HomeCase StudiesIndependent menswear retailer
How a menswear retailer multiplied welcome email revenue by 5.7×
An independent menswear brand already had email flows. What it didn't have was a welcome offer that earned its keep. One rebuilt incentive later, the welcome series went from a £2k-a-quarter afterthought to a £14k sales channel in its own right.
The brief
Make the email list actually sell
Our client's email list had doubled in a year. The next problem was a nicer one to have: all those new subscribers were arriving into flows built for a smaller, older list.
The welcome series was the obvious place to start. It greeted every new subscriber with the same flat 15% discount, regardless of whether they were about to spend £30 or £300. Open rates were fine. Revenue wasn't.
The solution
An offer that scales with the basket
We rebuilt the welcome incentive from scratch: a tiered offer that grows with what the customer spends, replacing the flat percentage. Small baskets get a modest saving. Bigger baskets earn a bigger one. Suddenly the offer works as hard on a £300 order as a £30 one, and it nudges shoppers up a tier rather than just taking 15% off whatever they'd have bought anyway.
Around it, we tightened the rest of the email programme:
- Welcome series restructured and re-sequenced around the new offer
- Send times moved to the windows the brand's own data said its customers actually buy in
- Underperforming flow messages cut or rewritten rather than left running on autopilot
- Full flow audit across abandonment, browse and post-purchase
The breakthrough
The welcome flow became a sales channel
Same brand, same products, same platform. Different offer. Comparing June to August 2026 against the same three months in 2025.
Bars scaled to the largest gain (welcome flow revenue, ×5.7 year on year).
The results
More subscribers, and every one worth more
One rebuilt incentive turned the welcome series from an afterthought into a sales channel in its own right.
×5.7
welcome flow revenue, year on year
225
orders from the welcome series alone in a single quarter
+251%
attributed revenue across all email flows
Plus 6.6× more new subscribers entering the welcome series, pulled in by an offer people actually want to sign up for.
Your list is only as good as what it sells
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