$155,351 from a single email: ODDHouse case study

The client

A European beauty brand, built on inclusive design.

High-quality, easy-to-use makeup with a real commitment to ethical, cruelty-free, vegan formulations. Strong products and a loyal following. Their welcome flow performed well, propped up by heavy ad spend, but their campaigns fizzled out after the first spark. That's where we came in.

The goal

Get campaigns pulling their own weight.

Re-engage customers and test smart strategies to unlock new potential, so email earned real revenue instead of leaning on paid ads.

The challenge

Where things stood.

Heavy ad spend carried the welcome flow, but regular campaigns weren't driving repeat customers or re-engaging lapsed signups who had never purchased.
Campaign revenue had stagnated, with little sign of growth.
Emails leaned too hard on flashy, image-heavy designs, losing the personal, inclusive voice.
Sends went out at random, inconsistent times, missing the moments that mattered.
Little personalization meant campaigns weren't speaking directly to customers.

How we did it

The approach.

Plain-text power

We leaned into plain-text emails for a personal, conversational tone that cut through cluttered inboxes and rebuilt the connection with subscribers.

Smart segmentation

We split unengaged subscribers, frequent buyers, and one-time customers, then tailored content to each. Opens, clicks, revenue, and placed-order rates all moved.

Send-time optimization

A three-phase test, exploratory then focused then optimal, to land in the inbox at the moment each segment was most likely to open.

Personalization

Names, browsing, and purchase history made each email feel one-to-one instead of one-to-everyone.

A/B testing, always

Plain text versus HTML, head to head. Plain text won. A little less glam was the pattern interrupt we needed.

The results

What happened.

Email-attributed revenue jumped from 30% to 50% of total revenue, by tapping previously unengaged subscribers and driving repeat purchases, not by cannibalizing other channels. Two campaigns broke records, beating even Black Friday: a Mother's Day plain-text email at €150,884 ($155,351) and a birthday plain-text email at €47,777 ($49,193). Average revenue per campaign rose 52%, from €15,000 to €22,000. Open rates held between 41% and 58%, with click rates steady between 1.5% and 3.8%.

Key takeaways

What we'd carry forward.

Less is more

Plain text made a stronger, more personal impact than polished HTML.

Send smart

Optimized timing drove measurably better engagement.

Know your audience

Segmentation and personalization paid off, big time.

Test what matters

We don't test everything. We test what matters, and every test starts with a clear hypothesis and a specific goal.

$155,351 from a single email