How We Increased Email & SMS Revenue by 229% for a High-AOV Ecommerce Brand
This high-AOV ecommerce brand had strong products and a growing store, but email and SMS were not pulling their weight. Campaigns were inconsistent, flows were generic and the retention system did not reflect the longer buying cycle of a higher-ticket product. After rebuilding the approach, email and SMS became the dominant revenue engine.
Three-month snapshot
+229%
Email Revenue YoY
42%
Of Total Revenue
£367K
Email & SMS Revenue
Full Case Study Breakdown
Video case study breakdown
The Starting Point
A High-AOV Brand That Needed a Different Retention Strategy
This brand sold a higher-ticket product with an average order value around £700. The buying cycle was naturally longer and customers needed more trust before purchasing.
Email and SMS were active, but neither was built around that behavior. Revenue was there, but it was clear the retention system could be a much larger driver of growth.
- Campaigns had no clear revenue role
- Core flows used generic timing and structure
- High-AOV buying behavior was not reflected in the customer journey
- Retention optimization was inconsistent rather than systematic
The Strategy
What We Changed
01
Turned campaigns into a revenue system
We structured the campaign calendar around three jobs: creating demand, converting existing demand and increasing customer value.
02
Rebuilt flows for a longer buying cycle
We rebuilt Welcome, Browse, Cart, Checkout and Post-Purchase flows around trust building, objection handling and the differences between new and returning customers.
03
Optimized the account every week
We continuously reviewed signup performance, flow revenue, first-to-second purchase behavior, timing, deliverability and campaign results, then adjusted the system based on what the data showed.
Related Service
SMS Marketing
What Made the Difference
High-AOV Customers Need More Confidence, Not More Pressure
Trust before conversion
With an average order value around £700, immediate conversion was naturally lower. The Welcome flow focused heavily on social proof, risk reversal, objection handling and confidence building.
New and returning customers were treated differently
Browse, Cart and Checkout Abandonment flows were split between first-time and returning customers so each group received different messaging, incentives and conversion angles.
The first 30 days mattered most after purchase
The brand's data showed that when customers purchased again, it typically happened within the first month. Post-Purchase messaging focused heavily on cross-sell and second-purchase momentum during that window.
The Results
What Happened After 3 Months
+229%
Email Revenue YoY
£367K
Email & SMS Revenue
42%
Of Total Store Revenue
+109%
Total Store Revenue YoY
The +229% increase in email revenue and +109% increase in total store revenue came from aligning the retention system with the brand's actual customer behavior.
Revenue Mix
Flows Became the Main Revenue Engine
72%
Of email revenue came from flows
22%
Of Klaviyo revenue came from SMS
For this brand, the high flow contribution was not a weakness. It reflected the longer buying cycle and the importance of lifecycle automation in helping customers build confidence before purchasing. SMS also became a meaningful part of the retention mix, accounting for roughly 22% of Klaviyo-attributed revenue.
The Breakdown
Why the 229% Increase Happened
The brand already had demand. The issue was that email and SMS were not capturing, converting and retaining that demand as efficiently as they could.
By structuring campaigns around clear revenue jobs, rebuilding flows for a longer buying cycle, separating new and returning customer journeys and continuously optimizing based on real data, the retention system became a compounding growth driver.
The result was not more email. It was a better retention system matched to a high-AOV customer.
The Bigger Lesson
The Bigger Lesson
For high-AOV brands, retention is not about sending more campaigns. It is about building more confidence across the customer journey.
When flows, campaigns, segmentation and optimization are all aligned around how a high-ticket customer actually buys, email and SMS can become the most reliable revenue channels in the business.
- High-AOV customers need trust, not urgency
- Flows should match the real buying cycle, not a generic template
- Continuous optimization compounds faster than one-off tactics
FAQ
Frequently Asked Questions
How much revenue did this high-AOV ecommerce brand generate from email and SMS?
In the first three months working with Magicianly, the brand generated approximately £367,000 in attributed email and SMS revenue, representing nearly 42% of total store revenue.
How much did email revenue increase?
Email revenue increased approximately 229% year-over-year during the period shown in the case study, while total store revenue increased approximately 109% year-over-year.
How did Magicianly adapt email marketing for a high-AOV brand?
The strategy focused on longer buying-cycle behavior, trust building, objection handling, separate messaging for new and returning customers, post-purchase cross-selling and continuous weekly optimization.
Think Your Retention Channel Should Be Doing More?
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