how we helped an Italian sleep brand take email from 8% to almost a quarter of revenue, written in Italian for Italy
Serenium makes OrthoSleep, a cervical pillow for people who have woken up with neck pain for years. It sells in Italy through serenium.it, and in Spain and Latin America through a Spanish-language store we also run.
In the 3 months before we started in 2025, email brought in 8.0% of the Italian store's revenue. Many buyers first find Serenium through an ad and are wary of it, so the brand needed emails they would trust.
when your buyer is wary of ads, every email has to sound like it was written for them
The Serenium customer is usually between 40 and 65, has lived with neck pain for years and has spent money on pillows that didn't help.
So every email is written in Italian from the first draft and tested on Italian buyers. The emails lead with the pain the reader knows and put the 100-night trial up front. Across the 2 stores we run 24 live flows, each in the store's own language.
campaigns written for Italian buyers, timed to Italian moments.
We send Serenium campaigns most days. Pain and sleep stories sit between short sales timed to the moments that matter in Italy, like Ferragosto and Prime Big Deal Days.
"-15% su tutto. È ufficiale." opened the Prime sale and was the biggest send of the season. "Abbiamo trovato un errore nei prezzi di ieri" (we found a mistake in yesterday's prices) made the top 3.
each campaign now earns 3 times what it did.
Comparing the 3 months before we started with our latest 3 months, Serenium now sends more than twice as many campaigns, and each one earns 3 times as much on average.
The list grew over the same time, and the average campaign now reaches about 17 times as many people.
email grew from 8.0% to 22.8% of store revenue.
In the 3 months before we started, email made 8.0% of the Italian store's revenue. In our latest 3 months, it made 22.8%.
Email revenue grew 4 times across those two windows, much faster than the store, which grew 39%.
Industry guide
Retention for Products Customers Buy Once
How to run email retention for durable products like bags, furniture and tools: first-order flows, accessories, second categories, referrals, care and upgrades.
Read the guide
faqs.
Some questions we get often.
We help eCommerce brands grow repeat revenue. That means building out your full retention strategy - email, SMS, WhatsApp, and more - so you can convert more customers, increase LTV, and reduce reliance on paid ads.
Not even close. We’re a full CRM and retention partner. Email is the foundation, but we also optimize your tech stack, fix broken data flows, scale SMS, improve tracking, and design customer journeys across every touchpoint.
We don’t do templates or “30% email revenue” vanity metrics. Every strategy is built from scratch based on your business model, goals, margins, and customer behavior. And everything is done in-house - no juniors, no outsourcing.
You work directly with senior strategists who have built and scaled brands - not junior account managers. From strategy to execution, we stay hands-on.
We're a Klaviyo-certified email marketing agency - we build everything natively in the platform, though we're no strangers to the wider CRM ecosystem when the brief calls for it.
If you’re a DTC brand doing over $2M/year and care about retention, LTV, and owned growth - you’re in the right place. Especially if you’re tired of generic playbooks and want a partner who actually gets under the hood.
Absolutely! Our free audit reveals exactly where your setup has gaps, and what we’d do to fix it. There’s no pressure to work together right away. You’re welcome to take the insights and run with them. When you're ready to work together, we’ll be here.
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