Furniture Fair Boosts Campaign-Driven Revenue to 11% of Total Sales

Furniture Fair offers diverse furniture with expert design consultations and select next-day deliveryCompany size.

Company size. 

250,000 subscribers

Kyle Cannon

Digital Marketing Manager at Furniture Fair

Challenges

The email channel was underperforming due to poor deliverability and low open and click rates

Solutions

Implemented Maestra supported by a dedicated Customer Success Managers team that:• Fixed deliverability issues to ensure emails landed in inboxes, not spam• Revamped email templates with brand-specific designs for a more engaging experience• Launched new flows including Price Drop and Abandoned Checkout to drive conversions

Integrated with: 

Shopify, Homegrown backend

Results

7,543% ROI from Maestra11% of total revenue (both online and offline) attributed to email and SMS channels+95% growth in email sessions YoYAchieved in just 4 months

Switched to Maestra from: 

Optimizely

April 1, 2025

Testimonial

Kyle Cannon

Digital Marketing Manager at Furniture Fair

Maestra rescued our email channel when we needed it most. Our open rates had dropped to 17%, and we struggled with deliverability issues.

Now, our emails consistently land in the primary inbox, we have beautiful branded templates for each department, and we’re regularly launching new flows with guidance from our Customer Success Manager.

Doubling our open rates has significantly changed our email performance. We’re driving more traffic both on-site and in-store, and we’re seeing email directly influence purchases across our digital and physical locations.

Results

7,543% ROI from Maestra

The ROI from implementing Maestra is 7,543%. For every dollar invested in automation, Furniture Fair has earned $75.43. Revenue was calculated using Maestra’s Revenue report from completed orders tracked through the last click attribution model.

Email Performance Improvements

Maestra’s Email Health report, March 2025

Email Design Revamp

Furniture Fair had long wanted to update its email designs but lacked the time and internal resources to execute it. Maestra’s team stepped, completely revamping their email templates to create a fresh and consistent look across all customer communications.

Outdated template for Furniture Fair’s emails

New template for Furniture Fair’s emails

Maestra’s team designed five new branded email templates for different message types, e. g. the Outlet and the Sleep Center.

Special template for Furniture Fair’s Outlet emails

Special template for Furniture Fair’s Sleep Center emails

Kyle Cannon

Digital Marketing Manager at Furniture Fair

The most exciting innovation was being able to show real-time pricing in emails. Now, when customers open an email they received two weeks ago, the product images display current prices—solving a major pain point for our store managers.

Marketing Automation Expansion

Price Drop Alerts

When prices drop on items left in a customer’s cart, notifications are automatically sent via email and SMS, ensuring customers receive updates through their preferred channel.

Step 1. Email

Step 2. SMS

Monthly Hot Buys Digest

A monthly email digest featuring Furniture Fair’s most popular items—and consistently achieving a 61.7% open rate.

More Wins From Furniture Fair

1. Marketing Stack Consolidation: Achieved 7,543% ROI from Maestra and enabled seamless customer experiences across all channels

2. Enhanced Product Visualization: Created custom product feed solution for Meta ads and email campaigns, resolving Shopify’s cache issues with real-time pricing and promotional badge display