[Case study] How my client added $60k in email marketing revenue in one month

Before working with me, this B2B brand's email marketing strategy was stagnant, and they rarely saw any conversions coming from this channel - even though their list count stood at 10k.

So they booked a VIP Day with me to help them overhaul it.

Before we dive in, a bit of necessary context:

This brand has been around for years, and their reputation is walking ahead of them.
They’ve been emailing their list once a month consistently for years. These results can’t happen in a vacuum, and can’t happen in a single month for every brand.
Remember that due to the nature of this business, they don’t need even a handful of conversions to achieve such numbers.

TL;DR - these are the 5 tactics we used to achieve this massive win:

Using consent to re-engage and clean the list
Focusing on one Call To Action and one link per email
Shifting their messaging to be more subscriber-specific
Challenging the common “corporate” approach by going more personal
Segmenting, upping the email frequency, and making each email more relevant

While these are all tactics I generally endorse, they worked because they fit their new strategy that is based on prior data and is right for their brand and their audience.

The right small tweaks to your email marketing strategy can result in a massive impact - on your bottom line, your community, and our planet.

Book your VIP Email Strategy Day to understand how you can convert more of your subscribers.

Here’s the extended, more detailed version of what we did:

1. Using consent to re-engage and clean the list

In my client’s industry, it’s common to grow an email list in multiple ways - many of them do not involve subscribers’ explicit permission to be added to it. We’ll get back to this part soon.

When I first saw their subscriber count, I wasn’t surprised. They’ve been around for a good while, and are great at what they do.

On paper, their email stats weren’t bad at all: 32.41% open rate and a 4.48% click-through rate. Most brands, especially in B2B, would be overjoyed with such numbers.

But when I cross-checked those with other tracking platforms, I saw that most of the email engagement and activity was driven by bots. Not good.

Besides that, we saw an almost 2% bounce rate (both types, hard and soft), which can be harmful to deliverability (the ability to reach subscribers’ inboxes).

We needed to get a clearer idea of who our subscribers are, which of them would like to continue getting our emails, and what they care about.

We came up with a short & sweet re-engagement sequence and sent it to all our subscribers.

Simply put, if they didn’t actively click on a link in one of these short emails after a certain period, we unsubscribed them from future correspondence. The idea behind it was that we wanted to keep only engaged subscribers on the list.

I told my client to expect to see the list shrinking, massively… which would also mean that their Email Service Provider would charge them significantly less for the number of active contacts.

But the results surprised us.

~10% of our subscribers actively chose to stay subscribed, which is about double our better-level predictions.

I said it before and I’ll say it again -

Giving your subscribers the power to choose their own inbox experience with you is still somewhat of a rarity, especially in more traditional industries. Doing that will still make you stand out in the inbox.

Asking for consent as a part of your email strategy is the key to more highly-engaged subscribers.

Plus, it’s the right thing to do when you’re running a business for good.

2. Focusing on one Call To Action and one link per email

As creatures of habit, we humans love repetition, especially if that makes us feel safe.

That’s why I instructed my client to simplify and send subscribers only to one external link per email - and embed that link multiple times in each email.

That also helps us understand which types of calls to action work better for their audience (buttons? Hyperlinked in the text? As a part of the image?).

3. Shifting their messaging to be more subscriber-specific

Many B2Bs are still incredibly self-centered in their messaging. And not in a good way.

Instead of talking about how great my client is (and they are!), subscribers want to know what’s in it for them.

I showed them the difference between the messaging they were using vs. How they could shift it to being more customer-centric.

They agreed on the spot that the customer-centric messaging is more powerful.

That shift isn’t specific to email marketing, of course.

They started implementing that shift in their other marketing channels too, and in February they also broke their record of inbound leads in a single month.

4. Challenging the common “corporate” approach by going more personal

People buy from people they know, like, and trust.

Which is why I recommended starting by changing the sender’s name from “Company Name” to “CEO Name @ Company Name”. Choosing the CEO as the “face” of the newsletters was an easy call - they talk to clients all the time and is well-known in the industry.

That’s an important move because we want subscribers to see that CEO’s name popping in their inbox and have a positive emotional association with it - one that will encourage them to open, read, and engage with emails.

The email strategy we came up with during their VIP Day also includes a couple more ways to zag harder. For example, the newsletters’ tone will become warmer and more personal (yet professional) - which is unusual in their industry, will help them stand out in the inbox, and sell better with this marketing channel.

5. Segmenting, upping their email frequency, and sending more relevant emails

Up until late last year, like many others in their industry, my client only sent a monthly newsletter with multiple sections and Calls To Action.

The data we got from this one newsletter/month wasn’t conclusive. I recognized a lot of non-human click activity that made my client think they did better than they actually did.

With these long emails, we saw a massive drop in engagement beyond the first couple of sections.

My initial hypothesis is usually that when someone provides you with multiple links in one email, and unless “trained” otherwise, a subscriber will click on the first link(s), and forget about the rest of the email. It’s nothing personal - simply how we humans operate and maintain focus.

My client was upset that all that work is going down the drain, and that very few subscribers see it or engage with it.

I then suggested dividing their one long monthly email into weekly ones:

To stay top of mind - the average person gets 121 emails (work-related, promotional, and others) per day. Let that sink in for a moment. If you’re only emailing once a month, your email is just one out of at least 3,630 emails they see every month. Especially if your subscriber doesn’t have a strong emotional connection to your brand and your emails are only somewhat relevant to them, then the probability of them remembering your brand (or even giving a damn) is slim. Increasing the frequency (but also, more importantly, the relevancy) of each email makes it easier to stay top of mind.

Using "the power of one" - My client used to include way too many links and too much information in each newsletter, and subscribers were overwhelmed by it. With the concept of “One reader, one idea, one call to action”, we can send shorter, more concise emails that tell our subscribers exactly what their next step with the brand needs to be.

More personalized communication - as a part of re-engaging the list (covered in #1), we asked our subscribers which emails would be more relevant to them. That allowed us to segment them according to their interests and preferences. Now, with those new segments, my client can finally send more emails every month but only send those to the people who stayed on the list and are actually interested in the email topic.

With these shifts, their email open rates jumped to 70%+, and links drove 1271.42% more traffic to their website (compared to November 2024, before we worked together), which led to them adding $60k in email-attributed revenue in February 2025 alone.

If their email results will remain as-is throughout the entire year, they’re projected to add more than $650k in revenue just from email marketing - with a list of fewer than 1000 subscribers, and before adding a single subscriber to it.

As a part of their new ethical email strategy, they also have a clear roadmap for growing their list with high-intent and high-quality subscribers, for syncing their email marketing strategy with their sales department efforts, and so much more.

Want to understand how to convert more of your subscribers in one day? Book your VIP Day here.

[Case study] How my client added $60k in email marketing revenue in one month - with less than 1k subscribers