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Updated: 12 hours ago
Olive + Crate: Lifecycle Email Marketing Case Study
From an early-2024 partnership to a more productive lifecycle programme: the full-year 2023 baseline, growth through 2024 and 2025, and the final month of the engagement in January 2026.
Questions about the work
How should a mature email programme’s growth be compared?
Olive + Crate’s headline compares full-year 2025 tracked owned-channel revenue with full-year 2023, a 136% increase. The partnership began in early 2024 and ended in January 2026. Match full years with full years and label pre-engagement baselines clearly; a cumulative growth comparison should not be described as annual growth or continued current management.
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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