Email revenue at a 7-figure clothing brand rose from $35k to $84k a month between December and June, while store revenue grew 36%. The numbers come from u/skrincher, who took over the brand's email and shared the results on r/ecommerce in September 2026.
The brand is not named in the post, and every figure below is self-reported by u/skrincher.
Before
When u/skrincher took over in December, campaigns had dropped off after a stronger first half of the year. The starting numbers they give:
- Email share of store revenue: 18.6%
- Attributed email revenue: $35k a month
- Campaign sends: 56k in December, bringing in $6.8k a month
- Pop-up conversion rate: 2.8%
- SMS revenue: under $600 a month
What they changed
Listed in the order of impact u/skrincher gives:
- Sent far more campaigns. Monthly campaign sends went from 56k to 460k. The team A/B tested offers, found that "Spend X get Y" moved results, and gave the brand's hero product more campaign space, which it had been getting too little of.
- Rebuilt the pop-up. They moved to a different pop-up tool and tested more than 50 versions over seven months, covering offers, timing, mobile layouts and gamified formats. The extra signups also fed the welcome flow.
- Added SMS and kept it plain. They skipped complex flows and wrote short messages.
After
By June, according to u/skrincher:
| Metric | December | June |
|---|---|---|
| Email share of store revenue | 18.6% | 32.5% |
| Attributed email revenue | $35k/month | $84k/month |
| Campaign sends | 56k | 460k |
| Campaign revenue | $6.8k/month | $55k/month |
| Pop-up conversion rate | 2.8% | about 7% (best variant 8.2%) |
SMS revenue reached $18k a month by July. The new pop-up brought in roughly 2.5 times the monthly signups from the same traffic.
The post does not name the email or pop-up tools, and it does not say how revenue was attributed to email. Treat the figures as one operator's report on one store.
How can you test this on your store?
- Count how many campaigns each subscriber gets per week. u/skrincher's rule of thumb: if your list gets fewer than three emails a week, start there.
- Run one offer test, such as "Spend X get Y" against a flat discount, and give your best-selling product its own campaign.
- Test your pop-up one variable at a time (offer, timing, mobile layout) and track signups per visitor instead of total signups.
- If you add SMS, send one short message to a segment before you build any flows.
- Track email's share of total store revenue every month next to attributed email revenue, so you can see whether email grew the store or took credit from other channels.
Frequently asked questions
Which brand is this?
The post does not name it. u/skrincher describes it only as a 7-figure clothing brand, so the numbers cannot be checked against public data.
How many emails a week should a store send?
u/skrincher's own benchmark is at least three campaigns a week, and they say most stores they see send fewer. It is one operator's rule of thumb from one store, not a tested threshold.
Did email grow the store or take credit from other channels?
Store revenue grew 36% over the same months while attributed email revenue grew about 140%, according to the post. The post does not say how revenue was attributed, so part of email's gain may have come from other channels.
Sources
- u/skrincher on r/ecommerce: Email revenue went from 18% to 32%. Here's everything I changed