A one-person marketing team, two distinct audiences, and an email programme that wasn’t working. Sends were irregular, templates were visually poor, and open rates reflected it.
The B2C list had grown to over 11,000 contacts with significant dead weight. Four separate B2B lists across ROI, UK, Northern Ireland, and new leads were growing fast — particularly in the UK, a new market — with no structured onboarding in place. Retailers ranged from a few thousand euro in annual revenue to several hundred thousand. They needed more than a newsletter. They needed a system.
Started with the foundation: new email templates that brought the design up to a standard that reflected the brand. Once that was in place, I built a 7-email automated welcome flow for B2C customers with subject lines heavily optimised at each stage, taking new homeowners through SONAS products and services in a logical sequence.
With B2C proving the model, I turned to B2B. I built a separate welcome flow for UK retailers — a series of videos featuring the CEO walking through how SONAS operates, supported by emails covering delivery, access to marketing materials, troubleshooting, and after-sales service. Every email was personalised beyond first name: written from the retailer’s dedicated sales rep, referencing their agreed terms and their specific relationship with SONAS.
Beyond the automated flows, I managed ongoing campaign sends across all four B2B segments and the full B2C list — product launches, seasonal offers, price increases, and confidential trade updates. For communications outside Mailchimp, I ran mail merge sends to retailers covering price changes and product information packs so they could list updated lines on their own sites.
Once the programme was performing, I cleaned the B2C list from 11,000 to 9,000 — removing unengaged contacts to protect deliverability and list health.
Campaign send — KBB Exhibition 2024
B2C Welcome Flow
Cadence: 1 email per week
B2B UK Welcome Flow
Cadence: every Monday & Thursday