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Updated: 14 hours ago
FOOD & CONFECTIONERY · CASE STUDY
A heritage brand. A bigger contribution from email.
Across the first full 12-month reporting window after onboarding, Butterfields recorded $502,260 in tracked owned-channel revenue, up 187.4% on the prior year. Campaigns and flows both made a larger contribution.
1 March 2025–28 February 2026 vs 1 March 2024–28 February 2025
THE MEASURED RESULT
tracked owned-channel revenue across matched 12-month periods
1 March 2025–28 February 2026 vs 1 March 2024–28 February 2025
01 · THE CONTEXT
The starting point
Butterfields began working with Thrivelia in February 2025. The brief combined stronger lifecycle coverage with campaigns that felt appropriate for a heritage confectionery brand.
Brand accuracy and customer sentiment mattered alongside revenue. The programme needed to give people useful reasons to return, from limited-edition flavours to restocks, while respecting the audience’s tolerance for email frequency.
THE CUSTOMER JOURNEY
How could a familiar, well-loved product become a stronger reason to return?
02 · THE WORK
Build around the next customer decision.
Give launches and restocks a clear role
Campaign planning made room for product launches, limited editions and replenishment. In the February 2026 review, the client identified limited-edition launches and restocks as successful touchpoints established through the work with the team.
Align recovery journeys with the commercial calendar
The November delivery updates confirmed that refreshed Black Friday flows and pop-ups were live. Welcome, browse, cart and checkout messages were prepared around the event, linking lifecycle follow-up with the campaign calendar.
Learn what people wanted to shop
By February 2026, the sign-up pop-up was testing flavour preference against shopping intent. This created a practical way to learn more about subscribers. Creative reviews also kept accuracy, product presentation and email frequency on the agenda.
03 · THE OUTCOME
The results, with the full context.
Tracked owned-channel revenue increased from $174,735.77 to $502,259.67 across the matched 12-month periods. Campaign revenue grew 343.6% and flow revenue grew 114.7%. The wider business also grew, so these are channel-attributed results within a changing commercial environment.
The later March–July 2026 window remained positive against the same months of 2025: tracked revenue was $217,910.46, up 42.1%. Both views are shown below so the first-year result sits alongside the more recent performance.
Measure | Mar 2024–Feb 2025 | Mar 2025–Feb 2026 | Change
Tracked owned-channel revenue | $174,735.77 | $502,259.67 | +187.4%
Tracked flow revenue | $119,199.71 | $255,888.11 | +114.7%
Tracked campaign revenue | $55,536.06 | $246,371.56 | +343.6%
Tracked SMS revenue¹ | $0.00 | $1,510.32 | No baseline
The later performance window
Measure | Mar–Jul 2025 | Mar–Jul 2026 | Change
Tracked owned-channel revenue | $153,351.43 | $217,910.46 | +42.1%
Tracked flow revenue | $87,735.00 | $121,071.39 | +38.0%
Tracked campaign revenue | $65,616.43 | $96,839.07 | +47.6%
Tracked SMS revenue¹ | $29.90 | $0.00 | -100.0%
Source: Hiro Analytics. 1 March 2025–28 February 2026 vs 1 March 2024–28 February 2025. Amounts are USD. Revenue is platform-attributed, not incremental or a measure of profit. Changes use unrounded values. ¹SMS overlaps flow and campaign totals and must not be added to them. The main window starts after February 2025 onboarding; the prior window includes the onboarding month. The second table compares 1 March–31 July in 2025 and 2026. Reporting ends on 31 July 2026, before the August close-out. SMS handled separately in Attentive is not included in these totals.
THE TAKEAWAY
Build a stronger customer journey.
Butterfields’ programme combined automated journeys with reasons to come back: favourite flavours, restocks and product launches. The results show a larger tracked revenue contribution, while the client feedback reinforced the need to balance commercial performance with accurate creative and a considered sending cadence.
WHAT TO APPLY
Let product demand shape the message.
Restocks, favourite flavours and limited editions provide reasons to return beyond a generic promotion. Coordinate automated offers with the campaign calendar so customers receive a consistent message.
QUESTIONS ABOUT THE WORK
What this case study shows.
What does Butterfields Candies’ 187.4% growth measure?
The case reports $502,260 in tracked owned-channel revenue across March 2025–February 2026, up 187.4% against the preceding matched twelve months. Campaigns and flows both contributed. The measurement excludes separate Attentive SMS and stops before engagement close-out, so it should not be described as total business growth or current ongoing account performance.
Does attributed email revenue prove incremental profit?
No. Attribution assigns orders to a channel under a reporting model. It does not show how many orders would have happened without the messages. Assess the stated dates, baseline, channel overlap and wider store performance, then use margin data and suitable holdout tests when the decision requires an estimate of incremental profit.
YOUR NEXT CHAPTER
What could your email programme do next?
Find the opportunities in your customer journey.
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