Good & Fugly is a produce subscription business with a genuinely loyal customer base, the kind of brand where email should be a compounding asset. But the account had basic automations and little else: campaigns went out on a fixed weekly slot regardless of how customers actually ordered, and messaging treated every subscriber the same, whether they'd ordered yesterday or three months ago.
The challenge
Revenue per send was well below what the list size suggested should be possible. The gap wasn't audience size, it was relevance. A subscription business runs on ordering cycles, and the campaign calendar wasn't built around them.
What In-box did
- Reworked the campaign calendar around actual ordering cycles instead of a fixed weekly send
- Rewrote flow copy and design so every email had one clear job, rather than trying to do everything at once
- Introduced segmentation by purchase recency, so the right offer reached the right customer at the right point in their cycle
- Added win-back messaging specifically for lapsed subscribers who'd gone quiet
The results
Email revenue rose 101% in 18 days. Just as important: revenue per recipient increased without deepening discounts, the lift came from better timing and relevance, not from giving more margin away. The win-back sequence also reactivated a segment that hadn't ordered in months, turning dormant subscribers back into paying customers.
"Bringing In-box onboard was a great decision. We saw a big increase in sales from our email campaigns. They improved our flows, dialled in our campaigns and helped us gain a big advantage in the market."
The takeaway for subscription and repeat-purchase brands: a campaign calendar that ignores your customers' actual buying rhythm is leaving revenue on the table. The fix is often segmentation and timing, not bigger discounts.
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