Navy Professional: Email Automation Case Study

Navy Professional’s tracked flow revenue grew 96.1% year on year across March–August 2026. Automated journeys took a larger role in a programme whose total attributed revenue remained broadly flat.

Questions about the work

Can flow revenue rise while the wider email programme stays flat?

Yes. Navy Professional’s tracked flow revenue grew 96.1% in March–August 2026 versus 2025, from £69,384 to £136,072, while total tracked owned-channel revenue fell 0.6% and campaign revenue fell 32.9%. The case demonstrates why a flow improvement must be reported alongside the wider account. It is not a 96.1% whole-account growth result.

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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