Email Revenue Generated in 2025 Alone
Generated Through Welcome Flow in 2025
This case study highlights how we helped a 7-figure Australian e-commerce brand selling chainsaws, power machinery, and spare parts scale their email marketing program from generating 17% to 33% of total business revenue – and maintain that performance for over 18 months.
When we started working with this brand in May 2024, they were already generating six-figure revenue each month through email marketing. However, after conducting an initial audit of their strategy, we saw clear opportunities to boost these results even further.
While their email efforts were producing decent revenue, the flows weren’t optimized, and their campaign designs were cluttered, making it harder to create a cohesive brand experience. More critically, they had no popups on their website and no Welcome Flow in place – meaning they were missing out on capturing new subscribers and nurturing them effectively.
In the first three months, our goal was simple: establish a consistent brand identity across their emails and website popups, build trust with content-rich emails and social proof, and personalize their approach. We also set up essential flows such as the Welcome, Browse Abandonment, and Abandoned Cart flows to capture more revenue from their audience.
Fast forward to 2025: we’ve not only maintained those initial gains but scaled their email program to generate A$2.94M in email revenue – representing 33% of their A$8.8M total business revenue.
This case study showcases how we improved an already successful brand’s email setup, scaled it profitably, and sustained high performance over 18+ months.
Before Budai Media (Feb – April 2024)
As you can see in the image above, 17% of the store’s total revenue was coming from email marketing three months before working with us. Out of this, flows accounted for just $15,751.
Their Welcome Flow generated just $6,172 in three months.
After Budai Media: First 3 Months (May – July 2024)
In just 3 months of working together, we increased email attribution to 32%. By creating new Welcome, Browse Abandonment, and Abandoned Cart flows, we were able to increase revenue generated from email flows to $293,877.
The Welcome Flow alone jumped from $6,172 to $123,889 – a 20x increase.
By the end of 2025, we had not only maintained but strengthened their email program:
Here’s how the numbers broke down:
The increase in recipients came from expanding our segmentation strategy to reach more engaged subscribers without sacrificing deliverability or engagement quality.
1. New Email Flow and Campaign Strategy
Before partnering with us, the brand sent out four emails a week, most of which were purely promotional.
These emails went to their entire list, which was both costly and ineffective. The emails were heavily designed, but this design distracted from the products rather than emphasizing their key selling points. Instead of engaging content, they relied on product images and multiple CTAs to shop, which cluttered the emails and diluted their message.
Email Flows
For the email flows, we took a step back and revamped their approach by focusing on the basics. First, we set up three key flows: Welcome Flow, Browse Abandonment Flow, and Abandoned Cart Flow, which are essential to any email marketing strategy.
Welcome Flow: Previously, their Welcome Flow generated just $6,172 over three months. After our redesign, which included a series of emails telling the brand story, showcasing social proof, and building trust, the Welcome Flow generated a significant $123,889 in the same time frame during our first three months.
By 2025, the Welcome Flow became their single biggest revenue driver, generating A$988,000 for the year – representing 33% of their total email revenue.
The Welcome Flow’s revenue per recipient (RPR) hit A$22 – significantly higher than the A$2.68 average across all flows and far above industry benchmarks.
As you can see in the chart above, the Welcome Flow’s performance (blue line) consistently outpaced peer group benchmarks (green line) throughout 2025.
Browse Abandonment Flow: This flow targeted visitors who viewed products but didn’t make a purchase. We sent a reminder email highlighting the benefits of those specific products, which resulted in $46,649 in recovered revenue in the first three months. This flow continued to perform strongly throughout 2025.
Abandoned Cart Flow: One of the most effective ways to recover lost sales, this flow reminded customers of the items they left behind in their cart. We added urgency with limited-time offers, recovering $42,215 in lost sales in just three months during our initial engagement.
Email Campaigns
For the email campaigns, we moved away from overly complex designs to a “less is more” approach.
The brand opted for our simple design package, where we focused on clean, single and dual-tone emails that shifted the focus back to the products.
We reduced the number of design elements and created content-first emails that told a story. The copywriting took on a funny, educational, and informative tone, designed to both entertain and engage subscribers.
Our email campaign strategy now included more content-driven emails, featuring customer reviews and social proof, which are crucial for a product category like chainsaws, where buyers care deeply about features, performance, and reliability.
This new strategy allowed us to engage subscribers more effectively and build trust, which translated into higher sales and customer loyalty.
The images above show how the clean and minimal design template helped bring more focus to the products. You can also see how the new emails included more information about the products, to make them more engaging.
2. Segmentation
Previously, the brand sent emails to their entire list, which was not only expensive but also hurt their deliverability and engagement. Sending emails to unengaged subscribers resulted in lower open rates, and the lack of personalization reduced the impact of their campaigns.
We implemented a segmentation strategy that tailored emails to different audiences based on recent engagement. For example:
This strategy improved deliverability, reduced costs (allowing the brand to downgrade their Klaviyo plan), and increased engagement. By focusing on subscribers who were more likely to interact, we ensured that emails landed in inboxes, not spam folders, and resonated with the right audience.
By 2025, we had expanded our segmentation strategy further, creating more sophisticated segments based on engagement windows:
These segments allowed us to send 12.7M emails in 2025 (+63% vs. 2024) while maintaining strong engagement metrics and deliverability.
While the segmentation was simple in the initial months, our long-term plan includes more advanced segmentation based on purchase history and specific interests. This will allow us to create even more targeted campaigns and flows that drive better results.
3. Popup Redesign and List Growth
One of the biggest opportunities we identified was that the brand had no popups on their website before we started working with them.
Zero subscribers were being captured from site visitors.
We created and designed their popup to be engaging and clear. The popup led with, “You’ve unlocked an exclusive discount,” making the messaging more personal and urgent. We also used a yes/no CTA, with the ‘no’ option saying, “No, I’d rather pay full price,” which made the offer stand out more.
The second popup encouraged visitors to provide their email while showcasing another best-selling product, increasing engagement. Finally, the third popup congratulated subscribers and reminded them to check their spam folder for the discount code.
This three-step popup process, combined with a better design and clearer messaging, led to dramatic list growth.
List Growth Results:
This popup strategy, combined with the Welcome Flow, became the foundation of their email program’s success.
In just 18 months, this Australian hardware and machinery brand transformed their email marketing program from a decent performer to a revenue-generating machine.
We increased their email revenue attribution from 17% to 33%, and more importantly, sustained that performance throughout 2025.
By the end of 2025, email marketing generated A$2.94M in revenue – representing 33% of their A$8.8M total business revenue.
Here’s what made the difference:
This case study shows how even a successful brand can benefit from optimizing its email marketing efforts – and how those improvements can compound over time.
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