+17% YoY increase in revenue
Sector: E-commerce
Services: Email marketing, CRM strategy, lifecycle marketing, remarketing, Klaviyo optimisation
The Challenge
Morphy Richards
Following a shift towards D2C growth, Morphy Richards identified email as a key channel, but performance was underdelivering across both revenue and engagement metrics.
Campaigns lacked personalisation and strategic direction, with a reliance on broad, one-size-fits-all messaging. There was also limited insight into customer timing and relevance, alongside gaps in reporting transparency and platform expertise.
Key areas for improvement included messaging relevance, lifecycle strategy, revenue growth and overall channel performance.
The Approach
Morphy Richards
I-COM applied its e-commerce email marketing framework to deliver a structured improvement plan across campaigns and automation.
Six core areas were prioritised to drive performance:
- Refresh of email templates and copy, aligning with brand identity and introducing lifestyle imagery.
- Enhancement of existing automations, including abandoned browse journeys.
- Introduction of new lifecycle automations and integrations.
- Rebuild of segmentation using predictive customer metrics.
- Development of a structured testing strategy.
- Campaign planning aligned to lifecycle stages and promotional opportunities.
This approach created a more targeted and responsive email programme, improving both engagement and efficiency.
The Results
Morphy Richards
Changes to planning, segmentation and creative delivery improved both performance and efficiency across the channel.
Revenue increased year-on-year despite a reduction in campaign volume, supported by more relevant messaging and improved lifecycle targeting.
The revised approach also enabled a balance between revenue-driving campaigns and loyalty-building communications.
- +17% YoY increase in revenue
- +50% average campaign CTR improvement YoY
- -55% reduction in the number of campaigns YoY
- +11% increase in unique placed orders YoY
- Unsubscribe rate reduced from 0.52% to 0.38%
- Bounce rate below industry benchmark
- +50%
- Average Campaign CTR% improvement YoY
- +17%
- YoY increase in revenue
- -55%
- Number of Campaigns YoY
“Working with I-COM has been a genuinely great experience. The team are knowledgeable, collaborative and consistently professional, with a really strong ethos that comes through in everything they do. Communication is clear, ideas are well thought through, and they feel like a true extension of our own team rather than an external partner. We genuinely enjoy working with them and look forward to continuing the relationship.”
Tristan Folkard, Marketing Director at Morphy Richards
Digital Marketing Specialists
We are I-COM
Formed in 2005, we have grown to be one of Manchester's largest independent digital marketing agencies.
With a large in-house team of specialists we provide a range of digital services including web design, web development, digital marketing, SEO, branding, content marketing, PR and outreach, social media marketing and paid search marketing, we cover every digital marketing need you may have. Call on 0161 402 3170 or use the contact form to get in touch.
