We started by fixing their biggest bottleneck, deliverability. Within the first 30 days, we corrected inboxing issues using our segmentation expansion strategy, which immediately opened up more reach and revenue potential.

Next, we focused on list growth. Their sign-up form was only converting at 2.6%, so we redesigned and optimised it to hit 7%, giving us more high-intent subscribers to work with.

To personalise the experience from day one, we added zero-party data fields to the form. This allowed us to tailor the welcome flow and speak to customers based on their needs, not assumptions.

In the first 30 days, we rebuilt all of their core flows from the ground up. These automations now convert at a higher rate, recover more revenue, and nurture new customers properly.

On the campaign side, we shifted away from constant discounts and focused on educational, value-led content. This helped build trust, boost engagement, and protect margins.

We also introduced updated design blocks based on UK Baby Centre branding, which instantly improved familiarity, consistency, and click-through rates.

With deliverability fixed and design refreshed, we were able to safely triple the number of campaigns sent each month, without hurting engagement.

As a result, their engaged segment grew from 65,000 to 110,000 profiles in just three months, giving every send more impact and every flow more revenue potential.