£1.4m in Attributed Revenue

In 2025, email marketing moved from a supporting channel to a genuine growth engine. Through consistent campaign execution, refined automated flows and a relentless focus on deliverability, email became one of the most reliable revenue drivers in the business, generating £1.4m in attributed revenue and setting new benchmarks across every quarter.

The Strategy

Segmentation that mattered. VIP early access campaigns rewarded the most engaged subscribers with priority access, driving outsized conversion from a smaller, more valuable audience.

Timing built around real behaviour. Send times were mapped to actual customer engagement patterns rather than convention, so campaigns landed when people were most likely to act.

A genuinely multi-channel approach. Campaigns and flows were balanced deliberately, rather than leaning on one at the expense of the other, so revenue held up across the full customer lifecycle.

Flow automation that scaled without extra effort. Automated sequences were rebuilt and refined throughout the year, becoming one of the fastest-growing and most efficient parts of the account.

Results That Matter

Attributed revenue grew dramatically year over year, with growth far outpacing the brand's overall revenue increase. Q4 and Black Friday weekend delivered record performance, and November became the single strongest month on record off the back of a well-executed Black Friday campaign calendar.

Deliverability, Done Properly

Open rates sat comfortably above industry norms all year, while bounce, spam complaint and unsubscribe rates all fell well below sector benchmarks. That combination, strong engagement paired with clean sending, is what let campaigns keep scaling without hitting the deliverability ceiling that catches most growing lists.

The Takeaway

2025 results show what's possible when email marketing is treated as a genuine revenue channel rather than an afterthought: real segmentation, constant testing, and a focus on what actually converts, not just what looks good in a report.