Increasing email-attributed revenue by 63% for Marks Electrical. Moving beyond batch-and-blast to a smarter, behaviour-led email strategy

Marks Electrical knew email should have been driving more sales, but an overreliance on batch-and-blast sends meant the channel was not reaching its potential. In a category where customers research, compare and revisit before buying, the answer was to make email more responsive to real customer behaviour.

A new behaviour-led CRM strategy replaced broad sends with smarter automations, stronger segmentation and more relevant messaging across the customer journey. The result was a 63% increase in email-attributed sales value, alongside broader gains in orders, engagement and basket value - transforming email into a far more effective driver of online revenue.