Eat Blake's: $23,034 in email revenue from a flow programme built from zero

Blake's makes allergy-friendly snacks for kids and families: free from the top nine allergens, built for the parent who reads every label. When they came to us there were no automations. Not a weak welcome series, not a tired abandoned cart. Nothing. Ten months later email has produced $23,034.23 in attributed revenue and 614 orders, and the flows we built now earn every day without anyone pressing send.

The challenge

Most brands we take on have some automation already. It's usually bad, but it exists. Blake's didn't. When their onboarding form asked what metrics they'd use to judge our performance, they wrote "N/A, building automation flows." That's the most honest answer we've had to that question, and it told us exactly where to start. The timing mattered. Blake's is gearing up for a much bigger direct-to-consumer push, with a goal of $500K in DTC revenue for 2026. Their marketing team already watches conversions, ROAS, CPA and new-to-brand share, and the problem they named first was CPA and ROAS. Paid traffic was getting more expensive, and every subscriber they paid for landed in a list that had no system to turn them into a customer. So the brief wasn't "send more email." It was: build the owned channel that makes the paid spend worth it.

What In-box did

• Built the full core flow suite from scratch: Welcome Series, Abandon Checkout, Abandon Cart, Browse Abandon, Fulfilled (post-purchase) and a Sunset flow to keep the list clean
• Put a monthly content calendar in place, planned and approved with the Blake's team over Slack so nothing went out cold
• Split every single campaign into a Buyers send and a Non-Buyers send. No exceptions, no "send to everyone" days
• Ran the Protein Treats launch, a new product line in Confetti Cake and Cookies & Cream, as a dedicated launch moment rather than a line in a newsletter
• Built seasonal moments around the product, like Pumpkin Spice Crispy Treats, which became the top campaign on 10 September
• Structured the Labor Day Snack Sale as a three-part sequence: launch, reminder, final hours. One email is an announcement. Three is a sale

The results

Across 11 December 2025 to 14 October 2026, email generated $23,034.23 in attributed revenue: $15,085.92 from campaigns and $7,948.31 from flows. That came from 614 conversions, 416 from campaigns and 198 from flows, all from a programme that did not exist before this engagement. That works out to an average order value of about $37.52. The Welcome Series was the standout. It generated $3,866.76 from 101 conversions on its own, about 49% of all flow revenue. One welcome email alone did $3,149.31 at a 33.8% open rate. That's the flow that turns paid subscribers into first-time buyers, which is exactly the job Blake's needed done with CPA climbing. Buyers and non-buyers are not the same audience, so they never got the same email. A parent who already trusts Blake's with their kid's lunchbox needs the new flavour and a reason to reorder. A parent who hasn't bought yet needs reassurance first: what's in it, what isn't, why it's safe. The data backed that up on every send: the Buyers segment consistently drove the large majority of campaign revenue from a minority of recipients. Engagement kept improving as the list matured. The blended campaign open rate across the whole period was 43.3%, and in July to September 2026 it climbed to between 54% and 58%. Some of that is the segmentation. Some of it is the Sunset flow quietly removing people who stopped opening, so the people who remain actually want to hear from the brand.

If you're about to pour money into paid acquisition, build the flows first. Every subscriber you pay for should land in a welcome series that's ready to convert them, an abandonment flow that catches them when they hesitate, and a post-purchase flow that brings them back. Blake's went from zero automation to $7,948 in flow revenue that keeps compounding, right before their biggest DTC year. Go check your own account this week: if your welcome series isn't your top-earning flow, start there.