Imagine adding roughly $100k a year to your revenue with just your email list…without sending more emails. That’s what SafeSleeve accomplished in their first 60 days after they made the switch to Omnisend.
In this post, we’ll break down exactly what they changed (and what you can copy today) so you can turn your email program into a growth multiplier!
We’ll get into:
- Where SafeSleeve was stuck before the switch
- How Omnisend made the migration process easy and quickly delivered results
- The nitty-gritty details from SafeSleeve’s campaigns and automations
- Key lessons you can immediately apply to your own brand
Ok, let’s dive in!
A Look Back: Stuck at 7% Email Revenue
We’ve all been there before…checking the email dashboard expecting greatness, just to realize that your emails are barely moving the needle.
That was where SafeSleeve started, too. They were only generating about 7-8% of total revenue from their email program.
Sound familiar?
While common, for Ezra, that was a red flag. As he says:
“If you’re doing under 25 to 30% of your revenue from email, you ain’t working hard enough.”
Email isn’t just another channel–it’s where your hidden revenue lives. When you’ve got traction in the market, the right retention strategy helps you keep more of every new customer you acquire.
SafeSleeve had the traction; they’re an innovative brand protecting people from harmful EMF radiation with sleek, functional cases for phones, tablets, and laptops. What they needed was an ESP that could unlock that demand through smarter automations, cleaner deliverability, and better customer service.
Enter Omnisend.
If you’re feeling capped by your current ESP, you’ll want to see what happened next…
Making the Move to Omnisend
Maybe you know you need to find a new ESP, but you’re avoiding the inevitable…
Let’s be honest, when your boss says, “Hey, we’re going to move tools,” you immediately feel like you’re getting punished for something. After all, most migrations are truly nightmarish.
But with Omnisend, the entire process was smooth and simple for SafeSleeve. John Grimshaw even dared to call it less of a nightmare and more of a “mildly disturbed sleep.” That sounds like a serious upgrade to us!
To make it even more streamlined, we focused SafeSleeve’s migration on three key things:
- Cutting the dead weight. Why would you want to talk to people (or bots!) who will never buy? Thanks to Omnisend, SafeSleeve discovered roughly 30,000 disengaged contacts, and even Shopify checkout bots, clogging their list. By clearing them out, deliverability shot up, and click rates followed.
Lesson 1: A smaller, healthier list will almost always beat a larger, bloated one.
- Warming up the crowd. SafeSleeve started by engaging with their “ride or die” subscribers (the ones who always open and click). Then they gradually added colder segments of their list into the mix. This warming strategy helped us focus our efforts for the biggest return. We reignited engagement and built momentum across their campaigns.
Lesson 2: Don’t neglect your list. Take the time to reintroduce yourself and rebuild the relationship if they haven’t heard from you in a while. Start with your steadfast supporters to build momentum, and then continue with colder segments. It will be worth it!
- Rebuilding the core flows. SafeSleeve didn’t go crazy adding dozens of new automations and flows. Instead, they simply rebuilt their welcome, cart abandonment, and post-purchase automations in Omnisend. The result? Higher click rates and higher revenue per recipient.
Lesson 3: Sometimes paying attention to the basics is all it takes to unlock incredible results. What low-hanging fruit can you refresh for an immediate, impactful result?
No nightmares here. As you can see, this migration wasn’t about adding a ton of complexity. Instead, our goal was to set up SafeSleeve for long-term scalability. This approach, combined with the magnitude of automation lift across unchanged flows, demonstrates the impact Omnisend had on SafeSleeve’s success.
Remember, Omnisend is far more than a standard ESP; it has expanded into an omnichannel marketing automation platform. And, they’ve helped thousands of ecommerce businesses build lasting relationships with their customers by sending relevant messages to the right people, at the right time, using the right channel.
The best part is, Omnisend even saved SafeSleeve money. Many brands experience lower costs after migration, helping to boost their ROI even further. Including SafeSleeve, which experienced significant cost savings after migrating from MailChimp.
The Six-Figure Payoff
What could you accomplish if your automation revenue doubled in 60 days or less?
Simply by switching platforms, SafeSleeve saw impressive results just like that. Let’s walk through them together:
- Overall Campaign Click Rate: 0.45% ? 0.75% (that’s +67% of people actually clicking through instead of ignoring their emails)
- 4th of July Promo Revenue YoY Comparison: $45,866 ? $54,494 (+19% bigger payout than the year before on MailChimp)
- Email Revenue % of Total Revenue Pre- & Post-Migration: 7.1% ? 16.6% (in more than doubling here, email went from nearly irrelevant to a major revenue driver for SafeSleeve)
- Automation Revenue Lift: +170% from the same three core flows (proving that better tools mean better performance)
50-Day Comparison — (with Only Minimal Changes to Email Copy & Send Schedule)
| Automation Flow | 50 Day Email Volume | MailChimp Rev/Recipient | Omnisend Rev/Recipient | MailChimp Rev (Est.) | Omnisend Rev | Lift |
| Welcome Series | 3,500 | $0.69 | $2.83 | $2,415.00 | $9,905.00 | +310% |
| Abandoned Cart | 2,881 | $1.00 | $1.40 | $2,881.00 | $4,033.40 | +40% |
| Product Promo | 12,300 | $0.23 | $0.65 | $2,829.00 | $7,995.00 | +183% |
| Total | — | — | — | $8,125.00 | $21,933.40 | +170% |
- Projected Annual Automation Revenue Increase: ~$100,782/year (in just 50 days, SafeSleeve got a six-figure paycheck simply by upgrading their tool)
Now, skeptics might say that list cleaning alone could have boosted SafeSleeve’s results. While true, SafeSleeve’s +170% automation lift came from unchanged flows. The platform itself made the difference here.
At the end of the day, we can’t forget about the impact beyond the metrics, too. For SafeSleeve, that’s thousands more families who are discovering and investing in SafeSleeve’s protective cases. Their story proves that when you align your mission with the right tools, you don’t just grow your business–you expand your ability to serve.
Swipe This Playbook for Your Business
SafeSleeve’s results prove a few simple, impactful points if you’re looking to scale through email:
- Stop emailing people (and bots) who will never buy. A smaller, engaged list = better deliverability and more high-value clicks.
- Warm up your existing audience. Re-engage your list and reintroduce yourself to your subscribers. It works.
- Invest in automation. A handful of flows (welcome, abandoned cart, post-purchase, for example) can quietly add six figures a year to your bottom line.
- Upgrade your tools. An outdated ESP isn’t just slowing you down–it’s costing you growth every day.
Your mission matters. Your tools should help you serve more people, not hold you back.
You Can Do It Too
SafeSleeve went from leaving money on the table to building a retention engine that now powers 16.6% of their revenue.
Here’s the craziest part: just 2% of their traffic (automation emails) drove 37% of orders. Think about that…
TWO PERCENT!
That’s why strong automations aren’t optional if you truly want to scale your business.
And SafeSleeve is just getting started. With Omnisend’s automation, segmentation, and multichannel power, SafeSleeve is now on track to hit the 25-30% email revenue benchmark we see in top-performing brands.
Bottom line: Email isn’t just a channel–it’s a multiplier, and automations aren’t just nice to have–they’re the scaffolding of growth.
For SafeSleeve, it means their mission of serving more people who want to feel safe around their devices is back on track.
What could a switch to Omnisend mean for your business?
If you’re ready to see how your business can scale, check out Smart Marketer’s latest resources on retention marketing, or listen to the full podcast episode with Ezra, John, and Omnisend CEO Rytis Lauris.
