Work · Aztec Diamond · reporting and email
A premium equestrian brand that made email its steadiest channel.
We connected store, email and Google Ads data into one weekly contribution report, then rebuilt the email programme against what it showed rather than against the campaign calendar.
Chapter 01 · The section that could not hear the others
Open rates on the report, revenue questions in the room.
Loyal customers and a strong identity, and a channel that could only talk about opens while the business asked about orders. Flows were outdated, pop ups untested, and list cost climbed on a list nobody had audited. Without a view tying sends to orders, every decision about email was a matter of taste.
Chapter 02 · What we connected
Audit, connect, then let contribution set the calendar.
A full audit of campaigns, flows and list health came first, then one report tying every send and every ad click to orders in Shopify. Flows were rebuilt, pop ups tested for real first party capture, and list cleaning scheduled against deliverability data, so the cost of the channel fell while its contribution rose.
Orders, not opens
Every send reported against Shopify revenue in the same view as paid.
Flows rebuilt on data
Welcome, browse and winback sequenced by observed buying gaps.
List health on report
Deliverability and list cost tracked weekly, cleaned on a schedule.
Chapter 03 · Who did what
The AI side
Watches sends against orders
Deliverability, list cost and flow revenue checked nightly, with anything off threshold written up before the morning stand up.
The human side
Our UK team sends the email
Campaign build, flows, pop ups and creative done by people in Manchester, priced by the hour, with no model near the copy.
Chapter 04 · The output we were held to
Email is now the channel that holds when others wobble.
When paid gains, email compounds it. When trading slows, email holds the line. The weekly report is how the team plans the month, and the list is healthier and cheaper to run than when we started.