Sabina Drove 1.4X Revenue Growth by Rebuilding Email for Scale

Sabina is a Spanish online retailer specializing in perfumes, fragrances, cosmetics, skincare, makeup, haircare, and beauty products. It is part of Grupo Sabina, which operates physical perfumery stores in Spain’s Canary Islands alongside its e-commerce business.

Email has always been an important channel for Sabina. It supported new launches, replenishment reminders, price drops, and brand-led communication. It worked – but at a significant cost. Most campaigns were manual broadcasts. Automation stopped at basics like cart abandonment and birthday emails. Segmentation depended on static lists built outside the platform. Using real purchase behaviour – brands bought, categories explored, frequency – required manual effort and constant coordination with CRM and tech teams.

This became an even bigger challenge, as the business scaled.

Manual Execution Became the Real Bottleneck

The team wasn’t short on ideas. They were short on time, flexibility, and control, the impact of which showed up gradually. Personalisation lagged behind customer intent. New lifecycle journeys were delayed or avoided. Simple changes required technical support. Engagement quality began to suffer. Email still went out but relevance weakened. And scaling growth through email became harder every month.

The strategy wasn’t the issue, neither was the intent. The issue was poor execution. Sabina needed email to grow with its business, and move at the same pace as its customers.

Sabina migrated from Mailchimp to Netcore to simplify execution and unlock real customer behaviour inside email. What changed wasn’t the messaging strategy. It was who had control.

With Netcore, marketers could:

• Build segments directly from live purchase and product behaviour
• Personalise communication based on brand affinity and category interest
• Launch journeys like product replenishment and category follow-ups
• Eliminate manual list uploads entirely
• Execute campaigns independently – without tech dependencies and bottlenecks

Email stopped being a workflow marketers had to manage and became a system that worked with them, for them.

As friction disappeared, performance improved – quickly and consistently.

Not because Sabina sent more emails – but because each email finally reflected real customer behaviour, in real time.

The Quiet Win

Today, Sabina has a dependable email programme.

• Campaigns go live faster
• Journeys run continuously
• Revenue impact is visible

Email stopped being something the team worked around – and started being something that worked.

With email now operating as a reliable growth engine, Sabina is focused on what comes next: Email has moved from a performance channel to a structural competitive advantage.

The ambition is to move beyond campaigns and journeys – toward a system that anticipates customer needs, not just reacts to them.

The objective is simple but ambitious: make every interaction feel timely, personal, and effortless – at scale.