Same List, 10x the Revenue: £100k to £1M from Email

The situation

Serious Readers had a solid email list. Tens of thousands of subscribers who'd bought their premium reading lights or signed up over the years.

The problem? The list was barely working.

£100k a year from email sounds decent. But for a list that size, with customers who'd already bought or signed up? It should have been doing much more.

The emails were inconsistent. No automation to speak of. Campaigns went out when someone remembered to send them. Segmentation was basic at best.

The list wasn't the problem. The strategy was.

What I did

I rebuilt the entire email operation from scratch. Working solo, using Dotdigital as the platform.

Built a proper automation engine

I created 10+ automated flows:

• Welcome sequences that educated new subscribers about the brand
• Browse abandonment to re-engage window shoppers
• Cart abandonment with strategic timing
• Post-purchase flows to drive reviews and repeat purchases
• Win-back campaigns for lapsed customers
• VIP sequences for high-value segments

Each flow was tested, refined, and optimised over time.

Fixed the campaign strategy

Random newsletters became a structured calendar. I built campaigns around:

• Product launches with proper build-up sequences
• Seasonal moments that mattered to the audience
• Educational content about reading and eye comfort
• Promotional windows with clear start and end dates

Every campaign had a reason to exist.

Got serious about segmentation

This was where the real gains came from.

I stopped treating the list as one blob of subscribers. Instead, I built segments based on:

• Purchase history and product interest
• Engagement levels (active, cooling, cold)
• Where they were in the buying journey
• How they joined the list

Different messages for different people. It made a big difference.

Raised the quality bar

Every email got better. Subject lines were tested. Copy was tightened. Design was cleaned up.

I focused on making emails people actually wanted to open. Useful content. Clear offers. Respect for their time.

What made it work

The list size stayed exactly the same throughout this transformation.

That's the point.

Most businesses think more subscribers means more revenue. But that's the expensive way to do it.

The better approach is getting more from the people who already signed up. They've already shown interest. You just need to send them the right thing at the right moment.

Automation and segmentation made that possible. And because premium reading lights aren't an impulse buy, the email sequences did work that a single campaign never could.

Results

• £100k to £1M+ annual email revenue - a 10x increase
• 10+ automated flows generating revenue around the clock
• Zero list growth required - same subscribers, dramatically better results
• Solo execution - built and managed the entire operation myself
• Sustainable system - flows continue working long after setup