Case study · D2C · Jewellery · Email Marketing · 2025–2026
Tripling conversion rates by fixing the data, not the design.
Henryka's email programme was disjointed: campaigns went out, engagement was low, journeys were generic. The fix started before the design tool. It started with how the lists were captured.
Where it hurt.
Henryka's email marketing was running on assumption. Campaigns shipped on schedule; engagement told us nobody was opening them. The flows existed but didn't sequence around behaviour. Subscribers were treated as one audience regardless of where they came in.
Behind that, the data capture was the real problem. The sign-up funnel collected too little to personalise, and what it did collect was fragmented across lists. Without clean data, the strategy never had a chance.
What we saw.
Email programmes break at the data layer, not the creative layer. Henryka's emails weren't underperforming because the design was wrong. They were underperforming because the lists didn't know who anybody was.
What we did, and why.
- 01 · Fix the funnel
Streamline the sign-up to collect the data the strategy needed. Stop running creative against a dataset that couldn't be segmented.
- 02 · Rebuild the lists
Clean, segment, structure. Tag the buyer journey. Create the personas the existing campaigns had assumed.
- 03 · Sequence the flows
Welcome, abandoned cart, post-purchase, win-back. Each flow tuned to the buyer state. Each creative respecting where the subscriber actually was.
The numbers, in plain language.
Within months of relaunch, conversion rates moved three-fold against the previous baseline. Subscriber growth picked up, but more importantly, the existing list started behaving like an asset rather than an audience.
Email moved from a hygiene channel to a primary revenue source in the marketing mix.
For brands like yours.
Most email programmes get blamed on creative when the problem is the data. If your open rates and conversion rates feel unrelated to the work you're shipping, look at what your sign-up form is actually collecting.
What we ran.
Want your own?
A 30-minute call. No deck. We listen, we tell you which tier fits, and we say whether we can help.