Work / Case study
A fresh pair of eyes on Putnams' email marketing
An outside review that gave an established team three things to consider, and a 70% lift in welcome flow revenue.
Goal: An outside view of their email marketing. Insight, not implementation.
- Client
- Putnams
- Sector
- Homeware / E-commerce
- Services
- Marketing, Email review
- Date
- September 2026
- Website
- www.putnams.co.uk
The brief
Putnams is a well-established business, proudly run in the South West, making comfort products by hand in Devon. They have their own marketing team, so they didn't need someone to do the work. They wanted something harder to find: an outside view.
When you're always looking internally, it can be hard to spot what isn't working.
✕
Looking from the inside
- You know the story behind every email
- Habits quietly become "how we do things"
- It's hard to read it like a new subscriber
✓
Looking from the outside
- Fresh eyes, no history, no attachment
- Reads every email like a first-time subscriber
- Free to ask "why do we do it this way?"
What we did
A thorough review of their email marketing. And to be honest, nothing was wrong. The emails were good. They just weren't as good as they could be.
So we kept it simple. Rather than a 50-page audit, we raised three points of consideration and talked each one through in detail with the team. Then their team put them into action.
Why the welcome flow matters
The welcome flow is the first conversation a brand has with a new subscriber, and it runs every single day without anyone pressing send. Small improvements there compound.
- 01Sign upSomeone joins the list, curious and ready to listen.
- 02WelcomeThe first impression: who you are and why it matters.
- 03Follow-upsBuilding trust, answering questions, showing the range.
- 04First orderThe moment a subscriber becomes a customer.
The outcome
The result was a 70% increase in the revenue generated from the welcome flow alone.
Not every project needs us to build something. Sometimes the most valuable thing we bring is perspective, from founders who've run their own email, flows and campaigns and know where the revenue hides.
Not heard of Putnams? Check them out: putnams.co.uk
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