Client story: "MELIOR"
Melior.lt is a specialized e-commerce store offering high-quality collagen supplements.
“Email marketing is one of the most effective channels in our business — it allows us to reach customers directly and maintain a consistent relationship with our audience. And the results achieved together with NFQ.email speak for themselves.
The team’s work was truly professional and highly engaged. It was clear that they not only completed tasks, but genuinely cared about the outcome. Communication was smooth, responses were quick, and the suggestions were thoughtful and tailored specifically to our needs. I would confidently recommend them.“
Key Services Provided:
– Comprehensive email marketing audit and strategy
– Subscriber acquisition, list growth, and database quality optimization strategy and implementation
– Pre-purchase and post-purchase automated workflows strategy and implementation
– Expansion of automated workflows into structured multi-email communication sequences
– Creation and redesign of the email channel’s visual identity
– Newsletter and browser push notification communication planning and implementation
– Omnichannel SMS and browser push notification strategy and implementation
From 5.6% to 25.1%: How structure, consistency, and automation turned email into a revenue driver
Before the collaboration with Melior.lt began, email marketing was already in use. Newsletters were being sent, several basic automations were active, and the subscriber base was steadily growing. However, email generated only 5.6% of total e-commerce revenue and functioned more as a supporting channel rather than a strategic growth driver.
The challenge was not the audience or the product itself, but the lack of structure. Automations existed as separate flows rather than a connected customer journey. Most were limited to a single email, lacked visual consistency, while some workflows were outdated or inactive. Newsletters were sent irregularly, without a clear rhythm or content structure.
After the audit, the goal was clear — not more emails, but a better system. Over the course of several months, guided by real performance data, eight core automated email marketing workflows were created and implemented, covering nearly the entire customer journey.
The results speak for themselves: within a year, email marketing grew from 5.6% to 25.1% of total revenue, while 54.8% of email revenue was generated by automated workflows running continuously in the background.
Growth begins with clear structure and consistent execution. When email marketing becomes a system rather than a collection of isolated actions, it starts delivering consistent results every day and across every stage of the customer journey. The Melior.lt case demonstrates how, with the right direction and time, this channel can evolve into one of the strongest business growth drivers and deliver measurable results. That is why we continue developing these initiatives systematically.
Noteworthy Results and Insights:
– During Black Friday 2024, the email channel generated only 10 orders for Melior.lt. In 2025, that number increased more than tenfold to 114 orders. This was the result of consistent work on email communication throughout the year, strategic campaign planning, early-access sale communication, and strong synergy with other marketing channels.
– The SMS channel, which had not been used previously, also started delivering measurable results in 2025. During the project period, SMS communication contributed an average of up to 10.6% additional orders, highlighting the channel’s potential as a revenue driver.
– While A/B testing spin-to-win popup visuals, an interesting pattern emerged. On desktop, the version without prize visuals performed 146% better, while on mobile devices the opposite trend appeared — the version clearly displaying prizes performed 66% better. This once again highlights the importance of device-specific optimization, as user behavior can vary significantly depending on the experience.
– These improvements were also driven by the newly developed visual identity and content structure of the email channel, designed to balance educational content with sales communication. Emails became easier to read, more clearly structured, and better adapted to customer needs — helping increase both engagement and conversions.