When Odore d’amore approached WFMA in October 2024, their email marketing faced common challenges for growing eCommerce businesses:

• Poor deliverability signals: Issues with deliverability and spam complaints.
• Basic automation coverage: Only standard flows were active, leaving huge gaps across the customer journey.
• No structured testing: Campaigns were being sent without A/B testing, meaning subject lines, creative, and timing were left unoptimised.
• Low retention rates: Returning customer rate sat around 17%, below eCommerce benchmarks of 25–30%.

To achieve long-term growth, Odore d’amore needed to turn email into a scalable eCommerce revenue driver.

WFMA designed a comprehensive programme built around four core pillars: deliverability, automations, testing, and lifecycle strategy.

1. Email Deliverability Consulting

The foundation of successful email marketing is good deliverability. If your emails don’t reach your audience, even the best email strategy will fail.

What we did to bring Odore d’amore deliverability back on track: 

• Conducted list cleaning to remove unengaged contacts
• Segmented audiences to protect engaged subscribers from deliverability risks
• Monitored inbox placement through Google Postmaster and Omnisend dashboards
• Identified spam-triggering campaigns and retired underperforming templates/creatives

This approach stabilised deliverability across Gmail and other ISPs, ensuring that automated and campaign emails consistently reached the inbox.

2. eCommerce Email Automations

The biggest transformation came from building a robust email automation setup across the full customer lifecycle. WFMA expanded Odore d’amore’s flows from a few basic sequences into a comprehensive, data-driven automation framework that nurtured customers at every stage of their journey.

• Welcome Flows: Once we tested the best-converting Welcome discount, we reimagined Odore d’amore’s Welcome flow around branded storytelling rather than heavy discounts. The flow introduced the brand’s unique identity and craftsmanship while building an emotional connection from the first touchpoint.
• VIP Flows: Designed to recognise and reward loyal customers, achieving exceptional engagement metrics with 70% open rates and 11.4% click rates, driving consistent repeat purchases and quickly becoming top 4 flow for revenue with minimal sends. 
• Product-Specific Journeys: Automated storytelling and recommendations for bestsellers guided customers interested in top-performing scents. 
• Winback & Lapsing/Lapsed Flows: Targeted customers who hadn’t purchased in a while with timely reminders and tailored offers, helping reduce churn and re-activate dormant audiences.
• Nurture Flows: Engaged new subscribers who hadn’t yet converted, offering brand education, product highlights, and light incentives to encourage their first purchase.

By March 2025, automations contributed over 62% of all Omnisend revenue, up from 40% before WFMA’s involvement.

3. Structured A/B Testing

Email campaigns perform best when they’re continuously tested. WFMA introduced structured A/B testing, including:

• Subject lines: Emoji vs no emoji, urgency-based vs storytelling 
• Creative formats: Static vs GIF & template testing
• CTAs: Tested alternative CTAs and more. 

By utilising A/B testing in their email campaigns, Odore d’amore gained a clearer creative playbook not only for future campaigns and automations, but also insights into creative performance overall, which they later used to influence creative across different marketing campaigns and channels.

4. Lifecycle Strategy

Email automations in eCommerce are most powerful when aligned with customer lifecycle stages. WFMA provided continuous consulting on:

• Segment health: Identifying “About to Lose,” “At Risk,” and “Lapsed” segments and prioritising flows for these groups.
• Retention growth: Strategies to raise the repeat purchase rate from 16% toward the 25–30% ecommerce benchmark.
• Audience growth: Implementing optimised signup forms and campaigns to maintain list health and add 1,000+ new subscribers per month.