A Few Words About the Client
A Ukrainian online store offering tools and equipment with a broad product range, from household tools (screwdrivers, pruners, drills) to professional equipment (car lifts, welding machines, garden tractors). The audience is also split into two core segments: domestic consumers and skilled professionals such as plumbers, construction workers, and auto mechanics.
Where It Started
“We need email marketing, but we’re not sure where to even begin.” That is how our cooperation began. At the starting point, we had the following:
- No email marketing strategy in place — neither automated nor manual campaigns.
- No subscriber base — we had to build it from the ground up.
- Limited technical capabilities of the Horoshop platform — integration was a challenge.
- Moderate site traffic — not enough to collect contacts quickly.
The business had solid potential, but email marketing was its blind spot.
Implementation Stages
Stage 1: Research and Strategy
We started by exploring the entire website through the lens of a potential customer. We imagined ourselves as Oleh, a contractor in search of a new drill. Where would Oleh stop? What might confuse him? When would he be ready to leave his email?
We identified four key moments where email marketing could step in effectively:
- When Oleh first sees the store.
- When he is comparing items.
- When he is almost ready to buy.
- When he has already made a purchase.
We also considered seasonal demand. Spring and summer were relevant for construction and gardening work, autumn for preparing for the renovation season, and winter for New Year discount campaigns.
Stage 2: Content and Design of the Emails
“Men don’t read. Men look at pictures.” It may be a stereotype, but in this case, it had some truth. That’s why we developed a design that even the most no-nonsense site foreman would not scroll past. No flourishes, no decorative clutter — just clean, functional, and to the point.
For the copy, we stuck to one rule: speak like an engineer but in a way that even someone new to the subject can understand.
Stage 3: Technical Setup
Here, we encountered a real obstacle: Horoshop did not support abandoned cart automation. In other words, if a user added an item to the cart but didn’t complete the order, we had no native way to remind them. At first, this looked like a dead end. However, after evaluating all available technical options, we created a workaround using Google Tag Manager.
In addition, we added a contact collection form — a soft popup that appears after 15 seconds on the website:
“Get 5% off your first order!”
Stage 4: Automation Configuration
We set up automated email flows that were triggered exactly when needed:
Welcome series — the first impression:
- Email 1: “Your first-order discount is here!” — store introduction + promo code.
- Email 2: “We’re your go-to for choosing the right tools!” — bestsellers and customer reviews.
Order-related emails — building confidence and clarity:
- “Your order has been confirmed” — with full order details.
- “Your order has been canceled” — with a support manager’s contact information.
Reengagement flows for lost customers:
- “You still have items in your cart” — sent 3 hours after cart abandonment.
- “Prices dropped on items you viewed” — sent when a viewed item goes on sale.
- “Back in stock!” — sent when previously unavailable items become available again.
Stage 5: Regular Campaigns
We followed a consistent rhythm: 3 to 4 emails per month, no more. This audience has a low tolerance for spam. Each type of email had its own clear purpose:
Video reviews of new products (monthly)
We produced and distributed video overviews of the most relevant new items in the product range. These were integrated with the company’s YouTube channel and embedded directly into the emails, significantly increasing both engagement and conversion rates. The video format helped customers see the product in action before purchasing. That improved credibility and helped increase product trust.
“Pro Workshop” monthly digest
Expert articles with practical advice for choosing and using tools. These emails positioned the brand as a knowledgeable advisor. They kept customers engaged between purchases and offered seasonal value. This type of content also strengthened the company’s expert status.
New arrivals (as needed)
Timely updates about product availability, highlighting exclusivity and early access. We used authentic product photos to help the customer better visualize how the item would fit into real-life use.
Seasonal and holiday campaigns
Thematic campaigns were tied to specific professional holidays and seasonal promotions. Each holiday was used as an opportunity to offer not just a discount but also a ready-made solution based on real customer needs. For instance, we focused on curated gift sets before New Year and product bundles before Black Friday, which led to significantly higher average order values.
Stage 6: Optimization and A/B Testing
We constantly experimented to find the balance. One of our most effective experiments focused on the signup widget:
- We tested two versions of the subscription popup headline: “Exclusive offers for subscribers” vs. “Get 5% off your first order.”
- The second version, with its clear and immediate benefit, boosted subscriptions by 67%.
- On mobile devices, the difference was even more dramatic — conversion increased by 2.5 times.
Before the Black Friday sale, we launched two different promo widget designs:
- Option A: “10% off everything” — minimalist layout with just a drill and generator, emphasis on promo code.
- Option B: “10% off all tools” — bright yellow discount badge, clear visual focus, and a full range of tools (sander, chainsaw, etc.).
Option B delivered a 10.7% conversion rate! This banner appealed not only to rational benefits but also to the emotional need to be prepared for the season. Thanks to the broad product lineup, users felt they could find everything they needed for the home, garden, or workshop — and get it now, at a discount.
What We Achieved Over 12 Months
Engagement (because sales begin with opened emails)
- Average open rate: 66% for the welcome series, 50% for other trigger emails;
- Average click-through rate: 20% for welcome emails, 19% for others;
- Unsubscribe rate: Below 0.5% per campaign (a sign that the audience valued the content).
Subscriber growth
- Starting point: Zero subscribers;
- After 12 months: Over 500 active, real contacts.
Why It Worked: Our Insights
Within a year, email marketing became a stable revenue driver, generating 10% of the business’s total turnover. Here is what we learned:
- Automation is an investment: Triggered flows that were set up once continue to deliver results. The welcome series alone generated three times more revenue than all other regular campaigns combined.
- Testing leads to breakthroughs: without ongoing A/B testing, we would never have discovered the signup widget that reached a 10.7% conversion rate right before Black Friday. Each test provided new insights about our audience: why “Get a 5% discount” works 67% better than “Exclusive offers”, or why a bright yellow badge beats a laconic design.
- A deep understanding of the audience became the foundation of the entire strategy. Instead of general approaches, we created a detailed portrait of “Oleg the builder” and spoke his language at every point of interaction.
- Seasonality became our compass in content planning. Considering the natural cycles of audience activity—from spring preparation to gardening to winter New Year’s promotions—allowed us to always be on topic and offer relevant solutions.
Email marketing works not because we send emails, but because we solve real customer problems at the right time and in the right way.
This case is a clear example of how a channel can be built from zero and turned into a consistent revenue stream. What it took was a structured approach, technical adaptability, a willingness to test, and time. And the outcome was more than worth the effort.
If you are curious about the potential of your email marketing, schedule a free consultation. We will help you figure out where to begin and how to turn email into one of your most effective sales tools.
