XNRG - Email Marketing Case Study

XNRG came to us with a clear need to improve their email marketing, which had become heavily operational and underutilised as a brand and community tool. With thousands of previous participants and a growing base of new interest, the opportunity wasn’t just to clean up the process — it was to help transform email into an engagement channel.

The focus was twofold: first, identifying where email could be doing more for the business (without demanding significant ongoing effort), and second, creating a clear, automated structure that would help the team build consistency and value into every message they send.

We started by reviewing their current email activity and performance. While open rates were strong, click-through rates were low, and there was no segmentation or personalisation in place. We also noted that most emails were one-off logistical updates with little storytelling, brand reinforcement or community focus.

Working closely with the team, we developed a full email strategy that brought structure, consistency and tone to the entire channel. We aligned email content to the same three content pillars used in social: inspire, inform, and include. This allowed us to map out both essential core comms (like event announcements or logistics) and longer-term nurture content that could deepen engagement.

One of the most valuable outputs was a set of automated workflows, created to reduce manual workload while improving user experience. We developed tailored flows for new sign-ups, post-event follow-up, dormant subscribers, and generic event journeys. Each was written and designed to feel helpful, not transactional.

We also advised on email design best practices — simplifying the layout, improving call-to-action hierarchy, and ensuring accessibility. In parallel, we worked on segmenting their audiences within Brevo, building lists that aligned to their real-world customer journeys despite platform limitations. 

Alongside campaign work, we created a roadmap for how to expand their email output over time: including ideas for storytelling-driven newsletters, seasonal roundups, partner highlights and more. The full strategy was delivered in a format the team could return to repeatedly — with copy templates, audience flows and a content plan to reduce day-to-day decision fatigue.

The result was a clear step forward from sporadic, admin-heavy comms to a more purposeful, branded and community-minded approach to email that can evolve with their business.