How repurposed emails boosted revenue by 6% through a 7-day re-engagement series — Case study — Stripo.email

If you’ve ever watched your email subscribers go quiet after a few months — no opens, no clicks, no purchases — you’re not alone. It’s a common pattern in lifecycle marketing: Initial engagement drops off, and without a smart plan, potential revenue quietly slips away.

In this case study for our Email Marketer’s Code series, Marino Marks, Lifecycle Marketing Manager at NVISION, shares how he tackled this challenge for TheBlackPurple, a wellness and shapewear brand. By repurposing proven content into a 7-day reactivation series, Marino re-engaged dormant subscribers and boosted revenue by 6% — all without causing a spike in unsubscribes.

Meet the expert: Marino Marks

Marino Marks has been in the email marketing game long enough to see trends come and go — and to know exactly which channels stand the test of time. His journey into email started back in 2008, right when Facebook was on the rise. That moment was a turning point: “It was my first wake-up call that true connection with an audience needs to happen on your own terms, not on rented platforms.”

Since then, Marino has focused on building lifecycle strategies that connect with people and drive real business results. He’s partnered with more than 55 brands across industries like entertainment, fashion, beauty, SaaS, eCommerce, and healthcare, crafting personalized campaigns and automation that reach the right people at the right time.

For both B2C and B2B industries, Marino brings a mix of strategy, creativity, and hands-on expertise to every project. And when he’s not planning email journeys? You might just find him at a hardware store, sketching out his next DIY project.

The challenge: Recovering lost revenue from disengaged email leads

One of the brands I manage at NVISION is TheBlackPurple — a company that creates shapewear and wellness garments designed to help women feel confident in their bodies. Their best-known line, Mass & Slim, is all about real results: reducing the appearance of cellulite, supporting body contouring, and encouraging thermal activity. 

Even though we had a solid email calendar running, I started to notice something during our regular engagement reviews. After about 90 days, subscriber activity would drop off. Nothing out of the ordinary, but we saw a clear pattern. Based on some smaller tests we’d run earlier, I had a hunch that if we hit that window more intentionally, we might be able to re-spark interest and bring some of those subscribers back.

So, I decided to launch an experiment. We targeted subscribers who had been on the list for at least 90 days but hadn’t made a purchase yet. The goal was to see if we could use quality content — repurposed from top-performing emails — to bring them back into the funnel. We also wanted to understand just how many relevant, value-driven messages it would take to restore engagement and drive conversions from dormant subscribers.

We had to be patient. This kind of test doesn’t show results overnight. I let it run for nine months so we could observe patterns over time and make sure any outcomes weren’t skewed by seasonality or one-off events. Time was the biggest limitation, but it was also what gave the experiment its value.

The solution: A 7-day reactivation journey built from what already worked

To really understand the impact of consistent, high-frequency engagement, I built a 7-day reactivation series aimed at subscribers who had been on the list for at least 90 days without making a purchase.

I wanted to avoid the usual “We miss you!” approach and instead focus on content that had already proven effective. 

Instead of building new emails from scratch, I pulled seven of our highest-performing emails — ones that had previously shown strong revenue per subscriber and clearly aligned with the brand’s mission and customer needs. These weren’t just promos — they were intentional and built around real customer pain points.

The hardest part wasn’t the writing — it was the prep. I had to go deep into past performance data, pick out the right emails, organize them into a meaningful flow, and make sure we had a clean segment to compare against a control group. 

Each email in the series was sent once per day, and I chose them based on two simple but important criteria:

1. High revenue per subscriber: I wanted every email to perform well, so I made sure each one had a track record of driving sales.
2. Subscriber-centric relevance: These weren’t just product pushes. They answered common questions, tackled real pain points, and leaned into wellness motivations, like how to feel confident in your skin or build healthy daily habits.

(Source: TheBlackPurple email)

How we conducted A/B testing

To figure out the best cadence, I set up a structured A/B test:

• branch A got the full series, one email per day for seven days;
• branch B received the same seven emails, but spread out every other day;
• a third control group didn’t get any of these reactivation emails — they stayed on our regular campaign calendar.

This setup helped me see not just if the series worked but also how often we needed to show up in someone’s inbox to make a difference.

Instead of building new emails from scratch, I pulled seven of our highest-performing emails — ones that had previously shown strong revenue per subscriber and clearly aligned with the brand’s mission and customer needs. These weren’t just promos — they were educational and built around real customer pain points.

Here’s a sales email example:

(Source: TheBlackPurple email)

And here is an example of a nurturing email:

(Source: TheBlackPurple email)

Later, I extended the experiment by triggering the same reactivation flow for subscribers who had been on the list for 120 to 180 days without converting. As expected, this version showed a lower incremental lift in revenue, indicating that, for this particular audience, around 90 days post-subscription was the optimal point for recovery. It became clear that timing, not just content or cadence, plays a critical role in reactivating dormant subscribers before interest fades too far.

Tools and approach: Keeping it modular and flexible

All the emails in this series were built using modular templates and a few custom HTML blocks we had already developed for TheBlackPurple. I’m a big fan of working modular — It makes testing, swapping content, and building new versions way faster without having to start from scratch every time.

Even though we didn’t use the Stripo builder for this particular campaign, the modular structure and design system we followed would’ve fit right into Stripo’s setup. It’s the same idea: Build once, reuse easily, and stay consistent across all messages.

The results: A clear win for consistent, relevant messaging

Once the test wrapped, the results were pretty clear — and encouraging:

1. Subscribers who received the daily reactivation series (Branch A) showed a 6% lift in revenue compared to the control group. We also saw a noticeable bump in overall revenue, which meant the series actually moved the needle.
2. We tracked attribution using a last-click model with a 3-day window, so we could be confident that the conversions were directly tied to this campaign.
3. What surprised me most was how well the daily cadence performed. Branch A outperformed Branch B by 45% in revenue per subscriber, and we didn’t see any spike in unsubscribe rates. That was a key concern going in, but it turns out that when you send the right content — stuff that’s helpful, clear, and focused on the subscriber — frequency isn’t the issue.

Recommendations for email marketers

Here’s what I’ve learned from this email marketing case and can recommend:

1. Repurpose your best-performing content: This experiment proved that you don’t always need new content to drive results. Many of your strongest emails — especially those focused on subscriber pain points — can be reused in automated journeys to support the decision-making process.
2. Don’t assume silence means disinterest: Low-frequency emails might simply not be enough to change minds.
3. Campaign consistently: This experiment showed that sustained touchpoints drive real results, even with repurposed content.
4. Track revenue per subscriber, not just opens or clicks: Opens are no longer reliable, and clicks only tell part of the story. Revenue per subscriber gives you a clearer picture of what’s actually working.
5. Use UTM tracking and control groups: It might take a bit more time, but it’s the only way to confidently assess the true impact of your campaign.
6. Test cadence: Timing is just as powerful as content. A/B test different pacing to find the best rhythm for re-engagement.

Wrapping up

Big thanks to Marino Marks for sharing this detailed and honest breakdown of his reactivation experiment. It’s a great reminder that smart strategy doesn’t always mean reinventing the wheel — sometimes, it’s about making the most of what already works and delivering it with better timing and intention.

At Stripo, we’re always inspired by marketers who use data and creativity to build meaningful email journeys. Marino’s story shows that with the right approach, even dormant subscribers can become active customers again. If you’re thinking about running a reactivation campaign, consider starting with your strongest content and testing your cadence.