563 Imports came to mayans.STUDIO with an email list that was not earning its keep. Six months after a full email flow rebuild, email revenue was up 218 percent. That is the whole verified claim, and everything below either explains it or is clearly labelled as method rather than outcome.
The result, stated precisely
Client: 563 Imports, named with their approval.
Work: a full email flow rebuild.
Result: email revenue up 218 percent.
Timeframe: measured six months post-launch.
That is what was delivered and what has been cleared for publication. I am not going to pad it out with an invented quote or a chart of numbers nobody measured, because a case study is only worth reading if you can trust the one figure in it.
And the necessary caveat, stated plainly rather than buried: this is one engagement with one business. No agency can guarantee you the same outcome, and anybody promising you a percentage before they have seen your list is guessing. What follows is the approach, not a projection.
What a full flow rebuild actually means
Flows are the automated emails that send themselves based on something a person did, as opposed to the campaigns you write and send on a Tuesday. In most small and medium-sized business (SMB) email setups I inherit, the flows are either missing entirely or were switched on once at platform defaults and never opened again.
A full rebuild means going through them one at a time:
Welcome. What somebody receives in the first days after subscribing, and whether it does anything beyond saying hello. This is the single most-read message you will ever send, and it is usually the least considered.
Browse and cart abandonment. The two highest-intent moments a shop gets, and the two most commonly left sitting on defaults.
Post-purchase. What happens after a first order, which is where repeat revenue either starts or quietly does not.
Win-back. What goes to somebody who has gone quiet, and crucially how long you wait before sending it.
Segmentation underneath all of it. Sending one message to everybody is what makes a list stop performing in the first place.
Most of the lift in a rebuild like this does not come from clever copy. It comes from the right message existing at all, at the right moment, going to the right slice of the list.
Why flows outperform campaigns
A campaign reaches somebody whenever you happened to press send. A flow reaches them at the moment they were already thinking about you. That timing difference is the entire mechanism, and it is why a rebuild can move a revenue number this far without the list growing by a single subscriber.
Which gives you a quick diagnostic. If your list has not grown and your email revenue has not moved, the flows are the first place to look, not the sign-up form. If they turn out to be missing rather than merely tired, rebuilding them properly is the email and CRM work, and it is a bigger job than an afternoon of copywriting.
The part every Canadian business has to get right first
None of this works if the sending itself is not compliant. Under Canada's Anti-Spam Legislation (CASL), a sender has to "(1) obtain consent, (2) provide identification information, and (3) provide an unsubscribe mechanism" on every commercial electronic message (sourced from the CRTC). For an email programme like this one, in practice:
Consent. Express consent, or implied consent where a genuine existing business relationship supports it. Implied consent is time-limited, so a list nobody has mailed in years is not a list you can simply start mailing again because it is still sitting in the platform.
Identification. Who you are and how to reach you, in every single message, not just the marketing ones.
Unsubscribe. The CRTC states the link "must remain valid for at least 60 days after you send a CEM", and that if somebody uses it "you must process the request without delay, and no later than 10 business days after receiving it" (sourced from the CRTC).
A flow rebuild is the right moment to sort out consent records, because you are opening every automated message anyway. Retrofitting it afterwards is considerably more painful, and it is the thing most often skipped when somebody is in a hurry to see a revenue number move.
This is marketing guidance, not legal advice. For anything consequential, talk to counsel.
What transfers
Three things from this engagement that apply well beyond one importer:
Rebuild the flows before you touch the campaigns. The automated messages do the compounding work, and a better newsletter will not compensate for their absence.
Fix consent and unsubscribe handling at the same time, not afterwards. It is the same set of messages either way.
Measure over a window long enough to include repeat purchases. Six months, not six weeks. A shorter window flatters cart abandonment and tells you nothing about whether anybody came back.
563 Imports did not get a bigger list. They got messages that arrived when somebody was already interested. So: when did you last read your own welcome email?