Cocopup case study

The Challenge

Cocopup approached VALIX with a strong customer base but underperforming email results.

Campaigns were being sent too broadly, automation was underutilised, and performance visibility was limited.

Despite high email volumes, engagement was flat and flow performance lagged — signalling that quantity, not quality, was driving their approach.

How we did it.

VALIX deployed its Data-Driven Growth Framework to transform Cocopups’s email performance — focusing on data integrity, segmentation intelligence, and automation scale.

Data Cleaning & Validation

We began by auditing and cleansing the marketing database using Validity and transactional performance data.
This ensured only active, verified profiles were retained, improving deliverability and forming a trustworthy foundation for segmentation and personalisation.

Scoring and segmenting customers

• Recency – How recently they engaged with emails, visited the webstore or made a purchase

• Frequency – How often they interacted with campaigns or site content or regularly purchased.

• Monetary (Value) – The depth or quality of engagement (Total spend, browsing intent)

By layering Engagement RFM over transactional RFM, VALIX identified key behavioural patterns across the customer base — from high-intent browsers and loyal repeat buyers to dormant subscribers.

This provided a live view of engagement health and enabled precision targeting within campaigns and automated flows.

Advanced Analysis: Introducing Engagement RFM

To move beyond surface-level segmentation, VALIX implemented Engagement RFM — an evolved framework combining traditional RFM (Recency, Frequency, Monetary) with engagement behaviour. Previous analysis and experimentation had identified that up to 80% of future purchasers, are engaged with your marketing now.

Smarter Campaign Strategy

VALIX shifted from batch-and-blast to segmentation-led messaging — reducing send volume while increasing relevance. With media such as email, focusing on engagement and transactional behaviour, ensures priority treatment in the inbox and a reduction in complaints and therefore far better campaign performance.

Campaigns were dynamically tailored to each RFM and engagement tier, ensuring the right message reached the right audience at the right time.

Automation Expansion & Optimization

Automated flows were redesigned and scaled across the full customer journey, from welcome to post-purchase and win-back.

Each flow was powered by real-time behavioural triggers and personalised content based on Engagement RFM segments, ensuring consistent, high-value touchpoints.

Results

• 18% Fewer campaign emails sent

• 22% Increase in campaign revenue

• 32% Increase in campaign orders

• 170% increase in flow volume

• 56% Increase in flow revenue

Despite sending 18% fewer campaign emails, Cocpup’s achieved 22% more campaign revenue and 32% more campaign orders.
Automation delivered exceptional growth — with 170% more flow volume and 56% more flow revenue, driven by personalised Engagement RFM logic.

Impact

By combining data integrity, Engagement RFM analytics, and smart automation, VALIX turned inefficiency into intelligent growth.
Every send became more strategic. Every automation became more valuable.
Cocpup’s marketing was no longer just active — it was adaptive.

It was VALIX’d!

Key Takeaways

Engagement RFM delivers deeper insight. Understanding behavioural engagement alongside transactional data unlocks true customer intent.

Fewer sends, higher impact. Strategic segmentation reduced fatigue and lifted revenue

Automation drives sustained growth. Real-time personalisation scaled customer relationships.

Clean data fuels performance. Validated, structured data improved deliverability, targeting, and ROI.

“VALIX helped us take our email marketing to the next level. Their data-driven approach and Engagement RFM strategy meant we could connect with our customers in a more personal, meaningful way. Our campaigns are more targeted, our automations are working harder, and the results have been incredible — more revenue, more engagement, and happier customers!”

Anna Newcombe, Digital Marketing Manger.