CASE FILE 002 · COACHING / COMMUNITY · APR 2023 → JUN 2024 · STATUS: COMPLETE
$1.81M From the Inbox
in 9 Months
Clients & Community handed us their email engine. We rebuilt it with the Email IV Framework — and the numbers were strong enough to be published as a case study to the client’s own community.
$1.81M
HYROS-TRACKED EMAIL REVENUE · APR–DEC 2023 [1]
10–70x
ROI RANGE, WORST → BEST ATTRIBUTION [2]
THE SITUATION
Clients & Community runs high-ticket coaching programs with a serious sales team. The business was healthy. The inbox wasn’t. Six unfocused emails a week on Aweber, list and automation hygiene problems, low opens, low clicks, and no daily-weekly-monthly email strategy — email was the untapped lever, and everyone knew it.
We joined officially on April 1, 2023 with one mandate: turn email from a chore into an engine.
THE INTERVENTION
The Email IV Framework: Impact × Volume.
Two multipliers govern email revenue. Impact — the quality of each send: voice, copy, strategy, timing. Volume — deliverability, open rates, click rates, sending frequency. Multiply them and you get the revenue equation:
Customer journey mapping
Mapped 3 full journeys end-to-end, then built 21 automations across welcome, indoctrination, purchase, post-purchase — plus nudges that moved buyers toward booking a call.
Constant iteration
Around 130 A/B tests over 9 months — subject lines, angles, send patterns — with deliverability monitored continuously and learnings fed straight back into the next send.
Sales team alignment
We sat in on sales calls, interviewed the team, and matched email messaging to what prospects actually said on the phone. Email integrated with the sales motion, not running beside it.
Founder cadence
Weekly working sessions with Chris Stapleton, monthly team meetings with the founders — priorities, execution, results, repeat.
THE NUMBERS — APR 1 TO DEC 31, 2023
$1.81M
EMAIL REVENUE, HYROS [1]
846
TRIAGE CALLS BOOKED
179
STRATEGY SESSIONS BOOKED
295
EMAILS SENT (~8/WEEK)
21
AUTOMATIONS BUILT & IMPROVED
~130
A/B TESTS RUN
700+
BOOKINGS FROM TWO EVERGREEN PROMOS
$45,609
BLACK FRIDAY PROMO — 603 BUYERS
WORST CASE — CALENDLY UTM ONLY
10x
Direct click-through attribution only. Ignores every indirect sale. Even counted this way: $498,409 revenue, $1.75M qualified pipeline, $8.4M pipeline generated — a minimum 10x monthly ROI on the retainer.
BEST CASE — FULL HYROS ATTRIBUTION
70x
Full-journey attribution including book sales, bookings from book buyers, and final pre-purchase interactions: $1,812,604 — roughly 70x the retainer.
The truth lives between the two. We show both on purpose — attribution models estimate association, not causation, and a page that only shows the 70x isn’t a record, it’s an ad.
“It's almost like he's a partner inside of our company, as if he owns equity.”
WHAT CHANGED
| METRIC | BEFORE (2022) | WITH THE ENGINE (2023) |
|---|---|---|
| Emails per week | 6, unfocused | ~8, strategic rotation |
| Automations | hygiene issues on Aweber | 21 built & improved |
| Email-attributed revenue | untracked lever | $1.81M (Hyros) |
| Sales alignment | email ran separately | integrated with call team |
| Testing | gut-feel | ~130 structured A/B tests |
The engagement ran through mid-2024 — by the time Hyros tracking stopped in June 2024, it had recorded roughly $2.4M in email-attributed revenue. The methodology was presented on stage at Clients & Community Live events — five talks in front of the exact audience the system was built for. And the frameworks battle-tested here (awareness-level sequencing, belief-ladder emails, deliverability ops) became part of every Full-Stack GTM Install we’ve run since — including Case File 001.
The inbox is the most honest feedback loop in marketing. This is where our conversion physics got proven.
IN THE CLIENT’S WORDS
Chris Stapleton — Clients & Community
A partner, not just an employee
Chris Stapleton — Clients & Community
35 bookings from a single email (vs 4–5 average)
PRESENTED AT C&C LIVE — 5 STAGE TALKS
These numbers were presented on stage, to the client’s own community, with the client in the room. That’s the bar a case study should clear.
VERIFICATION
- [1] Revenue tracked via Hyros full-journey attribution, April 1 – December 31, 2023: $1,812,604. C&C's own published note: tracking stopped June 2024 with ~$2.4M recorded by then. Attribution tools estimate association between touchpoints and conversions — not direct causation.
- [2] ROI range: worst case = Calendly UTM click-through attribution only (10x monthly, on retainer); best case = full Hyros attribution (~70x, on retainer). Booking counts (846 triage, 179 strategy sessions) from the client's scheduling stack.
- [3] Engagement stats (295 emails, 21 automations, ~130 A/B tests, 3 journey maps) from internal production records for the same window.
- [4] Results reflect this client's offer, list, sales team and market. They are a record, not a promise — no representation is made that other businesses will achieve similar outcomes.
Your inbox is probably an untapped lever too.
The Email IV Framework is now one subsystem of the Full-Stack GTM Install. Diagnostic first — then we build.