Goals	Create a branded email design Update the welcome series Automate contact collection
Solution	Develop a responsive email template Redesign the structure and content of the welcome series Set up subscription forms Launch DOI and welcome workflows
Result	Full implementation completed in 40 hours CDP implementation paid off within 3 months Contact base increased by 16%
Resources	Yespo agency and integration team BuJoBox marketer and CEO

Imagine this: you have a contact base, you're sending letters, but instead of sales, you're seeing underwhelming results. Frustrating? Absolutely.

That's exactly what BuJoBox experienced. Their emails were going out, but the impact was minimal. They wanted more—more subscribers, more engagement, more sales. The first major step was switching platforms: the company migrated from the ESP (Email Service Provider) SendPulse to the CDP (Customer Data Platform) Yespo to gain access to advanced automation, segmentation, and contact collection capabilities.

Then came a reboot of direct marketing: updated visuals, trigger chains, widgets, and personalization.

And the results followed quickly: the contact base grew by 16%, welcome emails started generating sales within the first month, and after three months, the integration with the Yespo CDP had fully paid off.

How did we manage to re-engage subscribers and turn direct marketing into a revenue channel? Let’s break it down.

About the project

BuJoBox is the first and largest online store in Ukraine specializing in niche stationery for fans of scrapbooking, creative journaling, and the Bullet Journal method.

The brand is actively growing its online sales and aims to automate its marketing processes to attract and retain customers.

The company’s website runs on the Horoshop platform, and for a long time, BuJoBox used its built-in tools to send transactional emails. The welcome series and promo campaigns were launched via SendPulse.

Task

The previous email service had limited functionality—according to the client, it wasn’t sufficient to effectively grow their direct marketing.

For BuJoBox, switching to Yespo was more than just changing platforms—it was an opportunity to optimize marketing communications.

The main goal was to set up automated customer interactions, improve email performance, and simplify direct marketing operations. The company partnered with the Yespo agency to help with the basic stages in order to continue working without involving additional specialists.

The BuJoBox team, together with the Yespo agency, set the following key tasks:

1. Develop a single master email template that would be easy to edit and reuse for future campaigns.
2. Update the welcome series to make it more engaging, structured, and valuable for new subscribers.
3. Set up automatic contact collection through subscription forms on the website to grow the database and attract new customers.
4. Launch trigger workflows for Double Opt-In (DOI) and welcome emails to collect quality contacts and introduce new subscribers to the brand right away.
5. Reactivate the existing contact base with a promo code campaign.

Solution

Preparation phase

Before launching the updated direct marketing strategy, it was essential to set up the technical foundation: ensure proper data collection, integrate the necessary tools, and create the right conditions for automation. Without this groundwork, even the most beautifully designed emails would remain just attractive visuals—not a fully functioning marketing engine.

First of all, the client independently verified the domain and configured email senders to ensure a high email deliverability rate, minimize the risk of being marked as spam, and maintain brand recognition in the inbox.

Database import

The next step was migrating all contacts from SendPulse to Yespo. BuJoBox started by exporting their database in a standard CSV format. This allowed them to quickly upload the contacts into Yespo without losing any important information.

The CDP automatically validates the data and detects duplicates based on a predefined identifier, uploading only unique contacts. After optimization, BuJoBox ended up with a clean, well-structured contact base ready for further use.

Setting up behavior tracking

Web tracking became the foundation for personalization: BuJoBox implemented it with the support of the Yespo integration team to collect user behavior data and use it in communications.

The next step was uploading the product feed to the Yespo CDP. This allowed product data to be automatically pulled up into emails—a key requirement for personalized recommendations and triggered campaigns (for example, abandoned carts and views).

User behavior events were also configured to capture key interactions on the website, including:

• product view;
• add-to-cart actions;
• purchase, etc.

Integration with the Horoshop platform

Automatic transfer of contacts and orders from the website to the CDP is a convenient way to collect data in one place and quickly launch personalized communication. For BuJoBox, which operates on the Horoshop platform, this was implemented easily and quickly—all thanks to the ready-made plugin from Yespo.

Thanks to the integration, new subscribers are instantly added to the database, and purchase data enables customer segmentation and the delivery of personalized offers based on user behavior.

At this stage, BuJoBox set up everything independently, using step-by-step instructions from the website and recommendations from tech support.

Competitor and campaign performance analysis

Before making any changes, it’s crucial to understand what’s working and what’s holding your marketing back. That’s why BuJoBox, together with the Yespo team, started with a deep analysis: they reviewed previous campaigns, evaluated open and click rates, and explored what their competitors were doing.

The analysis of past campaigns revealed that BuJoBox’s direct marketing wasn’t performing to its full potential. Emails were being opened, but the metrics were inconsistent, click-through rates were lower than expected, and a portion of subscribers never made a purchase.

Moreover, the lack of segmentation was limiting overall performance. It resulted in missed opportunities for personalized communication and improving conversions.

In addition, the lack of segmentation limited the potential for more flexible and relevant communication with different audiences. This reduced the effectiveness of mailings and made further conversion growth more difficult.

At the same time, we analyzed competitors: what tactics they used, how they designed their emails, and which triggers they employed.

Master template creation

In order not to waste time preparing a new design for each campaign, the Yespo agency developed a master template that could be easily adapted for different types of communications.

Its main task is to simplify the life of a marketer, preserving the style of mailings and the time of a specialist. To help the agency build a flexible and user-friendly template, the client filled out a brief outlining their preferences for layout, design, and key elements.

While creating the master template, the team aligned it with the website’s visual style and BuJoBox’s tone of voice, built flexible blocks and modules that could be easily combined for different types of campaigns. This makes it easy to adapt the template to specific tasks, easily change the number of products, add or remove categories, and also include a block with a promotional code if you need to stimulate a purchase.

The layout was adapted to correctly display letters in the web version and on mobile devices, ensuring comfortable perception of content regardless of screen size.

Audience reactivation

After switching to the new platform, it was necessary to warm up the domain to ensure a high deliverability rate for future mailings. For this, the first email campaigns with Yespo were sent gradually—to small groups of recipients.

Based on data from the previous mailing platform, the client divided contacts into segments depending on their activity and validated the addresses using a specialized service. Additionally, contacts from the CRM without any communication history were added to the reactivation process.

The content of the first message was intended to attract as much reader attention as possible, since opens and clicks positively impact the sender’s reputation in the eyes of spam filters.

For active subscribers who had made purchases in recent months, an email featuring the most interesting new arrivals was prepared. For passive and “unknown” contacts, a promo code was added to a similar email to encourage purchases and increase click-through rates.

The reactivation campaign showed the following results:

1. Active contacts:

• OR (open rate)—31%;
• CTOR (click-to-open rate)—11.35%;
• Ordered from opens—1%;
• Ordered from clicks—8.6%.

2. Passive contacts:

• OR—24%;
• CTOR—4.77%;
• Ordered from opens—0.6%;
• Ordered from clicks—12.5%.

This helped assess the actual state of the database and plan further communication accordingly.

The client independently set up bulk promotional campaigns to engage new subscribers and stay connected with their existing audience. This allowed BuJoBox to establish consistent communication with their contact base and gradually improve engagement levels.

Meanwhile, the Yespo agency focused on increasing the number of new subscribers.

Collecting contact data automation

To ensure steady growth of the subscriber base, it was necessary to implement an effective and automated contact collection mechanism. The goal for the Yespo agency wasn’t just to create a subscription form, but to integrate it in a way that would generate high-quality leads and immediately include new subscribers in the marketing funnel.

Creating and configuring the main subscription form

The Yespo agency’s marketer created two widget versions—mobile and desktop—to adapt them to different screens and ensure comfortable interaction, which has a positive impact on conversion.

In the widget, BuJoBox offers a 5% discount on the first order in exchange for the visitor’s name and email address.

It was important that the widget not annoy visitors, but appear at the right moment without distracting from key actions on the site. To achieve this, the following display conditions were set:

• the widget was shown only to new users, so it wouldn’t interfere with regular customers;
• it was disabled on checkout pages to avoid disrupting the purchase process;
• the widget was triggered after the user had spent 35 seconds on the site or attempted to close the page.

Creating a themed widget

In addition to the main subscription form, the Yespo agency designed a Halloween-themed widget. This helped attract more subscribers by using timely triggers and relevant offers.

The widget used a proven mechanic—a discount for subscribing. Users were offered -13% off their next order. The first results came quickly: the Halloween widget showed a 4.2% conversion rate.

For comparison, the main subscription form with a 5% discount had a conversion rate of 2.9% (mobile) and 2.6% (desktop) during the first month. This means the seasonal widget performed 1.5 times better. Using themed subscription forms tied to events or seasonal promotions helps capture more attention and boost conversions.

DOI setup

Double Opt-In (DOI) is the process of confirming an email address after subscription. It’s more than just a formality—it’s a powerful tool for building a high-quality contact list. Users who confirm their email are more likely to be genuinely interested in your content and stay engaged.

Additionally, DOI helps reduce the number of invalid or mistyped emails, improving overall communication performance and increasing conversion rates.

The DOI workflow follows this logic:

• after submitting the subscription form on the website, the user instantly received an email asking to confirm their email address;
• once the user clicked the confirmation button in the email, the event SysContactConfirmed was triggered—this confirmed the customer’s consent to receive emails and added them to the contact list;
• if the subscriber didn’t confirm their email within a certain timeframe, they received a follow-up reminder.

To avoid making the DOI email look like a generic system message, the Yespo agency styled it in a friendly and approachable tone. We also added personalization by name to create a pleasant experience during the first interaction with the brand.

Updating and Launching the Welcome Series

A person left their email address—what next? If the first message is boring, you risk losing their interest within seconds. That’s why a welcome series is one of the most important tools in email marketing. It’s your first impression, your introduction—and your chance to engage subscribers from the very beginning.

BuJoBox have previously used welcome letters, but they needed to be updated to improve communication efficiency and provide a more modern look.

It was decided not to build the series from scratch, but to adapt the best parts of the previous content and improve them for better performance.

Here’s what we did:

• added blocks that introduce new subscribers to the brand’s value: what BuJoBox is, what makes it special, and what types of products it offers;
• updated the design to make it lighter, more visually appealing, and aligned with the company’s style;
• optimized the email structure for easy reading on any device.

The welcome series included five emails that gradually introduced the subscriber to the brand and encouraged them to make their first purchase.

The first three emails were created by the Yespo agency, while the remaining two were prepared by the BuJoBox marketer. Thanks to the convenient drag-and-drop email and workflow editors, the brand’s team could easily add new emails when needed, expanding the communication series.

How the Welcome Series Works:

1. After confirming their subscription, the person receives an email with a brief introduction to the brand and a promo code for the first purchase. The brand also reminded about the discount on orders at the end of each subsequent letter.
2. The second email highlights three main reasons why customers choose BuJoBox.
3. The third email introduces the product range.
4. The fourth email asks for the subscriber's birthday to send a pleasant surprise on that day.
5. The fifth and final email includes a reminder about the promo code and a call to place an order within seven days—the duration of the discount. Important: only subscribers who haven’t made a purchase yet receive this message—the scenario automatically checks this before sending.

Results

Fast implementation and ROI

All the steps described in this case were completed by the Yespo agency in just 40 hours. This allowed BuJoBox to quickly launch an automated contact collection system and email marketing strategy.

Within just three months, the investment in CDP paid off completely, and the communication workflows started delivering results from the very first weeks.

Subscriber base growth

In just three months, the email contact list grew by 16%.

Main widget performance:

1. First month after launch:

• 301 subscriptions from mobile version and 77 from desktop version;
• conversion rate: 2.9% (mobile), 2.6% (desktop).

2. After six months:

• 1,470 subscriptions from mobile version and 292 from desktop version;
• conversion rate: 2.1% (mobile), 2.5% (desktop).

The Halloween-themed subscription form showed a conversion rate of 4.2%.

Consistent use of widgets enabled BuJoBox to steadily grow their contact list with new subscribers.

Contact base optimization

The active contact base grew significantly, while inactive subscribers were filtered out.

The successful relaunch of BuJoBox’s email marketing was the result of coordinated work between three teams: the client independently prepared the contact base, the Yespo agency set up the core infrastructure—master templates, mailings, and widgets—while technical specialists simultaneously implemented Professional trigger scenarios for deeper automation.

This approach made it possible to launch quickly, save resources, and start generating profit from the new platform within the first months.

Plans

BuJoBox plans to increase the volume of bulk promotional mailings—this will help reach a wider audience and potentially impact sales dynamics.

Want to set up automation and take your direct marketing to the next level? Learn how the Yespo CDP can help grow your business—fill out the form below to schedule an online meeting with our team.

Get professional expertise