I made this section with love for the number nerds. Let's start a club.

Let's talk numbers.

Most brand strategy decks die in Google Drive. Mine turn into revenue reports.
‍Here’s what happens when strategy isn’t just a deck — it’s the design, copy, tech stack, content cadence, and audience journey. I don’t just build brands. I build engines.
In Essence Digital Design
the type of numbers you need to be eased into:
190% increases
$135k losses
x5 Bench marks
Emails worth $15k

Brand one:
email campaigns, no flows.

24.2%

of total revenue for the store, directly from email campaigns.

Benchmarks: 15-30% INCLUDING automations / flows

Quick flex:

Klaviyo campaigns only, no flows. One-woman rebuild.
38% less emails sent.

40.2%

open rate
Industry average: 29-40%
Previous: 30.8%
↗︎ +5.6%

0.97%

click rate
Industry average: 0.7-1.3%
Previous: 0.58%
↗︎ +35.8%

$172.97

rev per email
Benchmark $30-86
Previous: $156.24
↗︎ +10%

$81.78

aov
Store average (across all orders): $41.23
Previous emails: $27.96
↗︎ +192.5%

Brand two: but what about flows?

3 months of campaigns and flows vs 3 months of neglect

While I was managing this brand’s email:
Open rates sat at 42–47%, click rates were double the industry average
‍
When I wasn't there:
Every campaign stat collapsed by 60-96%
Total revenue dropped 43%
And the only thing holding it together?
The flows I built...
Campaigns flipped from 62% to 36% of conversions

during

Campaigns total (62%)

$210k

Flows total (38%)

$130k

Total conversions:

$340k

Campaigns

Open Rate: 42.7%
Click Rate: 1.9%
Order Rate: 1.0%

Flows

Open Rate: 47.6%
Click Rate: 4.9%
Order Rate: 2.9%

after

Campaigns total (36%)

$70k ↓ 66.7%

Flows total (64%)

$125k ↓ 3.85%

Total conversions:

$195k

↓ 43%

Campaigns

Open Rate: 17.2% ↓ -60%
Click Rate: 0.5% ↓ -74%
Order Rate: 0.04% ↓ -96%

Flows

Open Rate: 47.2% ~ same
Click Rate: 5.3% ↑ 8.2%
Order Rate: 2.3% ↓ 20%

Why should you care?

Most brands treat email like a megaphone: blast, sell, repeat. I build email like a whisper in your customer’s ear — perfectly timed, beautifully written, and backed by the data that makes it work.Whether it’s a cause, a cult-favourite, or a complex ecommerce SKU list, I’ve made emails convert. No gimmicks. No flows. Just smart strategy and sharper execution.

want this?