Starting from nothing meant we had full control to build it right from day one. We ramped up to 4-6 campaigns per week, establishing a consistent presence in subscribers' inboxes. Campaigns now drive roughly 70% of email revenue.
A key part of our strategy was segmenting B2B and B2C audiences. While the core approach remains similar, the messaging and focus shifts - B2B communications emphasize bulk ordering, sustainability certifications, and business benefits, while B2C leans into the personal environmental impact and product quality.
We built out a complete flow infrastructure from scratch - 10 flows covering the entire customer journey:
Flows contribute about 30% of email revenue, working around the clock to capture and convert traffic that campaigns drive to the site.
With the email foundation solid, we've just launched SMS to add another owned channel to the mix - creating even more touchpoints with both B2B and B2C customers.
From September 2024 to today, email has generated 6 figures in revenue and averages 32% of attributed revenue. For a channel that was contributing exactly $0 when we started, that's a complete transformation. This case study proves that the fundamentals of email marketing - consistent campaigns, well-built flows, smart segmentation - work just as well for B2B as they do for DTC.
