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Case Study — N°09Email & SMS
Capy-Era Capybara Merch & Plushies · 90-Day Sprint
CAPY-ERA

How an erratic email channel became a predictable engine: $35K to $90K a month in 90 days, without changing the product catalog.

$35K → $90K
Monthly Email Revenue, in 90 Days
the channel found its floor, then raised its ceiling
Email Revenue Growth
+154%
Campaign Revenue
3.3x
Average Open Rate
63.9%
Share of Store Revenue
30.3%

All figures are platform-attributed email revenue from Capy-Era's own account, comparing June 2025 with September 2025.

01 — Where Capy-Era StartedRehook

A viral product, a passionate audience, and email revenue that lived and died by the send button.

Capy-Era rode the internet's love of capybaras into a real business. Themed plushies and merch sold well, traffic was healthy, and the list grew naturally on the back of the brand's charm.

But the strategy was reactive: manual blasts to the whole database at irregular intervals. On send days, sales spiked. On quiet days, they sank below $500. High-intent shoppers browsed collections and left plushies at checkout with no follow-up at all.

$35.3K
Monthly email revenue at baseline
<$500
Daily email revenue on quiet days
19.6%
Share of store revenue

When a campaign went out, sales spiked. When nobody had time to build one, sales sank. The channel had no floor.

02 — Ninety Days LaterRehook
$35.3K → $90K
monthly email revenue, June to September 2025
Email Revenue Growth
+154%

From $35,292 to $89,977 a month, on the same product catalog and the same traffic.

Campaign Revenue
$50,108

Up 3.3x from $15,360, driven by segmented sends and continuous testing of angles, layouts and timing.

Automated Flow Revenue
$39,869

Doubled from $19,931. The flows alone now earn more than the entire channel used to.

Share of Store Revenue
30.3%

Up from 19.6%. Nearly a third of the storefront now runs through email.

Average Open Rate
63.9%

Up from 54.8%, even as send volume grew, thanks to a full list cleanup and engaged-only sending.

Daily Floor
$1,000+

Flows now average $1,000 to $1,500 a day passively. The sub-$500 quiet days are gone, and campaign days spike past $5,000.

Flows alone now match what the whole channel used to make
Automated share of monthly email revenue
03 — What We BuiltRehook

Three fixes turned the spikes into a system.

A flow is a sequence of messages triggered by what a shopper does: view the same plushie twice, and a note with that plushie's reviews follows automatically. Capy-Era's revenue swung wildly because nothing like this was running underneath the manual blasts.

A

Flows rebuilt around actual shopper behaviour

The Welcome Series introduced the character lineup at peak interest. Abandoned Cart emails answered delivery questions right at checkout drop-off. Browse Abandonment checked back in with window-shoppers, review quotes in hand.

$39,869
Monthly flow revenue, doubled
B

Segments and a tested broadcast calendar

Instead of blasting the full database, campaigns went to segments built on category interest, purchase frequency and recency, on a consistent schedule with continuous A/B testing of creative, copy angles and send times.

$50,108
Monthly campaign revenue, 3.3x
C

A list cleanup that fixed inbox placement

Unengaged contacts were separated out and primary campaigns focused on active subscribers, protecting the sender reputation with Gmail and Apple Mail as volume scaled.

63.9%
Average open rate, up from 54.8%
04 — The GrowthRehook

The channel found its floor, then raised its ceiling.

$35.3K — June $89,977 2.5x
June — manual blasts, no floorMonthly RevenueSeptember — flows + segments live
How the ninety days actually went.
1

Audit the account

Found erratic sends, an unmanaged list and high-intent actions going unanswered.

2

Clean the list

Unengaged contacts separated; sends focused on the active, responsive core.

3

Rebuild the flows

Welcome, cart and browse sequences aligned with real shopper behaviour.

4

Segment & schedule

A consistent, tested broadcast calendar sent to interest-based groups.

5

Test & scale

Layouts, angles and send times tested continuously; winners scaled.

05 — What ChangedRehook

Capy-Era now earns as much passively from flows as the entire channel used to make, and campaign days push single-day sales past $5,000.

01
Email revenue grew 154% in one quarter, from $35.3K to $90K a month.
02
Campaign revenue tripled on a segmented, continuously tested calendar.
03
Open rates climbed to 63.9% while send volume scaled, and email reached 30.3% of store revenue.

Revenue that spikes when you send and sinks when you don't?
That was Capy-Era a quarter ago.

We'll audit your email setup, show you exactly where interested shoppers are dropping out of your purchase cycle, and hand you the step-by-step plan. The plan is yours to keep whether you work with us or not.

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