Biologiko Chorio and Stefania Frangista built behavior-triggered flows that turned browsers into buyers. Here's what they automated, and why it works.
Most small business owners treat email like a weekly chore: write a newsletter, send it out, hope someone clicks. Two brands proved there's a better way.
Biologiko Chorio and Stefania Frangista, featured in Relevance Digital's case study, didn't rely on batch-and-blast newsletters. Instead, they built automated sequences triggered by real customer behavior, what people browse, what they abandon in the cart, when they buy, and those automations generated 40, 50% of their monthly email revenue.
The three sequences that moved the needle were welcome flows, browse-abandonment emails, and cart-abandonment flows. Each one responds to a specific customer action, joining the list, browsing without buying, leaving a cart full. Because the message lands when the customer's intent is highest, the results were measurable.
Stefania Frangista and Biologiko Chorio didn't grow revenue by sending more emails. They grew it by sending the right email to the right person at the right time. Targeted emails to past purchasers reached open rates up to 70% and click rates of 32.9%, because existing customers recognize value when they see it, and they're primed to buy again.
Compare that to a generic weekly newsletter, where open rates often drop below 25% and click rates below 5%. The difference isn't luck, it's segmentation. When you know who a customer is and what they've done, your message lands like it was written for them, because it was.
If you're still sending the same email to everyone on your list every Friday, you're leaving 40, 50% of potential email revenue on the table. The move is to build sequences that trigger automatically, segment by behavior, and let the system work while you focus on running the business.
How WebKing runs this
We design behavior-triggered email sequences that segment by action and purchase history, then automate the sends so revenue flows without daily manual work.
Cart-abandonment, browse-abandonment, and welcome flows that respond to specific customer actions. Biologiko Chorio and Stefania Frangista's automations generated 40, 50% of their monthly email revenue, proving that triggered messages outperform batch sends.
Yes, if you segment by behavior. Targeted emails to past purchasers hit open rates up to 70% and click rates of 32.9%, compared to generic newsletters that see much lower engagement.
A welcome sequence fires when someone first joins your list and introduces your brand; a cart-abandonment sequence fires when someone leaves without buying and reminds them what they left behind. Both are automated based on customer action.
No. Once the sequences are built and triggered by customer behavior, they run on their own. The hard part is designing which actions trigger which messages, that's where strategy matters most.
Sources
The Lab is original analysis by WebKing. We summarize and interpret developments from the sources above for industrial, commercial, and small business owners. Figures are reported as published by their sources.
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