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Updated: 13 hours ago
ACCESSORIES & LIFESTYLE · CASE STUDY
A stronger start for Fable England’s owned channels.
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.
1 July–31 August 2026 vs 1 May–30 June 2026
THE MEASURED RESULT
tracked owned-channel revenue vs the preceding two months
1 July–31 August 2026 vs 1 May–30 June 2026
01 · THE CONTEXT
The starting point
Fable England came into the partnership with a clear priority: turn more existing shopping intent into completed orders. At the July kickoff, the team highlighted abandoned baskets, email hierarchy and the need for messages that reflected the brand and its different product categories.
Work began in July 2026. The first phase focused on acquisition and recovery journeys, creating a foundation before expanding the retention programme.
THE CUSTOMER JOURNEY
How could Fable make more of the customers already discovering its products?
02 · THE WORK
Build around the next customer decision.
Start with welcome and recovery
The August account review confirmed that welcome, abandonment, browse and site-abandonment journeys were live. These journeys addressed the moments when a subscriber first joins, explores a product or leaves before purchasing.
Connect email and SMS
SMS was part of the live programme discussed in the August review. The goal was a connected customer journey across the two channels, with reporting that kept their contributions visible.
Keep the message relevant
The kickoff established clearer calls to action and more relevant product messaging as creative priorities. The team continued reviewing seasonal imagery and the distinction between customers shopping different categories.
INSIDE THE DECISIONS
The first phase concentrated on existing shopping intent.
Fable’s welcome and recovery work focused on people who were already joining, browsing or beginning an order. That gave the first phase a defined job before expanding the programme: make the next step clearer for customers already discovering the range. Email hierarchy and category relevance supported that aim alongside the SMS journey.
The two reporting views answer different questions. The preceding two months show the change around the start of the partnership; the same months a year earlier give seasonal context. Both show a larger flow contribution, while the year-on-year campaign decline identifies an area still needing work. Use that difference to prioritise the next phase rather than applying the overall growth percentage to every component.
03 · THE OUTCOME
The results, with the full context.
Tracked owned-channel revenue increased from £150,761.83 in May–June to £325,201.19 in July–August 2026. Flow revenue rose from £86,772.85 to £208,356.73.
The year-on-year view provides a second perspective. Compared with July–August 2025, owned-channel revenue was up 35.7% and flow revenue was up 110.4%, while campaign revenue was down 16.9%. The strongest improvement was in the automated journeys; campaign performance remained an opportunity.
Measure | May–Jun 2026 | Jul–Aug 2026 | Change
Tracked owned-channel revenue | £150,761.83 | £325,201.19 | +115.7%
Tracked flow revenue | £86,772.85 | £208,356.73 | +140.1%
Tracked campaign revenue | £63,988.98 | £116,844.46 | +82.6%
Tracked SMS revenue¹ | £7,651.79 | £18,531.08 | +142.2%
The year-on-year perspective
Measure | Jul–Aug 2025 | Jul–Aug 2026 | Change
Tracked owned-channel revenue | £239,639.66 | £325,201.19 | +35.7%
Tracked flow revenue | £99,038.76 | £208,356.73 | +110.4%
Tracked campaign revenue | £140,600.90 | £116,844.46 | -16.9%
Tracked SMS revenue¹ | £79.05 | £18,531.08 | +23342.2%
Source: Hiro Analytics for Fable England. 1 July–31 August 2026 vs 1 May–30 June 2026. The first comparison is sequential: 62 days versus 61 days, without seasonal adjustment. The second compares 1 July–31 August in each year. 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. Account results include activity beyond individual Thrivelia deliverables.
THE TAKEAWAY
Build a stronger customer journey.
Fable’s early progress centred on the core customer journeys. The first two months showed a larger contribution from flows and higher tracked owned-channel revenue across both comparison windows. The next step was to build on that foundation while improving the campaign programme.
WHAT TO APPLY
Start where purchase intent already exists.
Prioritise welcome and recovery journeys before expanding the programme. Compare the launch period both with the preceding months and with the same months a year earlier; each answers a different question.
QUESTIONS ABOUT THE WORK
What this case study shows.
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.
YOUR NEXT CHAPTER
What could your email programme do next?
Find the opportunities in your customer journey.
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