Apparel
MAIN1
How MAIN1 Added $248,000 in Annualized Revenue Through a Trust-Building Email System
A deep-dive into how the Aftercliq team grew this brand's retention revenue.
The Client
Brüm is a European brand selling portable espresso machines for travelers, busy professionals, and people who want high-quality espresso anywhere, anytime. The brand positioned itself as a premium, high-quality alternative in the portable coffee market, giving customers a luxury espresso experience at a more reasonable price point.
The Challenge
Before working with us, Brüm was heavily focused on paid ads and front-end marketing, but had no popup, no email flows, and no real backend system in place.
That created a major revenue leak. Interested visitors were reaching the site, learning about the product, and leaving without being captured, educated, or retargeted. If they did not purchase on the first visit, Brüm had no easy way to follow up without paying to reach them again.
The product also required education. Portable espresso machines are still a relatively new category, so customers needed to understand how the product worked, whether it could produce quality espresso, and whether it performed as advertised. For a higher-ticket product, that trust gap mattered.
The Solution
The first step was building Brüm's email backend from scratch.
Unlike brands that already have an email system in place, Brüm did not yet have the core foundation set up. That meant the priority was creating a system that could capture traffic, educate interested visitors, recover abandoned buyers, and continue the relationship after purchase.
Before building the emails, we first studied Brüm's positioning, product, audience, and main buyer objections. The product had strong appeal, but it also needed explanation. Customers needed to understand how it worked, why it was different, and why it was worth buying.
Phase 1
The first priority was building Brüm's email foundation from scratch.
Because the brand was already investing into paid traffic, every website visitor mattered. Without a popup or automated flows, Brüm had no reliable way to turn anonymous visitors into subscribers, educate them after they left the site, or recover abandoned carts and checkouts.
We started by creating and A/B testing multiple popup versions across offer, design, and messaging. The goal was to find a version that captured more visitors while still feeling aligned with Brüm's premium positioning.
After testing and optimization, the popup reached a 10.4% opt-in rate.
Alongside the popup, we built the core automated email flows: Welcome flow, Abandoned cart flow, Abandoned checkout flow, Browse abandonment flow, and Post-purchase flow.
These flows were built around product education, trust, and purchase intent. The welcome flow explained how the portable espresso machine worked, while the abandonment and post-purchase flows helped recover interested buyers and continue the customer relationship after the first order.
Phase 2
Once the foundation was in place, we moved into ongoing email campaigns and optimization.
The campaigns gave Brüm a way to keep educating customers without relying only on paid ads. Instead of only sending promotional emails, we used campaigns to explain the product, build trust around the quality of the espresso machine, answer common questions, and keep the brand top of mind for both potential and existing customers.
At the same time, we continued testing and improving the popup and automated flows. This included testing subject lines, email formats, design direction, copy angles, and text-based emails versus HTML emails to find the messaging that explained the product clearly while still keeping the brand feeling premium.
The Results
After building Brüm's email backend, the brand had a stronger system for turning paid traffic into owned revenue.
Instead of relying only on ads to educate, retarget, and recover potential buyers, Brüm now had a backend channel that could support the customer journey after visitors left the website.
The popup gave Brüm a reliable way to grow its email list. The automated flows helped educate first-time buyers, recover abandoned carts and checkouts, and generate revenue from visitors who would have otherwise been lost.
Overall, the brand saw:
- $141,000 in annualized revenue added through email marketing.
- 10.4% popup opt-in rate after A/B testing and optimization.
- Full email backend built from scratch.
- New retargeting channel created from existing paid traffic.
Aftercliq helped us build a real email backend from the ground up. The popup, flows, and product education turned our existing traffic into a revenue channel we didn't have before. — Brüm Team, Founders, Brüm
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