Omnisend success story · Equestrian apparel brand

How Kerrits raised revenue per promotional email 50% in four months on Omnisend.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

A riding apparel brand with two product lines and one customer list moved its email and text marketing to Omnisend. Four months later, promotional emails earned half as much again per send, and automated messages were bringing in almost a quarter of email orders.

Business: Kerrits
Market: Washington state, selling online across the US
Goal: More revenue from every email sent

Rider in a black jacket and helmet on a chestnut horse in a sand arena

The results.

Revenue per email is compared with the brand’s previous email platform, over the four months after the switch. Omnisend does not state the year of the switch.

50%increase in revenue per email on promotional campaigns, compared with its previous email platform
23%of email orders came from automated messages, which were less than 4% of email sends
21.7%conversion rate on automated emails, against 5.6% on standard promotional emails

Four months after moving to Omnisend. Results as published by Omnisend, based on revenue Omnisend attributes to its messages. Omnisend does not state the attribution window.

The challenge.

Kerrits makes performance clothing for women and children who ride horses: breeches, riding tights, tops, jackets and accessories. It also launched EQL, a line of everyday clothing inspired by riding. Over three years the company shifted toward selling directly to customers through its Shopify store, which made email and text its most important way to bring buyers back.

The brand had used Mailchimp and Klaviyo before. It needed one place to talk to customers of both lines without mixing them up, reports it could actually act on, and order and shipping emails that looked like Kerrits rather than plain Shopify notices.

Omnisend workflow card for a welcome series with two text messages and one email

What they did.

Automated email workflows · Abandoned cart SMS · Customer segments · A/B tested campaigns

Automated the moments that sell: Welcome, cart abandonment, product abandonment, post-purchase, seasonal best-seller and re-engagement messages run on their own through Omnisend automation workflows.
Split the list by product line: Separate segments for Kerrits customers, EQL customers and people who buy both, so each group hears about the products it actually wears.
Added text to the cart reminder: An SMS cart reminder converted at 15% and earned $2.87 per message sent.
Tested promotions and branded every order email: A/B tests showed a free shipping offer drew the most conversions. Order and shipping confirmations moved from Shopify into Omnisend, with workflow splits that brand each email by what the customer bought.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Automation did the heavy lifting: Messages triggered by what a shopper just did, like leaving a cart or browsing a best seller, converted at almost four times the rate of promotional email. A seasonal best-seller reminder alone brought 42 orders and nearly $6,000 in one August.
Two brands, one clean list: Segmenting by product line kept EQL shoppers from getting breeches promotions, which keeps unsubscribes down and every send relevant.
Testing replaced guessing: The free shipping result came from a test, not an opinion, so the next promotion started from evidence.
Every email looked like the brand: Even receipts and shipping notices became branded touchpoints, the emails customers open most.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our Omnisend email, SMS and push management.

Build the core workflows first: Welcome, cart, product abandonment and post-purchase go live first in our Omnisend email, SMS and push management, written for your products and buying cycle.
Segment by what people buy: If you sell more than one line or brand, each gets its own segment and its own story, from the same account.
Test the offer before the season: Free shipping, a gift, early access or a discount: we test which one moves your customers before the big weeks, not during them.
Fill the list with the right shoppers: Our Google Ads management and Meta campaigns bring in buyers who are already searching, and every new customer enters your welcome workflow.