Case Study · EMAIL MARKETING ANALYSIS
Mailing strategy
fleppi.cz × Leadhub × Shoptet
How we helped a Czech stationery e-shop identify the causes of declining email marketing performance and build a concrete recovery plan - all based on two years of data, without API access.
2 years of data, 249 campaigns, 20 000+ orders
What is fleppi.cz
fleppi.cz is a Czech e-shop focused on planning, bullet journaling and stationery. The target group are organised people - primarily women aged 25–40 who look for diary inserts, stickers, stamps and accessories for personal productivity.
The e-shop operates on the Shoptet platform with thousands of SKUs across several hundred product groups. Email marketing is handled by Leadhub. A key characteristic of the assortment is the absence of a single dominant product - customers buy a set of complementary items where the value lies in the combination and regular replenishment.
Before the analysis
fleppi had a functioning email marketing setup with a welcome sequence, regular newsletters and segmentation into Club (loyal customers) and the broader customer database. Yet revenue and customer engagement were declining year-on-year - without a clear answer as to why.
API access to Leadhub was not available at the start of the project. The entire analysis was therefore conducted on CSV exports from Leadhub and Shoptet - two years of data covering hundreds of campaigns and tens of thousands of orders.
What was missing
- Year-on-year view of performance - no visibility into where and why things were declining.
- Understanding of the link between email activity and monthly revenue.
- Quantification of the impact of individual automations.
- Cross-sell opportunities identified from order data.
- Comparison of Club vs. customer database performance.
What was working
- Welcome sequence with high open rate and conversion.
- Club newsletter - consistently the strongest format.
- Regular sends throughout the year.
- Abandoned cart automations in three steps.
- Seasonal campaigns in Q4.
Core problem:
Customers were opening emails but stopped clicking - this directly translated declining email performance into revenue loss. Email accounts for almost half of total sales, so every dip in the email channel is felt immediately in the numbers.
Solution
The analysis ran as a live collaboration with the fleppi owner - interim results were shared in real time and the owner provided context (warehouse move, decisions about summer campaigns, assortment changes) that helped interpret the data correctly.
CSV exports from Shoptet and Leadhub - campaigns, automations and orders over a two-year horizon. Data cleaning, format standardisation, consistency verification.
Every calendar month year after year - revenue, order count, average basket value, customers, retention. Precise identification of months and causes of decline.
Hundreds of broadcast campaigns and automations over two years. Open rate, CTR, revenue and revenue per email sent - by month and by campaign. Identification of top performers and blind spots.
From tens of thousands of orders, identifying the most common product combinations - the foundation for cross-sell automations and product-focused newsletters.
All findings translated into a concrete action plan with rationale and estimated impact for every task.
What the data revealed
The performance decline was neither random nor across the board - it had specific causes in specific months. The data clearly showed where and why.
Email activity = revenue:
In months with significantly higher email activity, revenue was provably higher - and vice versa. Campaign gaps in summer were immediately reflected in sales.
Missing one email = permanent loss:
A loss that can't be recovered. The summer period uncovered untapped potential. A direct comparison of the same summer months across two years showed that where there were fewer campaigns, revenue was significantly lower. The 2024 summer mystery box generated revenue from a single email comparable to entire average campaign batches - and in 2025 it had no replacement.
Club newsletter - golden asset:
The segmented Club newsletter generates significantly higher revenue per email sent than standard broadcasts - consistently and across the entire observed period. This segment is the most valuable asset in the entire database.
Welcome sequence as the strongest automation:
The first welcome email with a code has an open rate above 60% and generates revenue per email far exceeding any broadcast campaign. Emails 2–4 have significant room for optimisation - timing and content can substantially improve their performance.
Cross-sell = hidden opportunity:
More than a third of orders contain two key categories simultaneously - yet there is no automation to actively direct customers towards complementary products after their first purchase.
Declining engagement with campaign content:
Open rate remained well above the industry average, but CTR declined year-on-year to less than half. Customers remain in contact with the brand - but the content or CTA stopped being sufficiently persuasive.
Positive signal:
Months where email activity grew - "birthday series", "campaign for small businesses" - showed year-on-year revenue growth. Customers respond. The problem is not the database, it's content and frequency.
What we proposed
Every recommendation is grounded directly in the data and anchored to a specific finding. Everything is derived from fleppi's customer behaviour.
Summer mystery box
Bring it back to the campaign calendar: 2024 data clearly shows what a single well-prepared summer email can achieve.
Teaser → last call series
Launch → last call can restore the summer peak that was missing in 2025.
Back-to-school series
August as a strategic month: August is a natural purchase trigger for the target group. Data shows that a campaign gap in this month directly caused a significant revenue decline - a series of 4–5 emails is the fastest path to recovery.
Cross-sell automation
Connect the strongest categories: A third of customers buy both key categories, yet no automation exists. A post-purchase email within 7 days featuring specific complementary products can activate latent interest.
Club newsletter
Increase frequency and invest in content: The best rev/email in the entire portfolio, yet only monthly. Adding one extra Club email while maintaining quality is the surest short-term step towards revenue growth.
Address CTR decline
Systematic testing of subject lines (A/B testing) and CTA across three campaigns will reveal where the click is being lost. Open rate is healthy - the problem is content or the call to action, not the database.
RFM segmentation
Personalisation by purchase activity: Splitting the database into active customers, customers at risk of churning and dormant contacts allows sending relevant content and reducing unsubscribes.
What the client received
The output is not a generic report, but a strategic document tailored precisely to fleppi's data and situation.
Client
feedback
What does fleppi say about the analysis?
"If you are looking for a partner who can truly immerse themselves in things, think about them in a broader context and at the same time deliver clear, practical recommendations, I can definitely recommend working with aethero. They carried out an email marketing analysis for us and I am truly delighted with the whole experience. The output was well-crafted, clear and above all full of concrete insights we can immediately put to use for the further growth of our e-shop. No generic recommendations - solutions tailored precisely to us."
