Weighted Blankets | Joshua Foo

Their mission is to help people improve their health and quality of life in an easy natural way without the use of medicines.

Their blankets specializes in design, manufacture and distribution of weighted blankets and other products that help people sleep better, reduce anxiety and improve their overall well-being.

click image to expand...see full email

History: Adapting to a Shifting Landscape

When Chronos Agency took over, email marketing quickly proved its impact—within just one week of launching, revenue surged by 400% in April 2020. By May, email became a key revenue driver, contributing 27% of total store revenue.

However, from May to July, a downward trend emerged due to reduced ad spend and lower website traffic, leading to fewer customers entering email flows. Despite this, flow revenue remained stable at 25% of total revenue, demonstrating the effectiveness of automated email strategies.

With overall store revenue declining month over month, email marketing had to pivot to maintain engagement and revenue.

Challenge Identified: Dwindling Acquisition

Ad Spend Cuts → Lower Website Traffic → Fewer New Subscribers
With fewer pop-up signups, automation flows had less reach, limiting their revenue potential.

Single-Product Store Model
Low likelihood of repeat purchases, especially with seasonal factors (summer slump) impacting demand.

Subscriber List Exhaustion
Risk of over-emailing existing subscribers without enough new leads entering the funnel.

The Solution: A Strategic Shift in Email Approach

To adapt, we refined our campaign strategy and segmented the email list into two key groups:

Customers – Those who had already made a purchase.
Prospects – Those who had never purchased before.

This segmentation allowed for more targeted messaging, ensuring we didn’t over-email existing customers while nurturing non-buyers.

click image to expand...see full email

The Strategy: Finding the
Right Angles and Personalizations

Discounts & Flash Sales Weren’t Working. Traditional promotions (Summer Sales, flash deals) proved ineffective. So we have to get creative to find other angles that would resonate with the subscriber list.

Optimized Campaign Timing & Messaging

High-performing campaigns included:
- Payday Sales & End-of-Month Promos – Targeting shoppers based on when they’re most likely to buy.
- Engagement-Based Campaigns – “Thank You for Staying Subscribed” and renewal incentives outperformed traditional sales emails.

More Personalization in Automation
- Checkout Abandonment Flows were split based on the type of weighted blanket purchased, making emails more relevant and impactful.

RESULTS

700%

increase in email flow revenu per quarter

50%

higher campaign revenue (compared to Q4, despite being a non-holiday period)

223%

growth in automation targetting

279%

increase in email openers

700%

boost in checkout recovery rates

250%

increase in email attribution

Next Steps: Optimizing Deliverability,
List Health, & Revenue

With acquisition slowing, we needed a strategic approach to segmentation and email frequency to sustain revenue without overwhelming our audience. Key optimizations included:

Refined Segmentation – Carefully controlled send lists to avoid over-messaging:
- Excluded recent buyers to prevent redundancy.
- Filtered out subscribers in pre-purchase flows to avoid conflicting messaging.
- Limited sends to high-frequency recipients to maintain engagement without fatigue.
- Suppressed disengaged subscribers to protect sender reputation and deliverability.

Optimized Email Cadence
- Ensured a well-paced sending schedule to prevent spam complaints and maintain engagement.

Maximizing Customer Lifetime Value (CLV)
- Leveraged targeted content and exclusive deals to drive repeat purchases and long-term retention.

By striking the right balance between deliverability, engagement, and revenue, we built a sustainable email marketing strategy that continuously optimized performance while protecting list health.