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Australian Furniture

Australian Furniture Warehouse Achieves 7X Email Revenue Boost

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Increase in email revenue


Increase in revenue per recipient


Increase in campaign revenue

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Learn how we helped AFW generate business-scaling numbers using our lifecycle marketing best practices.

COVID-19 spelled doom for many a store owner. Australia Furniture Warehouse knew they needed to step up and adopt the online format and reach out to their target audience virtually to keep their brand from succumbing to the pandemic.


AFW prides itself on providing the best furniture deals in Adelaide since they sell high-quality furniture at prices that are up to 80% less than those charged by regular retailers.

AFW was primarily a brick-and-mortar store. When COVID-19 hit and caused many stores to shut down, AFW knew they needed to do something to save their business. That’s when they decided to move their operations online.


From there, they needed to come up with a solid digital marketing strategy to adapt to the virtual battlegrounds of the eCommerce space.

The Problem

They lacked an optimized eCommerce marketing framework. AFW was suffering from high bounce rates and low revenue per email recipient. Basically, they needed help establishing a stronger foundation for their online store.

The Solutions

We helped AFW implement a customer lifecycle marketing strategy. By curating their marketing efforts to the needs and preferences of their customers, they can establish a strong foothold in the eCommerce space.

This meant optimizing their email designs, creating several automated flows, and utilizing proper segmentation and deliverability practices.

The Strategy

Here’s a quick preview of some of the strategies we helped AFW implement:

  1. Coordination with Facebook Ads for campaigns and special offers in-store
  2. Proper Segmentation and Deliverability Practices that allowed us to help them expand their campaign sending size over time
  3. Creative content that engages and drives conversions

Ready to get started?

We’ve put together a handy-dandy eCommerce marketing calendar to help you forecast all the sale dates you’ll need to watch out for! It’s chock-full of major and minor holidays, perfect for your eCommerce brand!
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The Results

Total email revenue

45% of store revenue, initially 27%

Flow email revenue

31% of store revenue,
initially 23%

Campaign email revenue

14% of store revenue,
initially 4%

List growth

221,055 as of december 2022,
initially 100,335


Calming Blanket wanted to increase their 27% email revenue to 35%. Chronos Agency helped them not only reach but surpass their initial goal through the use of—

Advanced segmentation
Strategically planned content
calendars and campaigns
Consistent A/B testing
Mobile-friendly designs
for campaigns

Key Takeaways

Advanced segmentation is a must-have for any business looking to improve their email revenue.

Frequent A/B testing is key to keep your campaigns updated with customers’ ever-changing needs and preferences.

Mobile-friendly design for your campaigns should be a standard to cater to customers viewing your emails via their smartphones and other mobile devices.

Set up a comprehensive segmentation strategy and follow through with profile criteria when sending specific emails.

Lifecycle marketing is a much larger iceberg than you think. It’s more than just slapping together two different strategies and forgetting about it. It requires a dedicated team who’s learned the language of customer data and in turn translating that into a game plan.

Chronos Agency has dedicated 5 years of its existence decoding the customers’ minds of over 400 brands. And now, we want to share what we’ve learned with you so you too can rack up the 20% to 30% revenue boost our past partners have reaped.

Let’s dive into what your customers really want from your brand