send volume came down

What this means for your brand

Sending more is the most common way to hide a retention problem. When every send has a reason and a segment, customers open more, leave less, and buy more per message.

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