1 The potential, quantified
Mature e-commerce email programmes drive 20–40% of revenue. TYDI runs almost none today — so this is close to all upside, ramped over the first year.
~0%
Email's share of TYDI revenue today
20–40%
Email's share for a mature programme (Shopify/Klaviyo, 2025)
~41%
of email revenue comes from flows = just 5.3% of sends (Klaviyo, 2025)
~$36 : $1
Typical email marketing ROI (Litmus, 2025)
| Conservative ramp (on the growth-case revenue) | Year 1 | Year 2 | Year 3 |
|---|
| Store revenue (growth case) | $1.05M | $1.40M | $1.85M |
| Email's share (ramped) | ~8% | ~15% | ~20% |
| Email-attributed revenue | ~$84k | ~$210k | ~$370k |
Conservative vs the ~40% ceiling, and ramped because a from-scratch programme reaches benchmark performance over ~12 months, not on day one. Much of it is genuinely incremental given the near-zero starting point (recovered carts, manufactured repeat purchases, reactivated lapsers). Even on today's $794k base alone, a mature 20% contribution ≈ $159k — email is a revenue line in its own right. Figures firm up once the list size + AOV are confirmed in DD.
Channel potential, not additive. The 15–25% share is email's potential contribution, not a separate revenue stream stacked on top of paid, SEO and Trade Me. The same customer is reachable across all of them — so this figure is netted into the single integrated forecast in the business plan (which removes overlap and cannibalisation), not summed alongside the other channels.
Contingent on a legally-mailable list (UEMA 2007). The entire email revenue line above — including the ~$60k year-1 database-reactivation figure — is only bankable if the acquired list is legally mailable under NZ's Unsolicited Electronic Messages Act 2007. Opt-in / consent proof is a hard DD gate (see §2). No verifiable consent basis = the projection does not hold.
2 The asset — and the catch
Why it's the asset marketplaces can't give you: you can't email a Trade Me or eBay buyer — the marketplace owns that relationship. Every sale TYDI makes on its own site builds a list it controls: to re-sell, cross-sell, replenish and clear stock to, forever, at zero media cost. That's the structural advantage of owning the storefront.
The catch — verify before valuing it: the IM lists an "active email subscriber list" with no size. DD item #14 now asks for size, growth, engagement and — critically — the consent basis. NZ's Unsolicited Electronic Messages Act 2007 requires opt-in + unsubscribe + sender ID; an old or unconsented list isn't legally mailable, so how it was built decides whether it's an asset or a liability.
3 Segmentation — the same list, many audiences
| Segment by | Used for |
|---|
| Brand bought | Dyson owners → parts/upgrades; Apple buyers → accessories. Feeds the brand-specialist sites. |
| RFM (recency / frequency / value) | VIP treatment, lapsing win-back, one-timer nurture. |
| Category & browse interest | Relevant new-stock alerts; browse-abandon triggers. |
| Price sensitivity | Deal-seekers → the clearance & dead-stock offers (§5). |
| Lifecycle stage | New subscriber · first purchase · repeat · lapsed · win-back. |
| Consumable owners | Anyone who bought a Dyson → timed filter/battery replenishment (§4). |
4 The flow library — automation is the prize
Flows earn ~16× the revenue-per-send of campaigns ($2.87 vs $0.18 — Klaviyo 2025). Build these once; they run forever.
| Priority | Flow | Trigger & content | Benchmark |
|---|
| 1 | Abandoned cart (3-email) | Left checkout → reminder + reassurance (warranty, condition grade) + nudge | ~70% of carts abandon; flow converts ~2.7–3.3%, highest RPR of any flow (Baymard/Klaviyo 2025) |
| 1 | Welcome series | New subscriber → brand story, why-refurbished, first-order offer | RPR ~$3.34; ~48% of flow revenue is new buyers (Klaviyo 2025) |
| 2 | Browse abandonment | Viewed product, didn't add → "still looking?" | ~10× a standard campaign's conversion (Klaviyo 2025) |
| 2 | Post-purchase → replenishment | Bought a Dyson → timed filter/battery reminder at ~75% of consumption window | Replenishment converts 8–15% vs 1–3% promo; consumables repeat 35–45% (retention guides 2025) |
| 2 | Related products / cross-sell | Post-view/purchase → "complete the set" parts & accessories | The high-margin attach line; lifts repeat rate |
| 3 | Win-back / sunset | Lapsed → "we miss you" + offer; then suppress dead addresses | RPR ~$0.84; protects deliverability (Klaviyo 2025) |
| 3 | Post-purchase → review | Delivered → review request | Feeds sellable-voice-of-customer for product & copy insight |
The move: stand up the minimum viable set first — welcome · abandoned cart · browse abandonment · post-purchase · win-back — which is where the disproportionate revenue lives. Top stores run 12–16 flows; TYDI starts with 5 and captures most of the value.
5 The dead-stock monetisation engine — the bit marketplaces can't run
This is where "all that dead stuff we're sitting on" stops being a liability and becomes an AOV engine.
A live inventory feed flags every slow / aged / low-value SKU. Co-work auto-builds two offer types from it:
- Standalone clearance — "we've got this, cheap" — to price-sensitive and brand-matched segments. Moves stock + recovers margin.
- Free-shipping-threshold add-ons — surfaced when a shopper is near the free-ship minimum, in-cart and in the abandoned-cart flow: "add this $29 filter to unlock free shipping." The dead stock becomes the bait that lifts the order you were already getting.
+10–15%
AOV lift to model from a threshold set just above current AOV (industry cites up to ~30%) (2024–25)
~58%
of shoppers add items to qualify for free shipping (industry, 2025)
> $1
Recovers far more than a $1 auction on slow-but-sellable stock
$0
What a marketplace seller can run this on — no list, no checkout
Why only you can do this: it needs a customer relationship, cross-sell control and a shipping-threshold mechanic — none of which Trade Me or eBay give a seller. Owning the list + the checkout is the whole point. Reserve true
$1 auctions for the genuinely dead; route everything slow-but-sellable through this engine.
↔ Stock & Ops
6 Automation architecture
The stack
- GHL (or Shopify/Klaviyo) — flows, segments, send
- Live inventory feed (Railway/Postgres) — flags dead stock, drives dynamic offers
- Shopify checkout — free-shipping threshold + order bumps
sellable-voice-of-customer — mines the review flow for insight
What co-work does
- Builds & maintains the segments from purchase data
- Writes the flow + campaign copy in brand voice
- Picks the right dead-stock add-on per cart, dynamically
- Reports flow performance (clicks/orders, not opens — Apple MPP makes opens unreliable)
7 Rollout priority
| Stage | Do | Why first |
|---|
| 1 | Confirm list size, engagement & consent (DD); migrate to the sending platform | Decides whether the list is an asset — and keeps it legal |
| 2 | Abandoned cart + welcome flows | Highest RPR; recovers revenue from week one |
| 3 | Segment the list; post-purchase (review + replenishment) | Builds the repeat-purchase engine off consumables |
| 4 | Browse-abandon, cross-sell, win-back | Completes the minimum-viable flow set |
| 5 | Dead-stock engine (feed + threshold + add-ons) | Turns the aged stock into AOV — the unique edge |
Benchmarks are from Klaviyo (2025), Baymard Institute (2025), Litmus (2025) and e-commerce retention studies — and reflect stores already running email well, so treat them as the target state reached over ~12 months, not day-one. USD figures; NZD ≈ ×1.65. The revenue model is illustrative pending the list size + AOV from due diligence. Not financial advice.
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