Case Study
Spitishop x Sleed: You've Got Mail - and a 47% Revenue Increase to Show for It
The Case
Spitishop is Greece's largest online home goods store, with more than 75,000 products across 700 categories and a loyal, steadily growing customer base. Having built a strong digital footprint in the home textiles category, the brand reached a stage where its email channel needed to evolve: from broadcast-style campaigns to a data-driven, behaviour-based communication system capable of scaling with its ambitions.
During 2024-2025, Sleed undertook a full redesign of Spitishop's email marketing strategy, combining list health management, advanced segmentation, automation, and AI-powered personalisation into a single, cohesive growth engine.
The Challenge
Spitishop entered the collaboration with a clear objective: build an email communication plan structured around three axes - time, frequency, and user behaviour. Achieving this required solving several interconnected challenges:
- Managing a continuously growing subscriber list without sacrificing deliverability or list quality
- Building automations flexible enough to adapt in real time to shifts in user behaviour
- Maintaining full GDPR compliance while actively growing the list
- Moving the brand away from generic mass messaging and toward content that feels genuinely relevant to each subscriber
The targets set were ambitious: +20% subscriber growth, Unsubscription Rate at or below 0.2%, +10% Open Rate, and +40% Revenue from the email channel. These weren't incremental improvements, they required a full rethink of how Spitishop communicated with its audience.
Our Approach
We built the strategy on four interconnected pillars:
Healthy Growing List
List growth was driven through targeted competitions and customer support touchpoints, while list hygiene was maintained by sending campaigns exclusively to subscribers who had shown recent interaction, with the website or with email content. This ensured deliverability remained strong even as the list expanded.
Segmentation
We divided the subscriber base into 27 distinct segments based on basket value, purchase history, content interaction, and behavioural patterns. These segments were applied across both automated flows and mass communications, replacing the single-audience approach with three targeting tiers:
- Everyday communications for subscribers active in the last 3 months
- High-impact commercial messages for subscribers active in the last 6 months
- Major campaigns (sales, seasonal events) sent to the full list
A subscriber was considered "engaged" based on interaction with either email or the website, a definition that kept the active audience meaningfully broad without compromising quality.
Personalisation
Every automated flow was enriched with individual-level data: the subscriber's name, products they had previously browsed or purchased, and AI-generated product recommendations tailored to their behaviour. The result was communication that felt curated, not automated.
We also redesigned the Cart Abandonment flow, adding two additional emails that incorporate cross-selling tactics, moving beyond simple reminders and into active product discovery.
Two new behavioural automations were introduced:
- Last Chance: alerts subscribers when a product they have shown interest in is close to selling out
- Back in Stock: automatically notifies subscribers the moment an out-of-stock product becomes available again
Valuable Content (MTV Segmentation)
Through an in-depth behavioural analysis, we developed an MTV (Multivariate) Segmentation model that classified subscribers into lifestyle-based interest personas, such as decorator, organiser, and cook/host. This model was applied to mass communications to deliver content aligned with each persona's actual interests:
- When a new children's bed collection became available, only the parent segment was notified
- When wardrobe organisation season arrived, only the organiser segment received the relevant campaign
This approach made mass emails feel individual, without increasing production complexity.
The Outcomes
The strategy delivered results that exceeded every target set at the outset. List growth came in at 21%, surpassing the 20% goal, while the Unsubscription Rate dropped to 0.13%, nearly three times lower than the competitive benchmark. Open Rate improved by +16% against a target of 10%, and Revenue grew by +47% for the April-September 2025 period compared to the same period the previous year, with an ROI of 20.1.
The Spitishop collaboration proves what happens when segmentation, automation, and personalisation operate as one system: email stops being a broadcast channel and becomes a precision revenue driver.