70% Open Rates: 5 Ways We Make Newsletters Deliver Outstanding Results For Businesses As An Email Marketing Agency
Email marketing often gets a bad rap.
You hear “email” and think discounts, deadlines, and those annoying ‘last chance’ subject lines that guilt you into buying soap at midnight.
But what if we told you that we helped a brand hit £50,000 in 90 days without turning every email into a sale?
No shouting. No hard-selling. Just consistent emails, smart segmentation, and an audience that actually enjoyed opening them.
Let’s talk about Jubilee Scents.
The Brand
Jubilee Scents is a UK based brand, built on nostalgia, comfort, and quiet luxury with an old soul and a modern flair.
But behind those gorgeous scents and minimalist labels was one big question:
Can email really drive serious revenue for a brand that doesn’t want to feel “salesy”?
Short answer: yes. Long answer? Keep reading.
Where We Started
When we stepped in, Jubilee already had a stunning product line, a loyal base of customers, and yes, they were sending emails.
They weren’t new to email marketing. In fact, they were doing a lot of things right: beautiful branding, thoughtful product launches, and a clear sense of their audience’s taste.
But like many growing brands, they were missing a clear strategy. The emails were going out, just not always with purpose or rhythm.
There was no consistent narrative, no structure to guide the customer journey. Some emails leaned heavily on promotions, others felt generic. Open rates weren’t bad but clicks? Conversions? Not where they could be.
We didn’t see a problem. We saw raw potential and a perfect opportunity to build a system that matched their product quality and brand voice.
The Strategy: Consistency + Care + Clean Design
We didn’t reinvent the wheel. We just finally started rolling it.
Here’s what we focused on:
Consistency > Frequency
We didn’t flood inboxes. We just showed up every single week.
Rain or shine, Jubilee landed in their subscribers’ inbox with either:
Something to buy
Something to feel
Or something to remember
Yes, some emails sold fragrances. But others? They told stories. Shared feelings. Asked questions. Celebrated milestones.
Turns out, people want to buy from people. Not “brands.”
Segmentation Without Overthinking
No need for 20 buckets and 200 tags.
We started with three simple segments:
New customers
Repeat buyers
Customers with high purchase intent
Each got tailored flows that spoke to them.
A repeat buyer doesn’t need an intro to your bestsellers. A new customer shouldn’t get a “VIP 4th Purchase” discount.
Simple logic. Big returns.
Plain Text + Pretty Emails = Magic Combo
Design matters but not in the way you think.
Too many ecommerce brands make the mistake of sending overly designed emails that look like magazine ads. Pretty, but cold.
We balanced it.
Some emails were beautifully designed, gorgeous visuals, elegant layouts, clickable collections.
Others were plain-text like a quick note from the founder, or a “thought of the day” style message with a P.S. leading to a product.
The combination of both kept things fresh. And guess what? The plain text ones often converted better than the shiny ones.
The Results
Here’s what 90 days of consistent, thoughtful emails did for Jubilee:
£50,000+ in revenue(that’s revenuejustfrom emails)
34% increase in repeat purchases
Open rates hovering between 35 – 45% and at times above 50% too
Click rates increased to 2% and above
A few text emails also gave 7% and above click rates
But more than stats, we heard things like:
“Your emails feel like a warm cup of tea.”
“I wasn’t even planning to buy, but now I’m wearing your scent.”
And that’s what you want.
Not just sales. But loyalty. Emotion. Connection.
Key Takeaways
Show up even when you don’t have a sale
Your audience signed up because they liked you. Don’t only show up when you want their money.
Mix plain text with beautiful design
Let your emails breathe. Every message doesn’t need fireworks, sometimes it just needs honesty.
Segment, but don’t complicate
Start with a few clean lists. Speak directly to where your customer is in their journey.
Build relationships, not just revenue
Sales are a byproduct of trust. Build that first.
Final Thoughts: The Fragrance Metaphor
If Jubilee taught us anything, it’s this:
Email marketing is like a signature scent.
If you only wear it for special occasions when there’s a launch, a holiday, or a sale, it fades quickly and doesn’t leave a lasting impression.
But if you wear it often, on the slow days, the quiet weeks, the in-between moments,
you create a memory. A feeling. A brand that lingers.
And customers? They’ll come back not just for the fragrance,
but for the emotion it stirs every time they open your emails.