Hobbycraft
Challenge
Fragmented email strategy with inconsistent targeting and creative delivery.
Limited automation and lifecycle personalisation meant campaigns were overly manual and generic.
Engagement and conversion rates lagged behind industry benchmarks.
Approach
Conducted full lifecycle audit and segmentation review to identify automation opportunities.
Implemented a multi-phase roadmap introducing automated journeys (Welcome, Replenish, Winback, etc.).
Optimised creative templates for deliverability, speed, and rendering quality.
Introduced data-driven testing frameworks to enhance message relevance and timing.
Results
- Delivered measurable uplift in engagement and conversion across lifecycle journeys
- Improved deliverability and creative consistency through modular templates
- Established roadmap for personalisation and automation, setting foundation for long-term CRM maturity