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77 campaigns, dated and briefed for the whole year, with the audience, the exclusions and a subject line for every one. Built on what actually earned across our clients' accounts. Written for ecommerce brands selling in the United States.
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What we found
Ten accounts split each campaign into two sends, one to people who had bought before and one to people who had not. Same email, same day, only the audience changed. Past customers earned more in every single account, by between 1.5 and 5.9 times, with a middle value of three times.
One account opened a sale to its best customers two days early. That send earned $2.28 per person. The general launch of the same sale, two days later, earned $0.0105 per person. A second account ran a launch the same way and the gap was 39 times.
We compared discounted and non-discounted sends in eight accounts. The discounted sends earned more in five and less in three, and in most cases the difference was small. Changing who receives an email moved revenue far more reliably than changing the price.
In three separate accounts, an email with no design at all performed as well as or better than the designed emails around it. In one it was the best send of the month: $1,302 from 2,636 people.
What's inside
A sample month
| Date | Theme | Campaign | Send to |
|---|---|---|---|
| Fri Jan 1 | Education | The fresh start email | Everyone engaged |
| Mon Jan 4 | Product focus | The question customers always ask | Past customers |
| Thu Jan 7 | Education | Why most January plans fail by week two | Never bought |
| Mon Jan 11 | Review highlight | What it looks like after three months | Both, sent separately |
| Mon Jan 18 | Sales | New Year offer, early access | Best customers |
| Wed Jan 20 | Sales | New Year offer, open to everyone | Everyone engaged |
The figures are pooled from twelve ecommerce accounts managed by In-box, across thirteen monthly reports covering August to October 2026, holding 416 campaign sends to 8,615,232 recipients. Eleven accounts run on Klaviyo and one on Omnisend. All figures are aggregated and anonymised: no individual brand's performance can be identified and no client is named. Revenue per recipient means the revenue the email platform attributed to a send, divided by the number of people it reached. Most accounts contribute a single month, so treat the direction of each finding as more reliable than its exact size.