Email and SMS went from an afterthought to 56% of revenue. July total revenue doubled year on year.
A founder-led brand with 100k+ Instagram followers and a 1.2% email click rate. We rebuilt the calendar around Jamie's voice and stood up the flows. Without asking Jamie to film more.
Same brand, same months, a year apart
Every comparison is against the same month the year before.
The emails
Click any email to enlarge
The brand
Jamie Anne Aesthetics is a founder-led skincare and wellness brand with a strong organic following, 100k+ on Instagram, and a clear voice: Jamie's.
The problem
Email was not carrying its weight. Campaign click rate sat around 1.2% heading into Q4 prep, new customers were not converting into second purchases the way they used to, and promo days were doing most of the heavy lifting. Jamie Anne needed email and SMS to drive more of the business without asking Jamie to film more.
What we did
- 1Built a denser campaign calendar around Jamie's voice. Founder POV, recipes, ingredient spotlights and blog content. More sends, all of them sounding like her.
- 2Layered VIP teasers and early access ahead of every major promo. VIPs hear first, buy first. The public send lands on a list that is already warm.
- 3Stood up the core flows. Browse and checkout abandon, Failure to Launch, winback, plus cross-sell and roller upsell for the second purchase that had gone missing.
- 4Ran the big seasonal pushes with VIP-first sequencing. Mother's Day, Memorial Day, 4th of July and the August birthday promo. The 4th of July alone did $60,000+ from email and SMS.
- 5Kept creative aligned to what actually converts. Jamie's perspective, VIP early access and recipes. A single plain-text podcast email did almost $12,000. The Limited Birthday Edition Bundle sold out, so the remaining sends pivoted to 15% sitewide.
The creative
Founder-to-camera. (56s)
The result
Jamie-POV emails routinely clear 4%+ click rate. VIP early access and recipe content consistently outperform. In July, email and SMS were 56.58% of revenue and the business doubled year on year. Founder-led creative is still the strongest angle, and with an organic audience this large, 1-day click attribution is the cleaner read.
Want numbers like these on your account?
More results
118 concepts. 743 variations. 55% of the account's spend, and it out-earned everything else.
Revenue 2.7x in a year. From break-even to 12% net profit.
