5 days ago

5 min read

Updated: 4 days ago

WELLNESS · EMAIL MARKETING CASE STUDY

More email revenue. With automatic renewals removed.

A campaign calendar built around the customer’s week. Welcome offers and recovery journeys developed alongside it. A clearer way to read the revenue.

1–31 July 2024 vs 1–30 June 2024 · USDReported email attribution · Automatic subscription rebills excluded

THE MEASURED COMPARISON

reported email revenueJuly vs June 2024

The reporting metric removes automatic subscription renewals. The comparison measures attributed revenue, not incremental sales or profit.

01 · THE CONTEXT

A distinct voice. Several reasons to buy.

Sunday Scaries had a recognisable personality and a catalogue spanning different product interests. The opportunity was to connect that personality to a more deliberate campaign calendar and a customer journey that recognised how people arrived, what they had considered and whether they had already bought.

Thrivelia’s work covered campaign strategy, copy and design, welcome-offer variations, and recovery and post-purchase journeys. July’s report records both the campaign activity and revenue from the new welcome, site-abandonment and post-purchase paths.

The measurement mattered as much as the creative. In a subscription business, a renewal can fall inside an email attribution window even when the customer did not need another message to buy. The account used a custom order metric that removed automatic subscription rebills.

THE COMMERCIAL QUESTION

Can a stronger campaign programme earn more from customer decisions without counting routine renewals as fresh demand?

02 · THE WORK

Give each message a job.

The programme combined a planned campaign rhythm with more specific automated follow-up.

Build a campaign sequence around the occasion

The July calendar shows a coordinated Fourth of July series: the opening offer, a benefits message, the holiday send and a final reminder. Product spotlights and other content followed across the month.

Distinguish the audience before the send

The calendar specified engaged leads and customers, with more selective resends. This made audience choice part of the brief alongside the subject, offer, creative and date.

Give the welcome offer alternatives

July’s flow report records separate $10-off and 15%-off welcome versions, both generating attributed revenue. The copy brief also explored matching the recommendation to a subscriber’s stated interest. The records do not establish a winning offer or a personalisation lift.

Extend recovery and follow-up

The report records abandoned-cart and checkout activity alongside site-abandonment and post-purchase journeys. Existing messages also received updated headers and footers to align the programme’s branding.

03 · INSIDE THE CAMPAIGN CALENDAR

An occasion. An audience. A next action.

These examples come from the original July 2024 campaign calendar and report. The figures are reported campaign attribution using the account’s custom metric.

Chill 4th of July

The opening campaign introduced the sitewide offer to engaged leads, customers and prospects.

Reported attributed campaign revenue. The original calendar records a 30% sitewide offer.

A timely reminder

The holiday message revisited the offer. The production brief called for testimonials alongside the promotion.

Reported attributed campaign revenue. This is a separate send in the same promotional sequence.

Couch Potato

A named product spotlight gave the calendar a more specific product conversation after the holiday series.

Reported attributed campaign revenue. These selected sends are examples, not the entire month’s total.

04 · THE RESULTS

Campaigns drove the month’s increase.

Reported email revenue rose by $12,999, from $32,695.92 in June to $45,694.92 in July. That is a 39.8% increase using the metric that excludes automatic subscription renewals.

Campaign-attributed revenue rose 66.7%. Flow-attributed revenue fell 3.9%, despite the additional journeys. That distinction matters: this period supports a campaign-led revenue story, rather than a claim that every part of the programme improved.

Total store revenue, including subscription renewals, grew 1.2% across the same months. Using that full store-revenue denominator, the custom email metric represented 17.7% of store revenue in June and 24.4% in July.

Source: Sunday Scaries July 2024 account report and the June/July tables in the account campaign dashboard. ¹Email, campaign and flow revenue use the custom “Placed Order: Subscription Contract Removed” metric, which excludes automatic subscription rebills. Campaigns and flows are components of the email total. ²Total store revenue includes subscription revenue. USD; 1–30 June versus 1–31 July 2024. Percentages use unrounded values. This is a historical month-to-month attributed-revenue comparison; it does not isolate Thrivelia’s incremental effect, establish profit or identify an A/B-test winner.

05 · THE MEASUREMENT LESSON

Keep the denominator attached to the story.

The July presentation also showed a 52.8% email share against a narrower store-revenue figure with subscription contracts removed. The dashboard separately recorded $187,020.36 in total July store revenue.

Those denominators answer different questions. The table above uses total store revenue throughout, producing a 24.4% share for July. Keeping the definition consistent makes the result easier to understand and compare.

For another subscription brand, decide which orders the channel should receive credit for before evaluating the work. Then examine campaigns and flows separately, rather than letting a larger combined number hide the part that still needs improvement.

THE TAKEAWAY

Keep the personality. Make the next decision clearer.

Sunday Scaries’ July programme combined a distinct brand voice, a coordinated promotional calendar and more specific customer journeys. The reported revenue increase came from campaigns, with automatic subscription rebills removed from the email metric and the flow decline kept visible.

Better lifecycle decisions start with a clear customer moment and an honest reading of what changed.

YOUR NEXT CHAPTER

What could your customer journey do next?

Find the next opportunity in your campaigns, flows and customer follow-up.

Email revenue (automatic rebills excluded): June 2024 $32,695.92; July 2024 $45,694.92; change +39.8%.

Campaign revenue (automatic rebills excluded): June 2024 $20,228.36; July 2024 $33,715.53; change +66.7%.

Flow revenue (automatic rebills excluded): June 2024 $12,467.56; July 2024 $11,979.39; change −3.9%.

Total store revenue: June 2024 $184,810.32; July 2024 $187,020.36; change +1.2%.

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Inside the emails.

Open with the subscriber’s stated concern

Original production copy · excerpt

[First Name], live life stress-free

LIVE A SCAREFREE LIFE

Struggling with stress and anxiety? We get it.

That’s why we’re here. As a little boost, here’s $10 OFF your order to help you get calm AF.

*Valid for orders over $50 only.

SHOP NOW

The welcome draft changes the opening and product direction around the subscriber’s motivation. The historical offer is part of the original copy.

Use a different opening for the sleep path