Client story: "Pjaunu Grybą"
“Pjaunu Grybą” is a rapidly growing Lithuanian brand that produces and sells its own line of medicinal and functional mushroom products.
Collaboration with “Pjaunu Grybą” started from a common situation — email played only a small role in driving sales. Subscriber acquisition tools, a few automated flows, and newsletters were generating only a small share of total revenue, even when using an extended attribution model.
The brand was already active and visible, with a strong product, a well-developed business model, and a loyal audience. During the audit phase, it quickly became clear that the email marketing channel had significant untapped potential.
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
– Loyalty program strategy and integration into automated workflows
– Development of email channel visual identity and creation of sample campaigns
– Omnichannel SMS and browser push notification strategy and implementation
How We Combined a Loyalty Program and Custom Tech Solutions into a High-Performing Email System
Collaboration with “Pjaunu Grybą” started from a common situation — email played only a small role in driving sales. Subscriber acquisition tools, a few automated flows, and newsletters were generating only a small share of total revenue, even when using an extended attribution model.
The brand was already active and visible, with a strong product, a well-developed business model, and a loyal audience. During the audit phase, it quickly became clear that the email marketing channel had significant untapped potential.
Within a short timeframe, we built a cohesive email marketing ecosystem from the ground up. This included implementing new subscriber acquisition mechanisms, designing pre-purchase and post-purchase automated workflows, and integrating additional SMS and browser push notification channels.
Together, we made a deliberate strategic decision—one that prioritised long-term value over short-term sales pressure: price-driven promotions would be used selectively and only for subscribers who had not yet made a purchase. Discounts were intentionally avoided across the broader customer journey. Instead, existing customers were reactivated through alternative value levers—most notably the brand’s existing loyalty programme. We fully integrated this programme into automated workflows, using advanced technical integrations and dynamic content logic.
The results exceeded expectations — within the first months of collaboration, Omnisend solutions were gradually implemented and made a significant contribution to overall sales growth. The email channel’s impact increased substantially, becoming one of the main revenue drivers compared to the previously used platform.
The loyalty program was technically integrated into segmented automated emails and newsletters — allowing each recipient to see their accumulated loyalty points in real time. This encouraged the use of program benefits, increased repeat purchases, and helped maximize the capabilities of the tools used.
This first stage of a mature email marketing system demonstrated its ability to generate long-term value and clearly defined the path for continued growth. The automated workflows implemented will continue to generate revenue for years to come. However, the full potential has not yet been unlocked. The next phase will focus on deeper personalization, stronger automation logic, further expansion, and consistent long-term value creation.
Noteworthy Results and Insights:
– A newly developed Replenishment automation proved highly effective, with a strong share of recipients completing a purchase. Communication is tailored to purchased product quantities and behavioral signals, closely reflecting real customer buying habits.
– The SMS channel was built up gradually, allowing users to decide when they were ready for more direct communication. Phone numbers were collected in the second step of the newsletter subscription form, which became a primary source of the SMS subscriber base. In addition, an SMS-only popup shown exclusively to existing email subscribers further contributed to the growth of the active SMS audience. Within a short period, these solutions together formed the majority of the active SMS database, demonstrating that sustainable growth is achievable when channel expansion aligns with the customer journey rather than relying on pressure-based tactics.
– “Pjaunu Grybą” has successfully built an active community with a high proportion of repeat buyers. The brand stands out for its focus on long-term customer value rather than short-term promotions, while consistently nurturing a values-driven relationship with its audience. As a result, email communication intentionally includes founder-led content, practical guidance, and educational recommendations—strengthening trust and fostering a closer connection with the community. The results further reinforce our belief that strong, creative content execution is just as important as strategic and technical excellence.
– Notably, this client’s Welcome and Cart Abandonment email series show consistently high engagement across the entire sequence. Emails within each series perform similarly well in terms of opens and clicks, indicating strong communication value and well-structured messaging logic.