The Guitar Institute: Course Email Marketing Case Study

Thrivelia rebuilt the lifecycle programme around different learning paths, clearer value framing and a much deeper automated customer journey.

Questions about the work

What period does The Guitar Institute’s 363% result cover?

The case compares tracked owned-channel revenue for March 2025–February 2026 with March 2024–February 2025. The work rebuilt lifecycle journeys around different learning paths and clearer value framing. The 363% figure is a matched twelve-month attributed-revenue comparison, not proof that email alone caused all business growth.

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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