The situation
A large e-commerce marketplace with millions of registered users, and no email program at all. Every repeat purchase depended on paid channels or on customers remembering to come back on their own. The most cost-effective revenue channel in e-commerce simply did not exist here.
Millions of customers. Zero lifecycle emails. Every rupee of repeat revenue was being bought again through ads instead of earned through the relationship.
What we did
Built the entire program from zero, in an order designed to scale safely:
1. Infrastructure before volume: sending infrastructure and deliverability foundations first, because reputation is built in the first million sends and repaired over the next hundred million
2. Automated journeys across the lifecycle: welcome, browse, cart, post-purchase, and win-back, each built as a revenue system rather than a broadcast
3. Controlled scaling: volume grew gradually, with inbox placement monitored at every step so growth never came at the cost of reach
4. Revenue accountability: every flow measured on attributed revenue, not opens, so the program earned its place in the P&L
The results
110M
emails per month, from zero
98%+
inbox placement maintained at scale
1004%
return on investment
Email scaled from nothing to 110 million sends a month while holding 98%+ inbox placement, and became one of the company's most profitable channels at 1004% ROI. A channel that did not exist became a core revenue engine.