Rebuilding Email Into a High-Performing Channel
THE CHALLENGE
As Fractional Head of Marketing & E-Commerce for a DTC home fragrance brand, I inherited an email program that was underperforming industry peers on nearly every core engagement metric. Open rate sat at the 28th percentile against comparable e-commerce home goods brands, and campaigns weren’t converting the audience they were reaching.
THE APPROACH
I dove headfirst into email strategy, focusing on campaign performance, as campaigns needed more attention than the brand’s automated flows. A more structured strategy for campaign cadence, segmentation, and calendar planning was necessary to improve engagement and channel revenue.
THE RESULTSOpen rate on email campaigns climbed from 41% to 67% YOY, moving from the 28th to the 93rd percentile against industry peers.
Placed order rate on campaigns reached the 92nd percentile when benchmarking against industry peers.
Click rate on campaigns rose 55%, and revenue per recipient increased 17% within the same period.
SMS performance improved in parallel, with placed order rate increasing from the 95th to the 91st percentile, with revenue per recipient up 50%.
Metrics reflect Klaviyo benchmark data, full-year 2025 vs 2026 YTD as of July, for email and SMS campaigns only.