PROFESSIONAL BEAUTY · CASE STUDY
Nearly double the flow revenue. A stronger automated foundation.
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.
1 March–31 August 2026 vs 1 March–31 August 2025
tracked flow revenue, year on year
1 March–31 August 2026 vs 1 March–31 August 2025
The starting point
Navy serves both professional and consumer customers. That creates different needs around product education, replenishment and the next purchase.
The partnership began in February 2026. This case study measures March–August, focusing on the contribution of automated journeys and the wider account context.
How could customer journeys carry more of the programme’s revenue?
Build around the next customer decision.
Expand automated touchpoints
The account reviews covered a broader flow cadence alongside subscriber acquisition and pop-up testing. The measured period shows a substantially larger revenue contribution from flows.
Develop the next-purchase logic
The team analysed entry products and subsequent purchases to inform product pairings and post-purchase journeys. Professional tools and consumer routines required different recommendations.
Separate delivery from the roadmap
Professional and consumer post-purchase work was still being refined at the August review. Those planned improvements are part of the next phase, rather than completed work credited with the results below.
The next purchase is different for a professional and a consumer.
Navy’s product-pairing work considered the first item bought and subsequent purchases. That is useful context for a catalogue serving professional tools and consumer routines. A next-product recommendation should follow the customer’s use case and purchase history rather than place every buyer into the same cross-sell sequence.
The March–August result shows a much larger flow contribution, but campaign revenue declined and the overall attributed total remained broadly flat. The practical priority is therefore broader than celebrating an automation percentage. Review campaign relevance alongside the flow programme, then test the professional and consumer post-purchase ideas that were still being refined at the August review.
The results, with the full context.
Tracked flow revenue rose from £69,383.67 to £136,071.65, an increase of 96.1%.
The wider picture was mixed. Total owned-channel revenue was down 0.6% and campaign revenue was down 32.9%, against a declining wider business. The programme therefore became more dependent on flows. This is progress in automation, rather than growth across every part of the account.
This is a flow-growth result. Attributed revenue does not establish incremental profit or return on agency fees.
Measure | Mar–Aug 2025 | Mar–Aug 2026 | Change
Tracked owned-channel revenue | £277,653.32 | £275,889.13 | -0.6%
Tracked flow revenue | £69,383.67 | £136,071.65 | +96.1%
Tracked campaign revenue | £208,269.65 | £139,817.48 | -32.9%
Tracked SMS revenue¹ | £260.86 | £28,491.33 | +10822.1%
Source: Hiro Analytics for Navy Professional. 1 March–31 August 2026 vs 1 March–31 August 2025. 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.
Build a stronger customer journey.
The clearest progress was the larger contribution from automated journeys. Navy’s next opportunity was to translate that stronger foundation into a healthier overall programme, with more relevant product education and a clearer path to the next purchase.
A flow win is not a whole-account win.
Report improvements in automation alongside the direction of campaign revenue. Use that distinction to decide whether the next priority is flow expansion, stronger campaigns or a different customer journey.
What this case study shows.
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.
What could your email programme do next?
Find the opportunities in your customer journey.
.png)
.png){kind=small}
Comments