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Updated: 11 hours ago
Fable England: Email & SMS Results Case Study
In the first two full months of the partnership, tracked owned-channel revenue reached £325,201. Welcome and recovery journeys became the foundation for the next stage of growth.
Questions about the work
How quickly did Fable England’s programme show a change?
The first two full partnership months, July–August 2026, recorded £325,201 in tracked owned-channel revenue: 115.7% above May–June 2026 and 35.7% above July–August 2025. The sequential comparison is not seasonally adjusted. Welcome and recovery were early priorities, but the figures do not establish a guaranteed two-month result for another brand.
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.
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