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KraftStories offers hands-on art workshops and DIY kits, including Turkish mosaic lamps, candle-making, and terrarium classes. Their experiences are designed for individuals, families, and teams, delivered both in person and virtually across multiple locations.
Email was already part of their marketing mix when we started. Campaigns were being sent inconsistently to different audience segments, and list growth came from a mix of website forms and in-person events. Engagement was decent, but email wasn’t yet operating as a system.
There was no clear lifecycle path for new subscribers, corporate leads, or repeat buyers. Each campaign worked in isolation, meaning, it was harder to scale revenue or build long-term momentum through email.
The core issue wasn’t copy or design. In fact, they were good. The challenge was structure.
KraftStories served multiple audience types, but everyone largely received the same experience once they joined the list. Email was doing too much heavy lifting through campaigns, without automation supporting key moments in the customer journey.
Specific challenges included:
Without a lifecycle automation in place, their email couldn’t reliably turn interest into revenue.
Instead of adding more campaigns, we focused on building a lifecycle-based automation system designed to meet Kraftstories' subscribers at the right moment.
The foundation of the system included:
This was paired with a segmentation framework based on:
List growth was also systemized. Email capture was reinforced across website forms, social content, and in-person events, turning existing traffic and workshops into consistent acquisition channels rather than one-off opportunities.
The result was an email system that could scale without increasing their manual workload.
Once automation was in place, email performance shifted quickly.
Automated flows became the strongest revenue contributors, outperforming regular campaigns by reaching subscribers at higher-intent moments. Open rates increased to over 65%, with click rates reaching double digits during peak periods.
The welcome flow emerged as the top revenue driver, while abandoned cart automation consistently recovered lost sales. Corporate-focused emails also showed exceptionally high engagement, validating the need for separate lifecycle paths.
Not every campaign was designed to sell immediately. Some were intentionally nurture-focused, supporting long-term engagement while automated flows handled conversions in the background.
Takeaway
This project wasn’t about sending more emails. It was about turning email into a system that supports growth, retention, and scalability across multiple customer types.
By shifting from campaign-led execution to lifecycle-based automation, KraftStories’ email channel became predictable, measurable, and revenue-driven, without sacrificing their brand experience.
If you're ready to grow without the stress, reach out and book a free audit.