Omnisend success story · Luxury chocolate maker

How To’ak Chocolate raised email-triggered revenue 460% in six 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 maker of rare single-origin chocolate had a story worth telling and an email program that barely sold. A welcome series that tells the brand’s story, a cart series that answers buyers’ doubts and simple resends turned email into a real sales channel within six months.

Business: To’ak Chocolate
Market: Quito, Ecuador, selling online internationally
Goal: Make email a real sales channel

Squares of dark chocolate with cacao beans on a white wooden table

The results.

Before the switch, email brought in roughly 3% of sales. Results cover the six months after moving from Mailchimp; Omnisend does not state the year.

460%increase in email-triggered revenue in the six months after moving to Omnisend
39.4%of email revenue came from automated messages, which were 2.1% of email sends
18%conversion rate on the welcome series

Six 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.

To’ak makes luxury single-origin chocolate from rare Ecuadorian Nacional cacao, from its base in Quito. It is a considered purchase: the product is expensive, and buyers want to understand what makes it different before they order.

Email accounted for only about 3% of sales. At the same time the company was moving its store from WooCommerce to Shopify and its email from Mailchimp to Omnisend, a chance to rebuild the program around how its customers actually decide.

Omnisend product recommendation options for best-selling, recently added and most viewed products

What they did.

Storytelling welcome series · Abandoned cart series · Campaign resends · Shopify store data

Told the story in the welcome series: A welcome series that introduces the brand from several angles. It reached a 47% open rate and $5.66 in revenue per email.
Answered doubts in the cart series: Abandoned cart emails covered shipping, insurance, customer ratings and pairings, the questions that stop a luxury order. The series opened at 43.9% and earned $3.64 per email.
Resent campaigns to people who missed them: Booster sends of campaigns converted at 6% and added 16% more promotional email revenue.
Connected the new store: The Shopify integration fed every order and cart into Omnisend, so each message responded to what the customer did.

Why it worked.

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

A considered purchase needs a story: People do not buy rare chocolate on impulse. The welcome series gave them the reasons, which is why it converted at 18%.
Objections, answered in advance: Shipping and insurance questions stop expensive orders. Answering them in the cart series removed the reason to wait.
Automation outearned volume: Automated messages were 2.1% of sends and 39.4% of email revenue, a far better return on every send.
Resends are free revenue: Sending a campaign again to people who did not open it cost nothing extra and added 16% to promotional revenue.

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.

Write the welcome series as your story: In our Omnisend email, SMS and push management, the welcome series explains why your product is worth it: origin, craft, proof and how to use it.
Answer objections in the cart flow: We find the questions that stop your customers buying, from shipping to sizing, and answer them in the reminders.
Resend smartly: Non-openers get a second chance with a new subject line, and nobody gets the same email twice.
Bring in buyers who care: Premium products need the right audience. We pair email with search and social ads aimed at buyers who value quality; see our Meta ads management.