80% Email Open Rates & £150k Pipeline Value
Niche Retail Brand (Confidential) — £150k+ attributed pipeline value from 0-2k subscribers
“Starting from zero, we built an email list that generated £150,000 in attributable business.”
The Challenge
Starting with an empty database, the objective was to build a highly targeted mailing list from scratch — zero to 2,000 subscribers — with a relentless focus on quality over quantity.
The Strategy
Audience Segmentation from Day One: We avoided generic blasts by segmenting the audience from the first email — Wholesale B2B vs Retail B2C — delivering hyper-relevant content to each group.
Value-Led Campaigns: Rather than promotions alone, we built campaigns around high-value educational content, maintaining exceptional sender reputation and keeping unsubscribe rates near zero.
Dual Acquisition: We implemented organic lead magnets and paid lead generation campaigns in parallel, capturing high-intent users through multiple touchpoints.
The Results
An audience of 2,000 hyper-engaged subscribers proved more valuable than a list of 20,000 disengaged ones.
- 80% Peak Open Rate — and a consistent 40-50% average (industry average: 21%)
- £150k+ Pipeline Value directly attributed to email campaigns
- 30% Voucher Redemption Rate — demonstrating genuine, action-taking audience engagement
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