Destin Jewelry · the 12 months to July 2026, compared with the 12 months before
Sales tripled. But the part of those sales that came from email grew six times over — so email is now doing a much bigger share of the work than it was a year ago.
Total sales
$149,681
was $44,504 last year
Sales that came from email
$26,187
was $4,308 last year
Share of sales from email
17.5%
was 9.7% last year
Put another way: for every $100 of sales, about $17.50 now comes from email — up from about $9.68 last year. (Both rounded, same figures as the cards above.)
The two years, month by month
Both years run August to July so they line up. Click any label to hide that line, and hover a month for the exact figures. The two years track each other until around December, then this year pulls away and stays ahead.
What changed
5 → 37
We sent far more campaigns. Last year only 5 one-off campaigns went out all year. This year, 37. That is the single biggest change behind the numbers above.
35,234 → 187,690
Email volume went up 5 times. More emails, more often, to a bigger list.
$0.12 → $0.14
And each email was worth slightly more, not less. Sending a lot more usually makes each individual email less effective. That did not happen here.
3,234 → 7,303
The list grew 2.3 times faster. 7,303 people signed up this year, most of them through the website popup.
73%
Most email sales still come from automated emails — welcome messages, abandoned checkout reminders and the like — rather than from one-off campaigns. That is normal and healthy.
What to keep an eye on
Aug 2025
Last August, nothing was sent at all — and it was one of the weakest months on record. The gap ran 84 days. Consistency matters more here than any single clever campaign.
0.55%
Slightly more people are unsubscribing — 0.42% of emails last year, 0.55% this year. Still a small number, and expected when volume rises, but worth watching rather than pushing further.
Flat
People are buying more often, not spending more per order. Comparing like-for-like periods, order numbers roughly doubled while the average order stayed about the same ($44.38 to $42.59).
Reading these numbers
Last year's order count is not comparable. 1,560 of last year's 2,911 orders were $0 free samples sent through TikTok Shop between November 2024 and March 2025. Sales figures are unaffected, since those orders brought in nothing, but any comparison of order numbers or average order value across the two years is meaningless.
"Sales from email" is email's own count. It credits email when someone opens or clicks and then buys within a set window. It will never match Shopify or Google Analytics exactly, and it is not all of the store's sales. In-store sales through Square, a further $35,312 this year, are not included anywhere here.
Individual campaigns are too small to rank. Across the whole year, campaigns produced 162 orders between them. A single send might get 5 orders, or 1, or 10, mostly by chance — so it is safe to judge the programme as a whole, but not to call one email a winner and another a failure.