The Strategy

BMO Media implemented a lifecycle-first, omnichannel strategy designed to scale email- and SMS-attributed revenue through relevance, timing, and intent.

The Solution

Lifecycle-Led Automation
Email and SMS flows were strategically expanded and refined around customer intent, seasonality, and lifecycle stage. High-intent automations such as welcome and abandonment were optimized to convert new prospects while driving repeat purchases. During major promotions, flows shifted to sale-aware variants so subscribers entering mid-promotion were primed to convert, allowing automations to stabilize revenue rather than compete with campaigns.

Audience-Aware Targeting
Prospects received acquisition-focused logic, including a consistent first-time buyer offer across abandonment until conversion. Post-purchase, messaging evolved to remove introductory incentives and instead focus on product relevance and purchase intent.

Omnichannel Execution
Email and SMS operated as a coordinated system. Email delivered depth and narrative, while SMS drove high-intent action, ensuring reinforcement without redundancy.

Intentional Segmentation
Segmentation became a primary performance lever, especially within SMS. Campaigns targeted smaller, behavior-driven audiences to reduce unnecessary volume and improve revenue efficiency.

Impact

Email Performance

• Flow-driven email revenue increased +202% YoY

• Campaign-driven email revenue increased +126% YoY

• Engagement improvements supported stronger efficiency:

  • +15% open rate YoY

  • +24% click rate YoY

  • +103% increase in unique clicks YoY

  • +48% increase in conversion rate YoY

SMS Performance

• SMS flow revenue increased +235% YoY, becoming the primary driver of channel growth

• SMS campaign volume decreased –3% YoY, while campaign-attributed revenue increased +111% YoY

• Engagement gains reflected more targeted execution:

  • +108% clicks YoY

  • +32% increase in click-through rate YoY

  • +166% increase in conversions YoY

Why it Worked

By expanding and refining lifecycle automations, differentiating messaging between prospects and returning customers, and treating email and SMS as a unified experience, James Michelle was able to scale attributed revenue while protecting engagement and efficiency.

Automations provided consistent, high-intent revenue—especially during major sales—while campaigns became more targeted, timely, and effective.

The full playbook for jewelry brands is in our jewelry marketing agency guide.

Testimonial

"Since partnering with BMO Media, our email program has grown 159% year over year, and our SMS program has grown 189% year over year. I had worked with Sammy, the CEO of BMO Media, previously, so placing our trust in him and his team was an easy decision. The experience has been seamless, with a consistent upward trajectory of success. We truly enjoy working with the entire BMO Media team."

Heather Shultz Head of Sales & Growth Marketing James Michelle Jewelry