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Updated: 13 hours ago
LAUNCH RESULTS
A fresh start for pet hydration. $29.3k in reported email and SMS revenue.
Selene’s first September reporting window combined campaigns with newly launched welcome, checkout and browse journeys, producing $29,265 in reported email and SMS revenue.
Reporting window: 8–30 September 2025
LAUNCH RESULTS
reported email + SMS revenue
Reporting window: 8–30 September 2025
01 · THE CONTEXT
The starting point
The account’s reporting window began before several new flows launched. That timing matters: the first report describes activity during the launch phase, rather than a full month with every new journey running.
02 · THE WORK
The decisions behind the journey.
Launch the core journeys
Welcome, abandoned checkout and browse abandonment went live on 23 September. Cross-sell followed on 26 September, with a delay before customers would enter it.
Create useful campaign angles
Product spotlights, founder storytelling and educational content were among the reported campaigns. The first report identified results at campaign level as well as account level.
Connect capture and later follow-up
Pop-up tests collecting customer information and an exit-intent form were live. Site abandonment and order confirmation followed on 1 October, outside the main reporting window.
INSIDE THE DECISIONS
Read the first report as a launch-phase snapshot.
Selene’s reporting began on 8 September, while welcome, checkout and browse journeys launched on 23 September and cross-sell followed on 26 September. A delayed cross-sell path had still less time to receive customers before the window ended. The account total therefore describes a mixed period with different journeys at different stages of maturity.
Campaigns had a different role in that first window. Product spotlights, founder storytelling and educational content gave the audience reasons to engage while the automation foundation was being introduced. A useful account review connects those two kinds of activity without assigning every reported order to the newest flow.
Keep a separate clock for each customer journey.
Annotate the report with activation dates and allow delayed paths enough time to run before comparing them. Track entries, delivered messages and attributed orders for each flow, not only the account total. Site abandonment and order confirmation launched on 1 October, so they belong to the next delivery stage rather than the September result.
The $29.3k snapshot is a concrete first signal, not a before-and-after experiment. For a dependable next comparison, use a clearly defined period after launch and retain the same attribution basis. That lets the team distinguish a working implementation from evidence that a particular message or popup is improving the customer journey.
03 · THE OUTCOME
The figures, with their context.
The 8–30 September report recorded $29,264.69 attributed to email and SMS: $16,729.18 from campaigns and $12,535.51 from flows. These are reported platform-attributed figures, not incremental revenue or profit. The flow total includes the account’s activity across the window, not only revenue from the newly launched TH journeys.
8–30 September 2025. Revenue is platform-attributed, not incremental or profit. No store-wide financial totals are shown.
WHAT TO APPLY
Take the lesson into your own programme.
Annotate launch dates on the reporting timeline. A flow launched near month-end has had less time to run than an established campaign programme. Evaluate it over a comparable period before declaring a winner.
Reporting window: 8–30 September 2025. This case study covers the specific work described. Journey diagrams explain the approach.
QUESTIONS ABOUT THE WORK
What this case study shows.
What does Selene’s first reporting window show?
Selene reported $29,265 in email and SMS revenue for 8–30 September 2025 alongside newly launched welcome, checkout and browse journeys. This is a partial-month reported total, not a full-month run rate or a measured lift against a previous period. Keep the date range attached to the figure when comparing it with another programme.
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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