Case Study: Stio achieves 28x revenue per email and 118x ROI with Optimizely Data Platform

Stio grows revenue 28x with emails powered by data

Stio, an outdoor apparel brand based in Jackson Hole, Wyoming, struggled with fragmented customer data and one-size-fits-all email marketing. Relying on monthly Excel reports and disconnected channel signals, the team couldn’t personalize campaigns or act in real time to influence customer lifecycle and product performance.

By adopting Optimizely Data Platform, Stio unified customer data into a real-time view and implemented dynamic behavioral segmentation to power targeted lifecycle campaigns (welcome, cart/browse abandon, post-purchase, re‑engagement, win‑back). The shift drove huge gains: behavioral emails generate 28x the revenue per send of promotional messages, make up 2% of email volume but 42% of email revenue, and delivered a 118x ROI — with plans to expand the approach across web, social, and search.

Stio

Mike Swanson

Lifecycle Marketing Manager