Case Study: Baked by Melissa boosts post-purchase revenue with AfterShip

Optimizing the post-purchase experience was the icing on the cake

Baked by Melissa, the New York-based baking brand, had a strong online business but lacked control over the customer experience after purchase. Once orders shipped, customers had to track them on their own, creating a gap in the post-purchase journey. The company turned to AfterShip and its tracking platform to improve this experience and support its email marketing efforts.

AfterShip helped Baked by Melissa combine shipment tracking with custom-triggered email updates for each stage of delivery, including when orders left the bakery, entered the customer’s region, went out for delivery, or faced delays. With AfterShip, the company saw a 70% increase in triggered email revenue year over year, a 56–60% open rate, and a 30–35% click-through rate, while sending more than 700K triggered emails in under a year.

Baked by Melissa

Rafael De La Rosa

Senior E-Commerce Product Manager