Hobbiesville

hobbiesville.com

Partners

Klaviyo®

Shopify Plus®

Industry

E-Commerce Retailer

Services

Email Marketing CRM Management

Partners

Klaviyo®

Shopify Plus®

Challenge Strategy Results

How Hobbiesville Scaled Email Revenue 4x Across 100,000+ SKUs

Challenge Strategy Results

01 Challenge

Hobbiesville had a massive catalog—over 100,000 SKUs spanning dozens of product categories. But their email strategy hadn't caught up.

They were batch-and-blasting the entire list with the same generic message. A customer who bought home décor got emails about electronics. A customer interested in hobby supplies saw promotions for completely unrelated products.

The result? Confusion. Poor engagement. Customers tuning out.

Email revenue represented only 10% of their total attributed revenue—a massive missed opportunity.

The problem wasn't their products or their customer base. The problem was their email system couldn't handle the complexity of their catalog.

They needed a way to send relevant, personalized messages to thousands of customers across hundreds of product categories—without drowning in manual work.

02 Strategy

We didn't try to manually manage 100,000 SKUs. We built a system that could handle the complexity automatically.

1. We Analyzed Their Customer Data

We identified buying segments and category preferences. Who buys home décor repeatedly? Who's an occasional electronics buyer? Who browses hobby supplies but rarely converts?

2. We Built Dynamic Product Recommendations

Instead of showing customers everything in the catalog, we showed them what mattered to them—automatically. Browse abandonment flows showed customers the specific products they viewed. Abandoned cart flows reminded them about items in their cart. Post-purchase flows recommended complementary products based on what they actually bought.

3. We Implemented Behavioral Segmentation

We created detailed customer segments based on purchase history, browsing behavior, and category preferences. A customer who purchased home décor repeatedly was segmented differently than a customer who bought electronics occasionally. Each segment got messages tailored to their interests.

4. We Developed Category-Based Campaigns

Home décor enthusiasts received home décor campaigns. Electronics buyers received electronics campaigns. Hobby supply shoppers got hobby supply promotions. No more confusion. No more irrelevant messages.

5. We Built Scalable Automations

The entire system ran on automations that could handle 100,000+ SKUs without manual intervention. As the catalog grew, the system adapted automatically.

03 Results

Email Revenue: 10% → 40%+ of Attributed Revenue

A 4x increase—driven entirely by relevance and personalization.

Batch-and-Blast → Hyper-Personalized Campaigns

Every customer now receives messages tailored to their interests and buying behavior.

100,000+ SKUs Managed Automatically

Sophisticated automation replaced manual campaign management.

Customer Confusion Eliminated

Customers see products they actually care about. Engagement improved. Tuning out stopped

Scalable Infrastructure

The system grows with the catalog. No additional manual work required.

The Breakthrough

Most large catalog retailers think they have to choose between scale and personalization.

Hobbiesville proved that's wrong.

By building the right automation infrastructure and segmentation strategy, we transformed email from a confusing broadcast channel into a personalized discovery engine.

Customers started seeing products relevant to them. Engagement improved. Email revenue quadrupled.

The lesson: In a crowded marketplace with massive catalogs, personalization isn't optional—it's the difference between email being a revenue driver or a missed opportunity.

Ready to Personalize at Scale?

If you're managing a large catalog and your email feels generic, you're leaving money on the table.

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