Case Study: SM Global Shop drives 48% of email marketing revenue from just 5% of sends with Omnisend

How SM Global Shop Meets Success with Testing and Tending to the Customer Journey

SM Global Shop, the official merchandise store of SM Entertainment, needed a more powerful, cost-effective email and SMS platform after limitations with Mailchimp and Klaviyo. They chose Omnisend, using its forms, automation workflows, segmentation and built‑in SMS to scale subscriber growth, improve customer journeys, and lower platform costs.

With Omnisend, SM Global Shop doubled its list to 400,000 subscribers and cut platform spend by 50–60%. Omnisend automations now generate 48% of email marketing revenue while accounting for just 5% of sends; a top automated message averages $5.84 revenue per email, abandoned-cart flows deliver 21.88% of Omnisend-driven revenue (with a 5% open-rate lift and about $5,000 extra monthly sales), review-request emails yield 300–400 reviews per month, and overall retention gains have more than covered the cost of Omnisend.

SM Global Shop

David Sung

Digital Marketing Director