Greentoe
From Underutilized to Unstoppable: How Greentoe Drove 30% of Revenue via Email
- Email marketing now contributes 30% of Greentoe's total revenue.
- Promotional campaigns contributed to 46% of the total assisted revenue.
- The post-purchase automation achieved a 2,092% increase in placed order rate and saw a 9,737% increase in Revenue Per Recipient (RPR).
- The email list size grew by over 38%.
The Challenge:
- Effectively monetize its email list, which remained largely under-utilized.
- Adapt traditional e-commerce flows (like abandoned cart recovery) to its unique “make an offer” model.
- Operate without a structured campaign calendar to engage subscribers year-round.
- Track and measure email-driven revenue due to incomplete GA4 configuration.
Key Automations Implemented
Welcome Flow
The increase in Open Rate shows that the subject lines are highly effective and are resonating with new users.
The massive gains in the Click Rate and Placed Order Rate demonstrate that the content and calls-to-action are compelling and successfully driving conversions, far exceeding industry benchmarks.
Ultimately, the dramatic increase in Revenue per Recipient (RPR) confirms that this is the most efficient and highest-performing flow in terms of generating revenue.
Cart Abandonment flow
The cart abandonment flow delivered exceptional results: open rates hit 66% (+42%), click rates surged to 24% (+355%), and placed order rates jumped to 14% (+511%). Most notably, Revenue per Recipient soared 1,773% from $4.99 to $93.50, proving this flow effectively recaptures lost sales and drives substantial revenue.
Browse Abandonment flow
The browse abandonment flow proved highly effective: open rates reached 70% (+27%), click rates rose to 20.9% (+273%), and placed order rates soared to 13.9% (+2,073%)—remarkably high for a low-intent flow. Revenue per Recipient climbed 6,339% to $78.60, making this a standout revenue driver.
To offset seasonal dips, social proof for category bestsellers was added, sustaining strong performance year-round.
Post Purchase Flow
The post-purchase flow emerged as a powerful driver of repeat business. Open rates hit 76% (+23%), click rates rose to 13.1% (+184%), and placed order rates surged to 10.5% (+2,092%), showing customers are rebuying quickly. Revenue per Recipient peaked at $53 (+9,737%), cementing this flow as a cornerstone for loyalty and repeat-purchase growth.
Hyper-Personalization
Apart from the above flows, the team at Convertcart created intelligent, hyper-personalized cross-sell automations that sent product recommendations based on a customer’s previous purchases.
These workflows personalized product recommendations based on the category of the customer's previous purchase. For example, if a user purchased a television, they received an email with product recommendations from that category of products like sound bars, speakers, etc. Alternatively, if a user purchased a washer recommendations included other home appliances like ACs, refrigerators, etc.
Strategic Campaign Marketing Calendar
A critical component of this successful strategy was the implementation of a detailed marketing calendar. By encapsulating key website promotions, such as Greentoe Prime Deals, and seasonal festivals like Thanksgiving, Black Friday, and Cyber Monday, the team at Convertcart was able to systematically re-engage a previously untapped customer list.
This proactive approach was instrumental in yielding impressive financial results. On the whole, the campaigns achieved a Revenue Per Recipient (RPR) of $20.19 and an Average Order Value (AOV) of $269.01, underscoring the high value generated from each engaged customer.
Most significantly, these promotional efforts contributed to 46% of the total assisted revenue via the Engage platform. This outcome clearly demonstrates that a well-defined, consistent promotional cadence can be a powerful tool for customer list re-activation and a substantial driver of overall revenue.
Overall Impact
Despite the unique challenges posed by Greentoe's model and industry, Convertcart delivered tailored automations and visually diverse campaigns that resonate with their audience, turning email into a substantial and reliable growth engine.
By implementing these changes, Greentoe successfully activated email as a new revenue channel. Email marketing now contributes approximately 30% of Greentoe's total revenue.
The team's proactive work also helped grow the email list size by over 38%
