E-commerce

Half the sends. Double the click rate. +24% in revenue.

Laçador de Ofertas cut 50% of email volume, doubled click rate, grew absolute clicks and lifted channel revenue by 24%.

+24%

in channel revenue

2x

in click rate

-50%

in send volume

Laçador de Ofertas is a deals marketplace gathering discounts on restaurants, lodging and entertainment. The operation runs a base of approximately 1 million contacts and was sending around 1 million emails per day to that base, totaling 28.2 million sends per month. The migration to the updated version of Email Intelligence happened in February 2026.

Goals

  • Raise the overall open rate
  • Cut sends to contacts with no real engagement
  • Reduce send cost without losing absolute opens and clicks
  • Protect domain reputation on a massive base

Solutions

  • Engagement analysis of the current base
  • Successive segmentations to identify who interacts and who doesn't
  • Reactivation of engaged contacts who were outside the send flow
  • Frequency increase only for the extremely engaged segments

The problem

In January 2026, Laçador de Ofertas was sending an average of 1 million emails per day to a base of approximately 1 million contacts. Sends went out to everyone, with no distinction between contacts who actually engaged and those who hadn't engaged in months. Monthly total: 28.2 million emails, with 3.86% open rate and 0.21% click rate.

It read as a base on autopilot. High volume, low metrics, and domain reputation under constant pressure from sending to people who don't respond. The cost piled up on two sides. Money going out on sends and sales opportunity slipping away, because the right message wasn't reaching the right person.

The optimization strategy

The strategy was built as a discovery process. The initial question was simple: who actually interacts with the email and who doesn't? Everything reorganizes from that answer.

Phase 1: discovery of segments

We first tested different ways of cutting the base. Some bands of contacts opened between 0.2% and 1% of messages. Others, within the same base, were above 30% on the same content. The gap was wide enough to show that treating the base as a single block was the bottleneck. We kept slicing into more granular levels until we had a clear map of who interacts and who doesn't.

Phase 2: reactivating engaged contacts outside the flow

Looking at the engaged segments, we realized there was a large base of contacts with the same behavior profile, but outside the active send flow. We started sending to those people again and they kept engaging well. Idle value, with no acquisition cost, waiting to be reactivated.

Phase 3: more frequency for those who respond

With the base mapped, we ran the most counter-intuitive test. We raised send frequency for the highly engaged segments from once per day to three times per day. The result: stable unsubscribes, stable spam complaints, and open and click performance held steady. The rule that says 'more email, more annoying' doesn't apply to people who actually want to hear from you. For those who engage, more frequency means more result.

Phase 4: the definitive format

The operation now runs three sends per day. At 8am, a single send reaches all minimally engaged contacts. At 1pm and 5pm, two follow-ups targeted exclusively at the extremely engaged contacts. The no-engagement segment was permanently removed from the routine. Net result: monthly volume cut in half, frequency tripled for those who respond.

The results

The reading that matters first is the one on the cash line. With half the send volume, revenue generated by the email channel grew 24%. Not opens. Not click rate. Revenue.

The metrics summary explains how the cash line moved. Monthly volume from 28.2 million to 14.1 million emails (-50%). Overall open rate from 3.86% to 9.27% (+140%). Click rate from 0.21% to 0.46% (+119%). Absolute opens from 1.09 million to 1.30 million per month (+20%). Absolute clicks from 58,000 to 64,000 (+10%).

The bigger insight came from what the frequency test proved. For the extremely engaged segments, the operation tripled send frequency, from once to three times per day. Unsubscribes held. Spam complaints held. Open and click performance did not drop. Common intuition says more email wears the base down. The data showed the opposite. For those willing to receive, more frequency means more value captured.

The net move was to stop spending volume on those who don't engage and double down on those who do. Less total send. More response. More sale.

Want to see these results in your account?

Laçador cut half the volume and grew channel revenue by 24%. Email Intelligence is in free beta now. Same install. Same process.

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