Email marketing that pays for itself

Client: Tungsten & Tool, family-owned CNC cutting tool specialists, Whangārei, NZ

Segment: B2B trade supply and e-commerce

Work: email marketing, segmentation, platform migration, content strategy

Result: email marketing that pays for itself and online sales up 40%

Timeframe: 2021 - 2026

How Tungsten & Tool turned smart email segmentation into a six-figure sales channel

When we started working together in 2021, they had a mailing list, an online store, and no way of knowing whether one was helping the other. Five years later, email attributes six figures in revenue every year. Online sales have grown 40% since we began, through a stretch that has been anything but easy for New Zealand retail. Here is what changed.

The problem

Tungsten & Tool had been sending emails for years. Open rates looked fine. But nobody could say what the emails actually earned. Sales weren't connected to sends. And everyone on the list got the same message. Meaning every potential buyer got the exact same message, whether they owned the business, ordered the stock, or ran the machines.

What we did

• Connected email to sales: First job = link email to actual sales. If you cannot measure it, you cannot improve it.

• Replaced discounts with answers: Trade customers do not need another "25% off today" email. They need to know why their cutter keeps breaking and how to avoid that. We built monthly educational campaigns around real workshop/factory problems — maintenance, tool selection, materials.

• Split the audience by job: A purchasing officer and a factory manager or 2IC buy differently. We built segments around the person's role and each got content written for their world.

• Moved to a better engine: We migrated the whole programme to Klaviyo and optimised segments, templates and automated flows.

The results

• A six-figure in email-attributed revenue in 12 months

• Monthly email sales grew about 600% year-on-year after the migration

• One of the targeted segments generates NZ$80 of revenue per recipient, against NZ$7 for a general send. Right message, right person: 11x more effective

• One targeted campaign to just 140 people produced over NZ$21k in online orders

• A customer case study email (no discount at all) earned over NZ$31k

• Since our first year working together, online sales have grown 40%, through a challenging economic period for many businesses

• February 2026 was the best email month on record (and Q1 2026 delivered six figures on its own)

The lesson for your business

Your email list is probably worth more than you think. Not by sending more, but by sending smarter. Know who is on your list. Know what job they do, what they are interested in. Analyse their purchase and browsing history. Send them something useful and relevant. The sales follow.

Real business impact

“We have enjoyed working with Tereza for over 5 years. She is diligent, easy to work with & provided great results.” Glen shares.

Want to know what your email list is worth?

Email is one of the cheapest ways to stay in touch with the people who already buy from you. No ad spend. No algorithm deciding who gets to see you. Just your customers, your message, your timing.

Most businesses are sitting on a list that earns a fraction of what it could.

Allspoke can run your email marketing for you — strategy, content, segments, the whole lot. Or if you already have something running, our team can audit it and tell you what's working, what's wasting money, and what to fix first. No jargon, no overwhelm.

Either way, you'll know what your list is actually worth.

Get in touch at support@allspoke.com and take the first step towards email marketing that pays for itself.