About
Christmas Tree World is a UK-based online retailer specializing in high-quality artificial Christmas trees and festive decorations for homes and businesses. With nearly 40 years of tradition behind it and a reputation for realistic products and strong customer service, the company serves individual consumers and commercial clients seeking large-scale festive installations.
The business operates in a highly seasonal market, where a significant share of annual revenue is generated within a concentrated window. Their eCommerce store plays a central role in capturing peak-season demand, converting high-intent traffic, and turning first-time buyers into repeat customers year after year; therefore, the performance of owned eCommerce channels during critical seasonal periods directly impacts annual revenue.
Problem
The business wasn’t extracting enough value from its owned audience, leaving revenue on the table.
Christmas Tree World wasn’t short on demand, given that traffic was there, and seasonal peaks were as strong as ever. However, revenue contribution from email was inconsistent, and the channel lacked the structure required to support growth
The issues showed up as:
- Fragmented and outdated lifecycle flows
- Campaigns focused on promotions, not customer progression
- Shallow segmentation, limiting relevance and conversion
- Inconsistent email revenue
- Customer feedback and social proof not feeding back into revenue.
Solution
To maximize the value of owned channels and establish email as a reliable driver of growth, we redefined our approach around customer lifecycles and high-intent moments.
Expanded lifecycle architecture
We designed and deployed:
- Welcome flows to convert first-time subscribers
- Browse, cart, and checkout abandonment sequences
- Post-purchase journeys to encourage repeat buys
- Win-back automations for re-engagement.
Campaign strategy realigned to intent
Campaigns went from generic promotions to targeted messaging that guided customers toward conversion points based on their behavior. We also reframed messaging with clear roles, e.g., education, inspiration, scarcity, and cross-sell, instead of relying on discounts alone.
Templates were redesigned for clarity, visual hierarchy, and mobile performance, ensuring each email had a measurable conversion function embedded in its layout.
Segmentation and testing
We introduced customer segmentation by lifecycle stage, browsing behavior, and purchase history, along with ongoing testing of elements such as subject lines and offers to maximize engagement.
Outcome
In the first three months post-implementation:
- £1.2M in revenue was attributed directly to email marketing
- 18,960% ROI
- £190 generated for every £1 invested
Christmas Tree World’s email transformed from a background channel into a high-margin, predictable revenue engine, enabling more confident planning around the peak season.
If your email is “there, but not driving growth,” let’s talk about how to turn it into a reliable revenue lever, not just another promo outlet.
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