Rebuilding Email From the Ground Up
CASE STUDY
The results...
→ Revived and reactivated a 20k+ list with 60%+ open rates
→ Built full funnel coverage across in-person and digital experiences
→ Enabled 1:1 coach discovery, online app growth, and lead capture on autopilot
→ Created a system that increased revenue without increasing workload
→ Positioned the brand to scale its influence, offers, and global partnerships
& we're only just getting started...
How it started…
This project began with a single goal: revive a cold, 20,000+ email list and turn it into a revenue channel.
No flows. No segmentation. No automation. Just a messy import into a new platform and a completely fresh domain, the kind of setup that kills deliverability if you don’t do it right.
We started with what we knew would work:
Deliver value. Fast. Consistently.
Within weeks, our twice-weekly value-led newsletters were driving traffic, building trust, and re-engaging the list.
What we did…
Strategic Wins:
- Built a high-impact, low-lift email content strategy focused on value-first communication and soft CTAs
- Shifted focus mid-way through to drive more inbound for high-ticket 1:1 coaching
- Achieved a 60%+ open rate from a previously cold list
- Increased inbound leads tenfold without paid ads
- Utilise gym traffic to drive online training app subscribers
Systems & Automation:
- Implemented Klaviyo as the primary ESP
- Set up automated email flows segmented by gym user type with tailored messages.
- Automated back-end processes for revenue drivers.
- Introduced light AI agent automation to trigger tailored follow-ups based on user interaction
- Delivered all email template design, copy, branding, and testing
Expanding into the gym
With over 4,000+ in-person visits per month, there was no email infrastructure in place to capture, nurture, or convert leads.
So we built it all from scratch:
- Flows for day-pass, week-pass, and monthly gym visitors
- Automated welcome sequences with soft upsells to the online app + coaching
- Segmentation by location, goal, and entry type
- Conversion-focused copy + automations designed to run without founder involvement
- Weekly newsletter strategy layered with subtle CTAs + community building
