s360 & Rains: Using marketing automation to increase e-mail revenue by 56%

We implemented a scalable e-mail setup, driving a 56% annual growth in e-mail revenue, doubling their subscriber base, and enhancing global omnichannel integration.

Marketing automation E-mail marketing

The challenge

Taking minimally viable to the next level

When Rains partnered with us, their e-mail marketing setup was minimal—consisting of a basic welcome flow, a back-in-stock flow via Shopify, and a few post-purchase automations. Their newsletter structure lacked strategy, and they recognised the need to tap into e-mail marketing’s full potential.

The challenge was clear: Rains needed to elevate the customer journey by delivering personalised, meaningful experiences that resonated with their audience. Additionally, they aimed to establish a cohesive omnichannel presence that would not only attract new customers but also build lasting loyalty with their existing base.

Client

Rains

Industry

Fashion

2

x

increase in e-mail subscribers

56

%

growth in e-mail driven revenue

113

%

increase in traffic from e-mail

The Solution

A revamped setup for marketing automation and e-mail marketing

To help Rains achieve their goals, we migrated them to Klavito and organised their subscriber data by country, ensuring clean lists and precise segmentation. We then create a fully automated e-mail setup with personalised communication along the customer journey that integrated seamlessly with other channels. A key initiative was a weather-based e-mail series offering personalised product recommendations based on local conditions.

We expanded their strategy by introducing SMS marketing in select countries, fully integrating with Klavito, and linking their POS system to create personalised e-mails based on in-store purchases.

To track performance, we implemented an advanced reporting system, offering insights into channel effectiveness and growth potential while providing a clear view of overall results.

"From day one, s360 has been proactive and structured in its approach, integrating the e-mail channel as a holistic part of our business. With a clear action plan from the start and a team of dedicated specialists, we quickly began to see the results of the enhanced efforts. Today, the e-mail channel plays a vital role in our digital marketing setup, and the next step will be its integration into our global omnichannel strategy — naturally with s360 as our trusted partners."

Sara Kolster, Paid Media & CRM Responsible, Rains

The Results

Doubling subscriber base and growing revenue

Thanks to their new, revamped e-mail marketing setup, Rains saw remarkable growth across multiple key metrics. These results testify to the power of a well-executed, data-driven e-mail marketing setup and a close collaboration between Rains and our team.

Key results include:

The subscriber base doubled
Revenue from e-mail marketing grew by 56%
Traffic from e-mail marketing grew by 113%
Unsubscribe rates dropped by 75% in the US despite a significant increase in e-mail volume

The Client

Rains

Rains is a Danish brand renowned for its high-quality, stylish rainwear and outerwear, crafted to withstand harsh weather while maintaining a sleek, modern aesthetic. With a growing global presence in over ten countries and a thriving international webshop, Rains has expanded its offerings to include waterproof bags, accessories, and winter jackets, combining functionality with contemporary design for every season.

www.rains.com

Contact
Casper Ackermann
Senior Director & Head of Marketing Automation
[email protected]

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We’re privileged to work with innovative companies and proud that our shared results get international recognition.

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