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.

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.

A special shout-out to Larissa, our outstanding account representative. Her deep industry knowledge and guidance in implementing the latest tools and strategies played a major role in achieving these results. We truly enjoy working with her and the entire BMO Media team."

Heather Shultz Head of Sales & Growth Marketing James Michelle Jewelry