How Epitex Home Achieved a 75% Surge in Organic Visibility and a 527% Boost in Email Revenue

Epitex Home, a leading name in premium bedding essentials, aimed to elevate its online presence and connect more effectively with customers across digital touchpoints. With increasing competition in the home and lifestyle sector, the brand recognised the need for a solid SEO foundation and a high-performing email marketing ecosystem to improve their acquisition and retention strategy

By partnering with Verz Design, Epitex Home rolled out a combined SEO and email marketing acquisition / retention strategy that strengthened search performance and significantly improved subscriber engagement and online GMV.

Following a comprehensive digital strategy, Epitex Home achieved:
  • 75% increase in keyword ranking coverage
  • 40% increase in organic conversions
  • 527% increase in email-attributed revenue
  • 60.7% increase in email open rates

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Challenges: The Need for Digital Transformation

Before partnering with Verz Design, Epitex Home was navigating a highly competitive online retail environment, where friction across its key digital channels was holding back sustainable growth and broader market reach.

  1. Limited Organic Search Visibility (SEO)
    Epitex Home also faced challenges in gaining organic traction, leaving it at a disadvantage against established competitors:

    • Weak Keyword Performance – The site struggled to rank for high-volume, priority keywords, limiting organic traffic and creating overreliance on paid channels.
    • Technical Shortcomings – A lack of technical SEO and an unstructured approach to site content hindered search engine crawling and indexing.
    • Low Domain Authority – With limited competitive authority, the brand found it difficult to stand out in a saturated market.

  2. Underperforming Email Marketing (CRM)
    The email channel was seriously underutilised, plagued by operational and strategic gaps that limited its potential as a high-return retention and conversion tool:

    • Poor Deliverability and Engagement – Low open and click-through rates reflected an unhealthy sending reputation and generic messaging, highlighting the urgent need to stabilise and clean up the customer database.
    • Lack of Automation and Personalisation – Without essential automated flows, such as welcome emails, post-purchase follow-ups, and cart abandonment messages, opportunities for revenue were being missed, and customers weren’t receiving timely, relevant communications.
    • Unstructured Segmentation – Broad, non-targeted email sends prevented tailored content from reaching the right audience, reducing relevance and conversion efficiency.

Strategic Imperative

Epitex Home needed a cohesive, long-term digital strategy, one that established strong foundations in both technical SEO and automated customer relationship management, to enable scalable, compounding growth across its digital channels.

Solutions: A Dual-Axis Strategy for Excellence

The solution involved a simultaneous, comprehensive overhaul of Epitex Home’s SEO and Email Marketing channels, with a focus on building scalable infrastructure and maximising conversion efficiency through data-driven execution.

1. Strategic SEO Roadmap for Organic Equity

A multi-pillar SEO strategy was implemented to build long-term search equity, capture high-intent traffic, and reduce reliance on paid channels.

Strategic Execution Phases:

  • Topic & Keyword Mapping – In-depth analysis identified high-intent, long-tail commercial keywords, which were organised into authoritative topic clusters to guide content development and improve visibility.
  • Technical & On-Page Optimisation – Repeated audits addressed structural and technical issues, while meta tags, header hierarchy, content alignment, and internal linking were optimised to maximise crawlability and indexation.
  • Authority Generation & Outreach – Targeted backlink campaigns secured high-quality links from relevant domains, systematically improving the brand’s domain trust and competitive ranking.

2. Data-Driven Email Marketing Re-platforming (Klaviyo)

The email engagement strategy was migrated to Klaviyo, modernising the Customer Relationship Management (CRM) stack to unlock customer lifetime value (CLV) and improve retention.

Key Implementation Pillars:

  • Lifecycle Automation – Critical automated flows were introduced, including Welcome Series, Browse Abandonment, Dynamic Cart Recovery, Post-Purchase Nurturing, and Win-Back sequences, ensuring timely and revenue-generating communications.
  • Behavioural Segmentation – Audiences were segmented based on psychographics, purchase frequency, average order value (AOV), and real-time site behaviour, enabling hyper-personalised messaging.
  • Performance Optimisation – A rigorous A/B testing framework was put in place to refine subject lines, creative elements, and promotional offers, driving measurable improvements in campaign effectiveness.
  • Deliverability & Strategy – Enhanced email warming and hygiene protocols stabilised sender reputation, while a structured campaign calendar balanced promotional and educational content to maintain consistent audience engagement.

Results: What Epitex Home Achieved

SEO Performance (Within 6 Months)

  • 75% increase in keyword ranking coverage
  • 14% increase in organic impressions
  • 164% increase in organic clicks
  • 40% increase in organic conversions

Email Marketing (Klaviyo)

  • 527% increase in email-attributed revenue
  • 21% of overall business revenue growth came from emails
  • 60.7% increase in email open rates

Conclusion

With Verz Design’s support, Epitex Home successfully strengthened its digital foundation through robust SEO enhancements and a modernised email marketing approach. The brand now benefits from:

  • Stronger visibility across high-intent keywords
  • Increased organic traffic and engagement
  • Higher conversion performance from search
  • A fully automated, high-performing email ecosystem
  • Greater confidence to scale online beyond retail stores

Epitex Home’s transformation showcases how a combined SEO and email strategy can drive measurable, meaningful growth in a competitive retail landscape.

Ready to elevate your brand’s digital performance? Contact Verz Design today to explore how tailored SEO and email strategies can drive growth for your business.

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