FOOTWEAR · UK RESULTS · CASE STUDY

How Wide Fit Shoes grew tracked owned-channel revenue 82% from its 2023 baseline

A partnership that began in 2024. A stronger automated programme. A four-year view of UK performance, with the US success story measured separately.

January–August 2026 vs January–August 2023 · UK account

01 · THE CONTEXT

The starting point

The partnership began in 2024. This case study follows the UK account from its 2023 baseline through 2024, 2025 and the latest complete months of 2026.

Wide Fit Shoes had a clear product advantage and years of customer data. The growth opportunity was to use that data more deliberately.

The business served UK and US customers with different levels of maturity. It had a large existing customer base, a significant inactive audience and a broad catalogue where relevance mattered. Subscriber acquisition, welcome journeys and repeat-purchase messaging all needed to work together.

THE COMMERCIAL QUESTION

How do you grow owned-channel revenue without losing relevance across markets, products and customer stages?

02 · THE WORK

Turn customer data into useful decisions

Build a practical RFM model

Customers were organised by recency, frequency and monetary value. The analysis identified “Needs Attention” customers as the largest value opportunity and gave the programme a clearer job: move active but vulnerable customers towards loyal and champion segments.

Strengthen the lifecycle foundation

Welcome, abandonment and post-purchase journeys were expanded and tested. From the 2023 baseline to 2025, flow revenue grew faster than both campaign and store revenue.

Make campaigns more relevant

Back-in-stock messages, educational buying guides and culturally relevant moments were used alongside promotion. New Balance launches and product availability messages repeatedly appeared among the top performers.

Treat the UK and US differently

The US programme needed its own learning agenda. Subject-line tests showed that explicit sale language and the percentage discount mattered. Product-block testing suggested that removing visible prices could sometimes improve performance. These findings were carried into other US sends and flows.

Diagnose the real list-growth constraint

The UK pop-up submission rate had improved from 7.5% to 13.7%, yet subscriber growth was down because a two-minute delay reduced views by 86%. The lesson was clear: optimising conversion rate alone can make the form look healthier while shrinking the number of people who ever see it.

03 · THE CREATIVE

See the work.

Four high-performing non-sale campaigns, followed by two lifecycle examples. Product availability, helpful advice and brand education give customers a reason to buy.

Campaigns selected from January–August 2026 UK-account sends, ranked by attributed revenue and curated for variety. Each featured campaign was visually checked for sale offers. Results shown belong to each individual send; audience sizes differ. Lifecycle examples below are shown separately without campaign performance claims.

Each preview starts at the top when it comes into view. Hover to pause, or open the full email.

04 · THE RESULTS

The evolution: 2023 to 2026.

2023

£1,084,821

Full calendar year

Before the partnership

2024

£1,276,587

Full calendar year

Partnership begins

2025

£1,603,572

Full calendar year

A further year of growth

2026

£1,254,697

Partial year · Jan–Aug

January–August only

Tracked owned-channel revenue, UK account. 2023–2025 show full years; 2026 shows January–August. The 2026 growth rate compares the same eight months in 2025. A like-for-like four-year comparison follows below.

Tracked owned-channel revenue

Full calendar years · 2023, 2024 and 2025

Thrivelia began working with Wide Fit Shoes in 2024. The 2023 account is therefore the pre-partnership baseline, rather than treating 2025 as the starting point.

Across full calendar years, UK tracked owned-channel revenue rose from £1.08M in 2023 to £1.28M in 2024 and £1.60M in 2025. That is 17.7% growth in 2024, a further 25.6% in 2025, and 47.8% growth across the two years.

Flows drove the change in the revenue mix: £357.9k in 2023, £747.6k in 2024 and £1.04M in 2025. By 2025, tracked flow revenue was 190.7% above the 2023 baseline, while the wider business also grew. Campaign revenue was 22.6% below 2023, so the broader result reflects a stronger automated programme rather than growth in every component.

Full-year comparison: January–December

Metric | 2023 | 2024 | 2025

Tracked owned-channel revenue | £1,084,821 | £1,276,587 | £1,603,572

Tracked flow revenue | £357,928 | £747,577 | £1,040,651

Tracked campaign revenue | £726,893 | £529,010 | £562,921

Tracked SMS revenue | £82,797 | £315,207 | £322,958

2026 progress, compared with the same eight months

January–August tracked owned-channel revenue increased from £689.5k in 2023 to £820.5k in 2024, £1.04M in 2025 and £1.25M in 2026. The latest period is 82.0% above the 2023 baseline and 20.2% above 2025.

Tracked flow revenue reached £846.1k in January–August 2026, up 282.0% from the same months in 2023. The wider business also grew over that comparison. The automated programme now accounts for more of the tracked owned-channel total.

Tracked owned-channel revenue

January–August in every year · 2026 is not a full year

Metric | 2023 | 2024 | 2025 | 2026

Tracked owned-channel revenue | £689,497 | £820,490 | £1,043,542 | £1,254,697

Tracked flow revenue | £221,458 | £475,478 | £681,131 | £846,079

Tracked campaign revenue | £468,039 | £345,012 | £362,410 | £408,618

Tracked SMS revenue | £48,408 | £216,309 | £242,097 | £144,381

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. January–August uses the latest complete calendar months available; September is excluded. UK account in GBP; the separate US account is excluded from these tables.

SECONDARY SUCCESS · UNITED STATES

A separate market. A stronger July.

July 2026 vs June 2026 · US account · USD

The US market also showed the effect of focused testing. In July 2026, email/SMS revenue grew 75% month on month, with flow revenue up 108%. This was a shorter sequential comparison, so it supports the optimisation story rather than the main headline.

The work included welcome-flow testing and clearer promotional messages, including sale language and percentage discounts. The August review also identified stronger traffic and activity elsewhere in the business, so the increase should not be attributed to email changes alone.

US result | June 2026 | July 2026 | Change

Tracked owned-channel revenue | $19,071.57 | $33,505.14 | +75.7%

Tracked flow revenue | $9,791.72 | $20,377.70 | +108.1%

Tracked campaign revenue | $9,279.85 | $13,127.44 | +41.5%

SMS revenue (included in channel totals) | $5,639.93 | $5,469.25 | -3.0%

Source: Hiro Analytics, Wide Fit Shoes US; client performance review, 12 August 2026. This is a month-on-month comparison with 30 days in June and 31 in July. These USD totals are separate from the UK account and are not added to its GBP results. Revenue is platform-attributed, not incremental. SMS overlaps campaign and flow totals.

05 · WHAT CHANGED

A more useful customer journey.

Customer value became visible through RFM segmentation.

Flows grew faster than both campaigns and the store.

Campaign planning reflected product relevance and market context.

UK list growth was diagnosed as a reach problem, not a form-conversion problem.

US testing produced clear rules for subject lines, product blocks and offers.

THE TAKEAWAY

The longer view reveals a shift towards automation. Since the partnership began in 2024, the UK programme has built on its 2023 baseline: full-year tracked revenue increased through 2025, and January–August 2026 was 82.0% ahead of the same months in 2023. The US programme remains a separate market with its own results.

Thrivelia is here for when profit matters.

WHAT TO APPLY

Build the next purchase around the first.

Use what a customer bought to make the next message more relevant. Follow flow performance across matched periods and keep different markets separate; a stronger US month cannot stand in for a UK multi-year result.

QUESTIONS ABOUT THE WORK

What this case study shows.

What is the baseline behind Wide Fit Shoes’ 82% growth?

The headline compares tracked owned-channel revenue in January–August 2026 with January–August 2023 for the UK account. The partnership began in 2024, and the US story is measured separately. This makes the result a multi-year comparison with a pre-engagement baseline, not an 82% one-year increase or proof of incremental profit.

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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