The state we walked in to
A wellness brand with a substantial list and a substantial problem: nobody was opening. Open rates sat around 5%, which meant the list was effectively dead and most sends were landing in spam.
What we did
- Fixed the underlying deliverability issues. Without that, no flow rebuild matters.
- Rebuilt the high-engagement flows — welcome, abandonment, post-purchase — on proven workflows rather than custom guesses.
- Reset campaign cadence and sender reputation for everything new going out.
Result
Within the first year: flow open rates climbed from 5% to 30% — a 6× lift. Campaign opens followed at +200%. Email ended the year contributing 35% of total revenue, and during Black Friday / Cyber Monday it carried 40%.