How a Welcome Flow Generated $100,000+ in Revenue

Email marketing

Retention

Overview

Where We Started

Our client, a Canadian DTC brand, already had a welcome flow in place, but it was limited to a single email. While the existing flow was generating some revenue, it wasn’t maximizing the opportunity to convert new subscribers into customers.

After receiving an initial incentive, subscribers weren’t nurtured any further. There was no follow-up, no second touchpoint, and no structured path guiding them toward their first purchase.

The original email also hadn’t been updated in over three years, meaning both its design and conversion strategy no longer reflected current best practices.

$101k

Revenue Generated

150+

Placed Orders

159%

Revenue Growth

128%

Order Growth

THE SOLUTION

The Turning Point

We expanded the single-email flow into a three-email sequence, keeping the same proven incentive and strengthening the experience around it.

Alongside the added emails, we redesigned the format and layout of the flow with conversion in mind, refining structure, visual hierarchy, brand consistency, and calls to action to make each email easier to act on.

The goal was to give new subscribers more opportunities to engage and convert through a stronger, more strategically designed email experience.

Once launched, the flow could generate revenue automatically while still allowing for ongoing testing, refinement, and optimization over time.

Execution

Our Approach

Flow Expansion

Expanded the welcome series from one email to three, adding follow up messaging without changing the core incentive.

CRO and Design Optimization

Redesigned email layout and structure to improve clarity, strengthen calls to action, and increase conversion opportunities across the flow.

Variable Control

Kept the same proven incentive across the expanded flow to isolate the impact of additional touch points and design improvements.

List Health Monitoring

Closely monitored spam complaints and unsubscribe rates as send volume increased more than fourfold.

Performance Comparison

Compared performance against a matching historical period to confirm the uplift came from the new flow, not simply increased email volume.

Results

The Outcome

We compared performance before and after the flow expansion over equivalent time periods. The results were clear.

Revenue grew from $39,059.93 to $101,211.77, an increase of 159%

Placed orders grew from 74 to 169, an increase of 128%

Average order value grew by 14%

Failed delivery rate improved from 1.4% to 0.75%

Spam rate remained excellent at 0.09%

By expanding the flow to three emails and optimizing the design and conversion path throughout, the client more than doubled their placed orders and grew revenue by 159%, all while their list actually got healthier, with lower unsubscribe and failed delivery rates despite sending far more emails. The flow runs entirely in the background, requiring almost no ongoing maintenance while consistently turning new subscribers into paying customers.