Email & Automations

Prepared for

Brown Butter Cookie Company

Email marketing audit

A close read of the email program in Omnisend, campaigns and automations both. Email is the shop's biggest revenue source at 41%, but it is shrinking, sent in seasonal bursts, and confined to one channel. The automations that run work; several sit idle or broken. This is the fastest part of the store to fix.

Omnisend attributes $203,565 to email over the last year. Source
01

Overview

41%

of revenue attributed to email

$203,565 over the last year

Source

26%

drop in campaign revenue, year over year

the single biggest email decline

Source

6

automations, of which three sit idle

one paid flow is broken as well

Source

12,359

subscribed contacts they can email

of 22,464 total on file

Source
02

Revenue

Finding 01

Email revenue is shrinking, and it is the campaigns

Email brought in $203,565 over the last year against $230,383 the year before, down 12%. Split it by type: campaign revenue fell 26% ($148,958 to $110,499), while automation revenue grew 14%. The always-on flows held up. The decline is all in the broadcast campaigns.

Email revenue, this year

Automations
$93,067+14% YoY
Campaigns
$110,499-26% YoY
Automations grew while campaigns fell. The decline is entirely on the campaign side.
Source

Monthly email-attributed revenue

$0 $35k $69k Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Email revenue
September and November alone are 55% of the year, and the off-months run near zero. Sending happens in a few seasonal bursts rather than on a steady schedule.
Source
03

Campaigns

Finding 02

The sending has stopped, and the blasts underperform

The store has sent 151 campaigns, but the last one went out June 22, 2026, roughly 2 months of silence. When they do send, they mostly blast the whole list: a 12,000-contact broadcast opened at 33% and clicked at 1%, and the Booster resends land under 8%. A 154-person Cookie Club send, by contrast, opened at 62% and clicked at 14%. A regular schedule and basic segmentation would lift the whole program.

Open rate by send type

Coconut Lime (all contacts)
33.5% open1.3% click
Booster resend
7.8% open0.43% click
Cookie Club (segment)
62.3% open14.2% click
Segmented sends beat broadcasts on every measure. The store leans on broadcasts and boosters.
Source

Source

04

Automations

Six automations run today. Three carry performance data, three sit idle, and one paid flow is broken. Each card below shows its trigger path, what the data says, and the specific fix. One recommendation is shared by all of them: test layout, hierarchy, and CTA placement within the brand guidelines. Design direction reference

01

Abandoned Checkout

Active 2 emails
Add to Cart 1 hour 11 hours Exit

A strong commercial foundation carried almost entirely by Email 1, the primary revenue driver. Email 2 is the weak point: engagement falls off and it earns nothing.

Email 1 64% open 11% click $1,099
Email 2 27% open 0% click $0

Findings and recommendations

  • Review whether opening an email should remove a customer from the workflow.
  • Keep Email 1’s core structure.
  • Rework Email 2 with a different value proposition: stronger urgency, social proof, or product-specific messaging.
  • Test whether the 11-hour delay should be shorter.
  • Review whether non-subscribed contacts should receive the email, based on the intended channel and eligibility.
02

Abandoned Checkout No. 2

Active 3 emails
Start Checkout 1 hour 11 hours 12 hours Exit

A fundamentally healthy checkout-recovery flow: a high-intent trigger, a purchase-based exit, and consistently strong engagement across all three emails. The opportunity is commercial, not structural.

Open rates run 62% to 65% and click rates 7% to 9% across the three emails. Email 3 carries a 10% discount.

Findings and recommendations

  • Keep the three-email structure.
  • Test alternative timing between the emails.
  • Test Email 3 against a non-discount version or a different incentive.
  • Measure whether the 10% discount actually creates additional conversions or just reduces margin.
  • Investigate the rising number of skipped contacts entering the flow.
03

Order Confirmation

Active 2 emails
Pay for Order 12 hours Order ID split Email 2 / Exit

Email 1 is one of the best-performing emails in the account. But the workflow logic prevents Email 2 from sending at all: every contact takes the "No" branch of the Order ID split and exits.

Email 1 75% open 13% click $231
Email 2 0% open 0% click $0 0 sends. All 259 contacts took the "No" branch and exited.

Findings and recommendations

  • Prioritize reviewing the Order ID split.
  • Confirm whether the split conditions are still required and correctly configured.
  • Determine why Email 2 is not sending despite contacts reaching the post-wait stage.
  • Once the logic is corrected, evaluate Email 2 as a retention and repeat-purchase opportunity.
  • Keep Email 1’s current structure; its engagement is strong.
04

Welcome Cookie Club

No data 1 email
Place Order Product ID filter 1 minute Exit on ship

Zero activity over the period: 0 entered, 0 completed, 0 exited, 0 currently in the flow. The concept is sound, but there is nothing to evaluate until it triggers.

0 entered, 0 completed, 0 exited during the available period. The email itself covers discounts, notifications, shipping, and membership management well.

Findings and recommendations

  • Confirm that Product IDs 163 and 252 are still the correct Cookie Club products.
  • Test the automation with a qualifying order.
  • Verify that the ShipStation shipping event is correctly connected.
  • Review the email for clarity around membership benefits and subscription management.
  • Once active, monitor entry volume and engagement before making performance-based changes.
05

Welcome

No data 2 emails
Newsletter Signup Immediately 30 days Exit on order

No data to evaluate, yet this is one of the most important flows in the account: the first real chance to turn a new subscriber into a customer. It needs verification and a content pass.

No entries recorded during the available period.

Findings and recommendations

  • Confirm the automation is active and receiving new subscribers.
  • Test the trigger using the Newsletter Signup form.
  • Review the 30-day delay; it is likely too long for a second welcome touchpoint.
  • Consider an earlier second touchpoint focused on brand story, products, or conversion.
  • Highlight the 10% discount, and update its expiration date in Email 1. The source still shows April 25, 2023.
  • The email runs long; test splitting some of the information into a separate email.
  • The header is oversized and takes up most of the first fold; test a lighter design.
06

Gifted Cookie Club Follow-up

No data 1 email
Product Order 1 day Exit

No data, so there is no evidence the workflow fires as intended. The concept is useful: a gifted-membership buyer is asked for the recipient’s details, and the purchaser gets an incentive.

No entries recorded during the available period.

Findings and recommendations

  • Verify that clubC-gift-tote and clubC-tote-Holiday-Gl are still the correct SKUs.
  • Test the workflow with an actual qualifying gift purchase.
  • Confirm whether sending to non-subscribed contacts is intentional and appropriate.
  • Make the recipient-information CTA highly prominent; collecting that data is the primary objective.
  • Consider testing the 1-day delay against a shorter follow-up if the information is time-sensitive.

Source

05

Channels

Finding 03

One channel deep

The audience is 22,464 contacts on file. Of those, 12,359 are subscribed and can be emailed for marketing, while Omnisend bills for 19,280, so they pay for several thousand more than they send to. Every dollar of the $203,565 above is email. SMS and push are switched on in Omnisend, yet SMS has 1 subscriber and push has 0. A large DTC base could opt into text, and none of it is in use. SMS is the clearest new channel, with order updates and cart reminders as the first steps.

100%
of channel revenue comes from email alone

1 / 0

SMS and push subscribers, on a 12,359-person list

Source

06

Priorities

High priority

  • Fix Automation 3’s Order ID split; Email 2 is not sending at all.
  • Rework Automation 1 Email 2, which has a 0% click rate and near-zero revenue.
  • Verify Automations 4 to 6 are active and triggering; all three show zero data.
  • Update outdated discount expiration dates, especially in the Welcome flow.
  • Restart a steady campaign calendar. The last send was two months ago and email cooled to 9% of revenue.

Medium priority

  • Test the timing in both abandoned-checkout automations.
  • Investigate the rising number of skipped contacts in Automation 2.
  • Measure whether Automation 2’s 10% discount produces incremental purchases.
  • Review channel eligibility for workflows that include non-subscribed contacts.
  • Shorten the 30-day gap between the two Welcome emails.
  • Send to segments, not the whole list. A 154-person send opened at 62% against 33% for a 12,000-contact blast.
  • Switch on SMS. It has one subscriber today, on a 12,359-person email list.

Keep and protect

  • Preserve Automation 1 Email 1’s structure and messaging.
  • Preserve Automation 2 Email 1 as a strong control.
  • Preserve Automation 3 Email 1; its engagement is excellent.
  • Keep the educational purpose of Automations 4 and 6 while validating their triggers.
07

What to add

Beyond fixing what exists, these are the flows the account does not yet run, ordered roughly by return.

01

Browser abandonment

Recommend products and share reviews from past customers.

02

Welcome flow additions

More story, value, and product education across extra touchpoints.

03

Cookie Club nurture

Further nurture the community and highlight member value and perks.

04

Double opt-in

Keep the list healthy and protect open, click, and spam rates.

05

Feedback request

Ask recent buyers for feedback. A playful subject line, "ate and left no crumbs," fits the brand.

06

Personalized promotions

Identify loyal and repeat buyers and offer them exclusive discounts.

07

Referral

Give loyal customers shareable discounts for friends and family.

08

Shipment and delivery

Keep buyers informed from order to doorstep.

09

Pop-up sign-up

Capture new subscribers and route them into the Welcome flow.