The Email Strategy Behind 278% eCommerce Growth

In 2021, I took what would become my final corporate job: an eCommerce marketing specialist at a greenhouse brand. Not just any greenhouse, though—they were the main grower of Proven Winners annuals, one of the most recognized plant brands in North America. At the time, the company had just launched a brand-new online store that shipped plants directly to consumers. It was a bold and disruptive move, especially in an industry where most sales happened through independent retailers. Needless to say, greenhouse owners across the country weren’t exactly thrilled.

When I started, I was handed an email list and little else. There was no onboarding, no strategy, and no real system in place. The marketing team was sending one email per week—always on Fridays—announcing whatever sale was running. That was the entire email program.

For the first few months, I followed the plan. But it didn’t sit right with me. I started asking questions, getting curious, and teaching myself everything I could about email marketing. I read books, took online courses, and signed up for every marketing webinar I could find. Then something big happened—we transitioned from Salesforce to Klaviyo.

If you’ve used Klaviyo, you already know why that’s exciting: you can track real-time performance data for every email campaign, including how much revenue it brings in. That changed everything. It gave us visibility into something we’d never had before: the actual revenue impact of each email.

Up until then, leadership assumed that paid ads were driving the majority of our sales. But once we had real data, the truth came out—email was generating more revenue than anyone realized.

What We Changed and Why It Worked

With better visibility came better decisions. As I started optimizing our email strategy, the results began to shift dramatically. Here's what we changed—and why it worked.

First, we added a second weekly email focused on education rather than sales. We began sharing gardening tips, how-to guides, and answers to frequently asked questions. These emails positioned us as a trusted resource, not just a brand trying to sell something. Engagement rose, and people started replying with questions, feedback, and photos of their plants. That kind of relationship-building is priceless.

Next, we added a lead capture pop-up to the website and created a value-packed welcome flow. Instead of letting visitors leave without a trace, we invited them into the brand experience. The welcome sequence introduced them to our mission, shared helpful tips, and built trust from day one.

Finally, we began tracking everything. With Klaviyo, we could measure open rates, click-throughs, and—most importantly—revenue per campaign. After just a few months of testing, I presented to the CEO that 80% of our sales over a three-month period were coming from email—not from paid ads. The ads still played a role in generating traffic, but email was doing the heavy lifting when it came to converting that traffic into paying customers.

The Results: 278% Growth and a New Marketing Mindset

By the end of the year, total sales had increased by 278%, and email marketing was responsible for 60% of that growth. What began as a neglected channel had become the most profitable part of our marketing strategy.

The biggest takeaway? Email wasn’t just a nice-to-have—it became the backbone of our eCommerce growth.

What This Means for Your Business

You don’t need to be a greenhouse brand—or even sell physical products—for this to apply to you. Whether you're running a digital product shop, a service-based business, or a coaching program, email marketing can be your most powerful revenue driver when you use it strategically.

Here’s where to start:

1. Make email a priority.

 If you’re treating email like an afterthought, your results will reflect that. Think of email not just as a communication tool, but as a direct revenue engine.

2. Create a system to grow your list.

 Organic list growth doesn't happen by accident. You need a lead magnet or opt-in strategy that consistently attracts aligned, high-quality leads. Many of my clients grow their lists without running ads—because their lead magnets do the work for them.

3. Increase your email frequency.

 Sending two to three emails per week isn’t “too much” if you’re sending the right content to the right people. Segment your list, tailor your messages, and stay relevant. Consistency builds familiarity—and familiarity builds trust and sales.

4. Share content that actually connects.

 Generic, surface-level tips won’t cut it anymore. With the rise of personality-led marketing, people want real insights, personal stories, and content that feels like a conversation—not a corporate announcement. The best emails feel like they’re written just for one person.

Ready to Make Email Marketing Your Most Profitable Channel?

If you’re tired of guessing your way through strategy...

If you want clarity, momentum, and a plan tailored to your business...

And if you’d rather not do it all alone—

Book a 1:1 Strategy Session with me.

In just 60 minutes, we’ll audit your current funnel, identify the weak spots, and map out your next best steps. This is perfect if you’re ready to turn email into a revenue engine, without wasting time spinning your wheels.

👉 Book your Strategy Session here

Because your business deserves a marketing system that works even when you’re off the clock.