Restructuring Email For Customer Intent Drives 24% Revenue Growth

About

CircuitMess is a global eCommerce brand creating educational DIY electronics kits that teach children and adults how technology works through hands-on learning. The business sells directly to consumers online, serving a highly engaged but diverse audience spanning different age groups.

With products that often require explanation, education, and follow-up engagement, customer journeys play a critical role in conversion and repeat purchases. Email was already part of CircuitMess’s marketing mix, but its impact on revenue was limited.

Problem

CircuitMess had email campaigns and basic automations in place, but the channel was not built around customer journeys or buying behavior. As a result, email was underperforming relative to its potential and was not contributing meaningfully to overall revenue growth.

The issues showed up as:

• Emails not aligned to where customers were in their journey
• Limited use of lifecycle logic to guide customers toward purchase
• Generic messaging that didn’t reflect product complexity or intent
• Missed opportunities to educate, nurture, and re-engage users.

Solution

We rebuilt CircuitMess’s email program around clear lifecycle stages and customer intent. Each journey had a defined role in guiding customers with valuable, clear messaging rather than simply promoting offers. We kept our focus on practical improvements that could directly impact revenue, leveraging the channel’s existing elements and strengthening them where measurable impact was achieved.

Rebuilding core automated sequences

Core automated email sequences were rebuilt to improve structure, clarity, and conversion impact, without introducing new complexity:

• Updated layouts designed to improve readability and engagement
• Refined copy to reduce friction and support conversion
• Stronger conversion triggers within existing automations
• Ensuring automated emails followed a consistent structure and hierarchy.

Conversion-driven email templates

We created a new, unified template system for campaigns and automations, improving visual hierarchy to guide attention toward primary actions and reducing unnecessary elements that distracted from conversion. Templates were treated as conversion assets, allowing us to compare and test results reliably.

Opt-in growth and audience capture

To strengthen the email channel’s input quality, new opt-in forms were implemented, allowing email performance improvements to scale with list growth:

• Improved placement and design of sign-up forms
• Focus on capturing higher-intent subscribers
• Alignment between opt-in messaging and downstream email content.

Continuous testing and optimization

We introduced an ongoing testing approach to improve performance over time by applying A/B testing to email designs, content, and CTAs to understand what drove stronger engagement and revenue contribution. Higher-performing variants were identified and continued, while underperforming elements were refined or removed. Testing was applied consistently across campaigns and automated emails.

Audience segmentation

We refined segmentation and targeting to ensure each template performed effectively across audience groups, with adjustments made to targeting based on engagement behavior. Email content got aligned with product launches and seasonal events to support sales and retention.

Outcome

scandiweb’s team created 51 new email templates for campaigns and automations, resulting in a 24% increase in eCommerce revenue driven by new emails.

The redesigned templates created a consistent, conversion-focused foundation. Instead of isolated improvements, performance gains now compound as new campaigns and automations reuse the same proven structures.

If your email program is live but not driving measurable growth, we can help you rebuild it around customer journeys that convert.

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