Klaviyo attributed revenue in 2024 alone
Of total business revenue attributed to email in 2024
This UK-based vegan health and wellness supplement brand came to us with a solid product range, a growing customer base, and an email list with real potential. They were already generating revenue from email, but the infrastructure was basic and the strategy was inconsistent.
The opportunity was clear: build a proper system, send the right emails to the right people, and turn email into a reliable, high-volume revenue channel.
That is exactly what we did. Over 2+ years, we built their flows from scratch, established a consistent eight-campaign-per-month cadence, added SMS, and managed their biggest commercial moments including Black Friday and Cyber Monday.
The result is an email programme that has generated over £1.7M across 2024 and 2025 combined, reaching 2.3 million email recipients each year with open rates consistently holding around 50%.
This is the story of how that programme was built, what it looks like today, and why consistency at scale compounds into serious revenue.
Before Budai Media
After Budai Media
1. Building the Flow Infrastructure
When we started, there were no automated flows in place. Every email going out required a manual send. That meant revenue was being left on the table every single day – from visitors who browsed and left, from customers who abandoned their cart, from new subscribers who never heard from the brand again after signing up.
We built four core flows that have been running continuously since 2023:
These flows run around the clock. They do not require a campaign brief, a send schedule, or a monthly decision. They are built once, optimised over time, and generate revenue continuously.
The Welcome Flow alone generated £133K in 2024 at an RPR of £5.50, and £124K in 2025 at an RPR of £6. That is a single flow, consistently delivering six-figure annual revenue from subscribers at the moment they are most engaged with the brand.
2. A Consistent Campaign Cadence at Scale
Beyond flows, we established a rhythm of eight email campaigns per month – every month, without exception. These campaigns are split across three content types:
Sending eight campaigns per month to a list of 55,000 active profiles, reaching 2.3 million recipients annually, requires more than just volume. It requires a strategy that keeps open rates high and unsubscribe rates low. Sending the same type of email repeatedly burns a list fast. Varying content type, offer structure, and messaging keeps subscribers engaged rather than fatigued.
The result: open rates held consistently around 50% across both 2024 and 2025. That is not a spike driven by a single campaign – it is a sustained average across an entire year of sends.
3. Scaling Black Friday Into a Month-Long Campaign
Black Friday is the highest-stakes commercial moment of the year for most eCommerce brands. The default approach – a weekend of heavy discounting – creates logistical pressure, cannibalises full-price sales in the weeks around it, and leaves revenue on the table from subscribers who miss the narrow window.
We took a different approach. Rather than concentrating everything into a single weekend, we spread Black Friday across the entire month of November with a rotating offer structure that gave subscribers a new reason to engage each week. Campaign volume increased from eight per month to twelve – three emails per week throughout November – a 50% increase in send frequency without a drop in engagement.
The offer strategy was equally deliberate. Rather than a single blanket discount repeated throughout the month, we varied the incentive week by week: free products with qualifying orders, exclusive subscriber discounts, SMS list incentives, and urgency-led reminder sequences in the final week.
The Green Friday campaign in November 2023 generated £118,383 from 15 email campaigns – up from £83,021 the year before when the brand ran a basic 10-day campaign with a single offer. That lift, achieved in the first year of working together, set the standard for how Black Friday should be approached.
4. Adding SMS to the Mix
Alongside email, we set up SMS flows for the brand – an additional touchpoint for high-intent moments where a short, direct message outperforms a full email. SMS was introduced as a complementary channel rather than a replacement, used selectively to reinforce key campaign moments and flow triggers.
By 2024, the SMS programme was reaching 28,000 recipients. Combined with email, this gave the brand two direct owned channels working in parallel – reducing reliance on any single channel and increasing the total number of touchpoints with their most engaged customers.
Two years of consistent work. Two years of eight campaigns per month, four flows running continuously, and SMS layered on top.
2024:
2025:
That figure comes from a consistent programme – not a spike, not a single campaign, not a one-off Black Friday push. Eight emails per month, four flows running in the background, and a team managing every send, every optimisation, and every commercial moment across two full years.
1. Flows are the foundation, not the bonus
The Welcome Flow alone has generated over £257K across two years. That revenue came in automatically, around the clock, without a single manual send. Brands that treat flows as optional are leaving consistent, compounding revenue on the table.
2. Consistency at scale is a competitive advantage
Eight campaigns per month, every month, for two years. Most brands either send too infrequently to stay top of mind or too frequently without enough variety to sustain engagement. A structured cadence with varied content types is what keeps open rates at 50% across 2.3 million annual recipients.
3. Black Friday is a month, not a weekend
Concentrating Black Friday into a single weekend creates operational pressure and limits revenue potential. A month-long campaign with rotating offers keeps subscribers engaged, spreads logistical load, and generates significantly more revenue than a single promotional push.
4. SMS amplifies email, it does not replace it
Adding SMS as a complementary channel gave this brand a second owned touchpoint for their most engaged customers. Two channels working in parallel is more resilient and more effective than one channel doing all the work.
5. Big revenue numbers come from boring consistency
£1.7M across two years did not come from a single breakthrough idea. It came from doing the right things repeatedly – sending quality campaigns, maintaining healthy flows, scaling at the right moments, and never letting the programme go stale.
Over two years, this vegan supplement brand’s email programme has become one of the most reliable revenue channels in their business. £868K in 2024. £833K in 2025. £1.7M+ combined. Sustained open rates of around 50% across 2.3 million annual recipients. A Welcome Flow generating six figures every year on autopilot.
The numbers did not come from a single campaign or a single idea. They came from building the right infrastructure in 2023, maintaining it with discipline, and scaling it intelligently at every commercial opportunity. That is what a properly run email programme looks like at scale.
The foundation is strong. The programme is mature. And there is still runway ahead.
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