When Romania’s largest furniture retailer, Mobexpert, partnered with eCommerce-Today in early 2025, they weren’t looking for a complete email marketing overhaul. With over 30 years in the furniture business and already solid email performance, Mobexpert needed strategic expertise to optimize their existing email automation setup and guide new initiatives.
Over the past several months, our collaboration has focused on implementing fundamental email marketing strategies that deliver measurable results. This case study demonstrates how strategic account management, flow optimization, and tactical improvements can significantly enhance email marketing performance, even for brands that already have strong foundations in place.
Challenges
Despite having an established email marketing presence, Mobexpert faced several key challenges when we began our partnership:- Strategic Direction Gap: While their email campaigns were generating results, there was a lack of a cohesive long-term strategy guiding their email marketing efforts.
- Outdated Email Design: Their existing email templates and flows had become slightly outdated, missing opportunities for improved engagement and conversion.
- Missing Key Automation Flows: Important automated sequences were absent from their customer journey, particularly around their loyalty program and site engagement.
- Loyalty Program Integration: Mobexpert was transitioning their M&You Club loyalty program from in-store only to their online platform, requiring seamless email marketing integration.
- Optimization Opportunities: Existing flows, while functional, hadn’t been systematically tested and optimized for maximum performance.
Objectives
Our primary objectives for the Mobexpert email marketing project were:- Implement comprehensive loyalty program email flows to support the m&You Club online launch
- Develop missing automated sequences to capture more conversion opportunities
- Optimize existing email flows through strategic testing and refinement
- Establish consistent campaign management to maintain high engagement standards
- Create a cohesive email marketing strategy aligned with Mobexpert’s business goals
- Improve overall email performance metrics across all customer touchpoints
Key Flows
Within a month of starting our collaboration, we successfully implemented several critical email flows: Loyalty Program Flow Suite:- Loyalty Welcome Flow: Introduces new M&You Club members to program benefits
- Redemption Reminder Flow: Encourages customers to use accumulated points
- Anniversary Reward Flow: Celebrates customer loyalty milestones
- Loyalty Birthday Flow: Delivers personalized birthday offers to program members
New Customer Flow: Designed specifically for first-time purchasers to enhance their onboarding experience and encourage repeat purchases.
Site Abandonment Flow: Captures visitors who browse the website but leave without purchasing or even viewing a product page, which has become one of the account’s best-performing flows.
Subsequently, we implemented our A/B Testing Framework: a systematic testing approach for subject lines, send times, and content variations to continuously optimize performance.
Among the tests that were run, we conducted extensive testing on the existing abandoned cart flow, discovering that reducing send delay from 24+ hours to 3 hours increased the placed order rate from 3.5% to 5.8%, a 66% improvement in conversion performance.
Measurable Results
The strategic improvements implemented have delivered impressive results across all key email marketing metrics:
Overall Email Performance (July 2025 vs. Previous Year)
- Click Rate: +90.5% year-over-year improvement
- Open Rate: +26.5% year-over-year improvement
- Bounce Rate: -72.7% improvement (significantly better deliverability)
- Attributed Revenue: +8% year-over-year growth in email-driven revenue
Flow Performance Improvements
- Flow Attributed Revenue: +46.3% year-over-year growth
- Flow Recipients: +37.8% increase in automated email reach
- Flow Conversion Rate: +4.2% improvement in overall flow effectiveness
Campaign Performance Enhancement
- Campaign Click Rate: +94.4% year-over-year improvement
- Campaign Open Rate: +27.1% year-over-year increase
- Campaign Conversion Rate: +75.6% improvement in conversion performance
What Mobexpert Says
Our collaboration with eCommerce Today Agency began about three months ago, and so far the experience has been excellent. They started with a detailed audit of our email marketing account, after which they implemented the essential flows that were missing. With their help, we also cleaned up our inactive contacts list to improve deliverability and overall campaign performance.
Beyond strategy and implementation, the team handled campaign scheduling and ran A/B testing to identify the best sending times, helping us maximize results. Together, we also built dedicated flows for our newly launched loyalty program, an important step in personalizing communication with our loyal customers.
We truly appreciate their professionalism and responsiveness. We confidently recommend eCommerce Today to any brand looking to optimize its email marketing communication.