How we scaled a premium homewares brand's email revenue by 161% using high-involvement customer flows

When customers take time to buy, email matters more 

When a premium homewares brand is looking to scale, email marketing is often one of the biggest growth opportunities. But because customers typically take time to research and compare products, generic campaigns and one-size-fits-all flows rarely deliver results. 

The Blue Space understood this challenge well. As a curated homewares retailer serving both everyday DIY renovators and professional tradespeople, they needed an e-commerce email marketing approach that could speak meaningfully to very different audiences across different stages of their buying journey.

To strengthen retention efforts, The Blue Space partnered with Growth Gurus for conversion rate optimization, email flow optimization, and marketing automation. This approach helped create more relevant customer experiences, improve engagement, and drive sustainable growth.

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The strategy behind a 161% increase in campaign revenue 

Understanding the right customer at the right time

The first step in any strong customer journey marketing program is knowing who you are actually talking to. For The Blue Space, two distinct customer segments consistently engaged with their content:

• Tradespeople: Consistent, repeat purchasers with a focus on bulk orders and trade pricing.
• DIY renovators: Mostly one-off buyers driven by aspiration, looking to create their dream home.

Although The Blue Space already had some email flows running, the messaging was not tailored to these two very different motivations. So we got to work building a smarter system. Using Klaviyo email marketing, we created personalized communications that combined customer profile data with behavioral signals gathered throughout the customer journey. The result was a set of highly relevant flows that supported both customer lifecycle marketing goals and direct conversion.

For tradespeople, we focused messaging on:

• Bulk purchasing incentives and discounts for larger orders.
• Industry-specific discount codes tailored to the trades segment.

For DIY renovators, we leaned messaging into:

• Aspirational storytelling around creating the perfect home.
• Dynamic content blocks using browse abandonment data to surface the most relevant products.

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Building the strongest possible foundation

With segmentation in place, the Growth Gurus team refined The Blue Space's automated flows from the ground up. A successful retention strategy needs a strong foundation, so we made sure theirs was built to support long-term growth.

This included optimizing welcome flows, window shopper journeys, and post-purchase sequences, each designed to engage the right customer with the right message at the right stage of their journey.

Brands with fully optimized email flows can generate significantly more revenue from automations than those relying on basic setups. For The Blue Space, these improvements contributed to a 213% increase in flow revenue over 12 months.

By rebuilding these core flows early, we gave The Blue Space a retention program that could scale alongside the business. Rather than continually patching gaps, the team could focus on refining customer experiences and improving performance over time.

Shifting priorities and staying flexible

To create a more structured approach to campaign planning, we established content pillars that aligned with The Blue Space's customer segments and key business priorities.

We then mapped campaign activity against historical performance data and seasonal trends to build an e-commerce retention marketing calendar. This helped deliver more relevant messaging throughout the year and ensured campaigns reached customers when they were most likely to engage.

Building brand-first communication

A standout moment was the launch of The Blue Space's Bao Baths, an original product that reflected the brand's core identity of style, sophistication, and contemporary design. Product launches in the home renovation space require precise timing and targeted messaging to succeed, and with the improved segmentation and optimized strategy we had already built, along with further development of a targeted campaign, this one delivered.

We developed a targeted email and SMS campaign for customers who had browsed baths on the website but had not made a purchase within the previous 30 days. Relevant, timely messaging aligned with existing purchase intent, helping the campaign generate double its original revenue target.

This level of precision relied on a strong data foundation and well-defined customer segmentation. With those elements already in place, the launch campaign was able to reach the right audience at exactly the right time.

Nurturing high-involvement purchases through smart flows

Homewares is not a low-consideration category. Customers browsing bathroom fixtures or kitchen hardware are often weeks into a renovation planning process, comparing options across multiple sessions before committing. That kind of customer journey optimization requires a different approach than what works for fast-moving consumer goods.

One of the most effective strategies we implemented for The Blue Space was a post-sample-box nurture flow. Customers could request a free sample box containing product swatches and materials, giving them the opportunity to experience products firsthand before making a decision. Once the sample box had been delivered, the focus shifted to helping those customers move closer to purchase.

We built a strategic flow in Klaviyo that was triggered after delivery. The sequence included:

• Inspirational renovation imagery featuring real customer projects.
• Product spotlights tailored to the items included in each customer's sample box.
• Carefully timed purchase incentives, designed to support the decision-making process.

Each message was designed to match the customer's stage in the journey, providing inspiration, reassurance, and relevant product information when it was most valuable. This approach helped keep potential buyers engaged while encouraging them toward conversion in a natural way.

The outstanding campaign results 

Over 12 months, the combination of audience segmentation, lifecycle automation, and targeted campaign execution delivered measurable business outcomes for The Blue Space. 

• 161% growth in campaign revenue
• 213% growth in flow revenue
• 41% increase in subscriber growth 

These outcomes were driven by a combination of conversion rate optimization across automated flows, audience-specific creative, and a campaign strategy designed to engage customers at the right emotional and functional touchpoints throughout the buying journey.

Key lessons for brands with long buying cycles

The Blue Space's growth highlights several valuable lessons:

• Segmentation should reflect customer motivations.
• Automation performs best when built around customer intent.
• High-consideration purchases require ongoing nurturing.
• Personalization increases engagement throughout the buying journey.
• Collaboration creates stronger and faster execution.
• Customer education often drives higher conversion outcomes.

For brands operating in industries such as home renovation marketing, these principles can significantly improve long-term performance.

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Grow Your Retention Revenue with Growth Gurus

The growth achieved with The Blue Space wasn't driven by a single campaign or quick win. It came from a deep understanding of customer behavior, personalized experiences, and ongoing refinement of the customer journey as the business evolved.

If your brand is ready to create smarter email flows, more personalized campaigns, and customer experiences that drive stronger results, we're here to help.

At Growth Gurus, we work alongside your team to combine data-driven strategy, lifecycle marketing expertise, and hands-on execution that supports your e-commerce growth goals. Get in touch today to see what we can do for your business.