Case studies / MetalPlex

Wall Art

MetalPlex: Breaking through an email revenue plateau for a 7-year-old brand

A 7-year-old brand with growing traffic and store revenue, but email revenue stuck at 16% of the store. The previous agency was consistent but not scaling.

MetricResult
Email share of store revenue16% → 35%
Email ROI32x

The challenge

MetalPlex is an established wall art brand with seven years of growth behind it. Its previous email agency delivered consistent results, but the email program didn't grow with the business. Traffic went up and store revenue went up, while email revenue stayed flat at about 16% of total store revenue.

MetalPlex came to us for an outside perspective: new ideas, new tactics, and a partner who could push email past its plateau.

Our approach

  1. Phase 1

    Personalization built on purchase history

    Wall art customers decorate more than one room, and their tastes are visible in what they've already bought. We built a personalized plan around that.

    • Customer profiling. We segmented homeowners by their past purchases, styles, and themes to understand their preferences.
    • Repeat and cross-sell paths. We identified what each customer was most likely to buy next, whether more of the style they already love or a complementary piece for another space.

  2. Phase 2

    New campaigns, new design, new offers

    • Sharper segmentation. Campaigns went to well-defined audiences instead of the whole list, so each send matched what the recipient actually cared about.
    • New design language. A refreshed look for campaigns, tested against the existing style.
    • Offer testing. We tested new offers to find what revived buying activity on a mature list.
    • Once we found the winning offers, campaign revenue jumped sharply, adding meaningful profit from email and producing a 32x return on investment.

  3. Phase 3

    Rebuilding flows and signup forms

    • Flow rebuild. We rebuilt every flow with updated messaging, design, and structure, raising revenue per recipient across the automated program.
    • New signup forms. New forms outperformed the old ones, capturing more of the brand's growing traffic and bringing more new customers into those flows.

The results

  • Email revenue grew from a 16% plateau to 35% of total store revenue.
  • 32x email ROI.
  • Campaign revenue increased sharply after new offers were introduced.
  • Higher flow revenue per recipient and more signups from new forms.

What this means for your brand

If your store keeps growing but email revenue doesn't, your program has stopped scaling with your business. Being consistent isn't the same as growing.

  • Fresh eyes on a mature program. New tactics for lists that have stopped responding.
  • Personalization from real data. Messaging built on what each customer has actually bought.
  • Offer testing that finds new revenue. Not just more discounts.
  • Full-funnel rebuild. Better forms, better flows, more revenue per subscriber.

Store growing but email isn't? We find the tactics that get your program scaling again.

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