Bundle revenue
Did the merchant generate value through bundles?
Lifecycle campaign · 01LinkedIn ↗
Lifecycle marketing · Shopify SaaS
Turning merchant analytics into a reason to return.
I designed and launched Easy Bundles’ first data-personalised monthly performance email—connecting merchant metrics, CRM experimentation and post-send learning into a repeatable lifecycle system.
See the measured result ↓340emails delivered
97.7%delivery rate
11.38%Brevo open rate
13Rebrandly click events
01 / The opportunity
Performance existed in dashboards. It did not yet exist as a lifecycle conversation.
Installed merchants could see data when they entered the product, but the company lacked a recurring, proactive way to make that value visible and prompt the next useful action.
Did I make money?→Where did performance break?→What should I do next?
02 / What I designed
A modular report built around merchant decisions.
The first iteration prioritised a small set of merchant-readable signals instead of presenting every available number.
Bundle orders
How much order activity came through the product?
Bundle views
Were shoppers reaching the bundle experience?
Bundle vs store AOV
Was bundling increasing basket value?
Top-performing bundle
Which live bundle produced the strongest signal?
Block 01Performance snapshot
Revenue, orders, views, AOV comparison and top bundle.
Block 02What is working
Three selected insights rather than a dense dashboard dump.
Block 03Recommended next step
A relevant action and BFCM-oriented services prompt.
03 / Experiment
Two subject-line frames tested the value of clarity versus curiosity.
Brevo selected the winner after a one-hour open-rate test and sent it to the remaining audience.
Directly names the asset and reinforces a recurring reporting expectation.
Uses a question-led curiosity frame around merchant performance.
04 / Result
The campaign shipped—and the evidence required reconciliation.
Brevo and Rebrandly did not agree on click activity. Rather than choosing the more flattering dashboard, I preserved both measurements and scoped what each could prove.
37Brevo-recorded opens
0Brevo native clicks
13Rebrandly total click events
~4Rebrandly unique clicks
1unsubscribe · 0.29%
Measurement note: Rebrandly classified 30.77% of 13 recorded clicks as unique—approximately four. Until internal or QA traffic is excluded, these are reported as platform-recorded click events, not verified merchant sessions or conversions.
05 / Decision anatomy
The complete proof chain.
The result is not inflated into a conversion claim. The value of this case lies in what shipped, what was learned and how the next iteration changed.
Business problem
Easy Bundles had merchant-level performance data, but no recurring lifecycle communication that translated those numbers into a reason to return, optimise a bundle or engage with the team.
Insight I found
A useful merchant report could not be a generic newsletter. It needed to answer three questions quickly: did my bundles make money, what worked, and what should I do next?
Recommendation
Create a modular monthly performance email using merchant-specific metrics, a clear diagnostic hierarchy, one relevant recommendation and a focused service CTA.
Scope I owned
Campaign architecture, metric hierarchy, insight logic, copy, two subject-line variants, campaign setup, launch review and post-send reconciliation across Brevo and Rebrandly.
Functions coordinated
Marketing leadership, analytics and engineering/automation stakeholders—to confirm cohort eligibility, metric definitions, available fields and the practical path from a data sheet to a CRM send.
What shipped
The first Easy Bundles monthly merchant report, including an A/B-tested subject line, personalised performance framing, a BFCM services prompt and tracked destination link.
Result
340 emails were delivered at 97.7%. Brevo recorded 37 opens and an 11.38% open rate. Rebrandly recorded 13 click events, approximately four of them unique. One recipient unsubscribed.
What my judgment changed
I did not treat data personalisation as sufficient proof of relevance. The launch showed that the next iteration needed sharper segmentation, a more specific recommendation and cleaner cross-platform tracking.
06 / Applied learning
The next lifecycle iteration is narrower by design.
The ongoing Kite campaign moves from broad store-level reporting toward offer-level segmentation, limits the email to the most relevant active offers and avoids declaring an offer successful or unsuccessful without its targeting context.