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How Olive + Crate grew annual tracked owned-channel revenue 136% from 2023 to 2025

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.

Full-year 2025 vs full-year 2023 · Partnership began early 2024

01 · THE CONTEXT

The starting point

The partnership began in early 2024 and closed out around the end of January 2026. This case study compares the 2023 baseline with 2024 and 2025, ends with January 2026. Performance after the engagement is excluded.

Olive + Crate already had a substantial lifecycle programme. The opportunity was not to add automation for its own sake. It was to decide which journeys still deserved to exist, where automations overlapped and which messages were generating attention without enough revenue.

An account review found duplicated abandonment logic, inactive legacy automations, seasonal content inside evergreen journeys and several paths competing for the same customer. Some sequences had clear engagement but weak conversion. Others overlapped with cross-sell or nurture journeys. The account needed fewer assumptions and clearer decisions.

THE COMMERCIAL QUESTION

How do you simplify a mature programme without losing the revenue it already produces?

02 · THE WORK

Repair the journey before increasing volume

Thrivelia reviewed the account flow by flow, then rebuilt the programme around what each journey was meant to accomplish.

Remove overlap and dead weight

Legacy browse, replenishment and customer-thank-you paths were reviewed against the active Thrivelia journeys. Redundant or conflicting automations were paused so customers would not receive several versions of the same message.

Improve the moments closest to purchase

Abandoned-cart and checkout sequences were assessed message by message. Weak later emails were marked for testing, while purchase exclusions and Smart Sending rules protected the customer experience.

Build retention around real buying behaviour

Win-back timing was aligned to Olive + Crate's observed repurchase window. Cross-sell, post-purchase and review journeys were refined around what a customer had bought and what would be useful next.

Connect email, SMS and onsite conversion

The work expanded beyond email into SMS tracking, pop-up tests, landing pages and seasonal offer execution. For major trading periods, campaign messaging, onsite banners, welcome journeys and abandonment flows were coordinated around the same offer.

Use campaigns to learn

Campaigns mixed promotional urgency with practical sleep and product education. In September 2025, the strongest sale sends produced click rates above 3.6%. An October educational campaign comparing duvets and comforters reached a 3.42% click rate and generated the most campaign revenue in that reporting period.

03 · THE CREATIVE

See the work.

Selected lifecycle creative from the Olive + Crate design archive.

Explore the full messages. Hover to pause, or open an email to inspect it.

04 · THE RESULTS

From the 2023 baseline.

Tracked owned-channel revenue

Full calendar years · 2023, 2024 and 2025

Thrivelia began working with Olive + Crate in early 2024. The full-year 2023 account provides the pre-partnership baseline.

Annual tracked owned-channel revenue grew from $162.1k in 2023 to $358.4k in 2024 and $382.6k in 2025. That is 121.1% growth in the first calendar year of the partnership, followed by a further 6.7% in 2025. Across 2023–2025, tracked owned-channel revenue increased 136.0%.

Tracked flow revenue grew from $128.8k to $303.3k across the same full-year comparison, up 135.5%. Campaign revenue grew from $33.3k to $79.3k, up 138.1%. The wider business also grew, so the channel comparison should be read alongside that commercial context.

The wider view shows where the gains happened: a substantial step up in 2024 followed by more modest full-year growth in 2025. The earlier July–September result was one part of this longer engagement.

Full-year comparison: January–December

Metric | 2023 | 2024 | 2025

Tracked owned-channel revenue | $162,089 | $358,408 | $382,582

Tracked flow revenue | $128,803 | $281,135 | $303,330

Tracked campaign revenue | $33,285 | $77,274 | $79,253

Tracked SMS revenue | $22,811 | $103,783 | $105,553

January 2026: the final month

The engagement closed out around the end of January 2026, with a final handover discussion in early February. January 2026 recorded $42.2k in attributed revenue, compared with $18.1k in January 2025.

The comparison below shows January only in each year. The case study ends in January 2026; performance after the engagement is excluded.

Tracked owned-channel revenue

January only in every year · reporting ends January 2026

Metric | 2023 | 2024 | 2025 | 2026

Tracked owned-channel revenue | $14,080 | $17,832 | $18,080 | $42,246

Tracked flow revenue | $11,020 | $9,531 | $15,006 | $33,854

Tracked campaign revenue | $3,060 | $8,302 | $3,074 | $8,392

Tracked SMS revenue | $3,009 | $0 | $7,853 | $803

Source: Hiro Analytics, retrieved 23 September 2026. Figures are platform-attributed revenue, not incremental revenue or proof of sole agency causation. Historical attribution settings have not been normalised. SMS overlaps the campaign/flow breakdown and must not be added to those totals. Values are rounded; changes use unrounded figures. Calendar-year 2024 includes the transition into the partnership. The final comparison uses January only in every year. No data after January 2026 is included.

05 · WHAT CHANGED

A more useful customer journey.

Overlapping and outdated automations were identified and simplified.

Abandonment journeys were tested at message level.

Win-back timing was connected to observed repurchase behaviour.

Email, SMS, pop-ups and landing pages were treated as one customer journey.

Flows became the primary source of year-on-year owned-channel growth.

THE TAKEAWAY

The largest step forward came in the first calendar year of the partnership, followed by further growth in 2025. By comparing full years with the 2023 baseline, the case study captures the scale of that change and stops at the close of the engagement in January 2026.

Thrivelia is here for when profit matters.

WHAT TO APPLY

Use a baseline that matches the work.

Track the programme from the period before the partnership, through the years of delivery, to the actual engagement end. Keep partial-year comparisons separate so a shorter reporting window does not disguise the longer evolution.

QUESTIONS ABOUT THE WORK

What this case study shows.

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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