How a single targeted email campaign generated over £500,000 in transactional value for a global leader in cremation and incineration equipment — by re-engaging a customer everyone had written off.
Todaysure Matthews is a UK subdivision of Matthews Environmental Solutions, part of Matthews International — a multi-billion dollar global group. As a world leader in cremation systems and waste incineration equipment, they operate across five continents, serving clients in the European Union, United States, Middle East, and Australia. Despite their scale and technical authority, their digital marketing activity was limited — leaving significant commercial opportunities untapped. A dormant customer database represented unrealised revenue that the right message, at the right time, could activate.
Todaysure Matthews had the product range, the global reputation, and an established customer base — but no structured process for keeping those customers engaged. Without regular, targeted outreach, high-value contacts were going cold and potential orders were being lost to inactivity.
The business had no consistent email marketing programme in place. Contacts who had purchased before — or expressed prior interest — were receiving no communication, meaning Todaysure Matthews had no way to re-engage dormant accounts or stay front-of-mind with prospects in a long buying-cycle industry.
High-value customers who had previously engaged with the business were receiving no regular communication, creating a gap that competitors could easily fill.
Without a structured outreach strategy, there was no mechanism to nurture leads or maintain relationships between purchase cycles in a specialist B2B market.
In capital equipment markets like cremation and incineration, buying decisions are infrequent — making consistent, relevant touchpoints essential to staying in contention.
Sending generic email blasts to an undifferentiated list risked low engagement, poor deliverability, and brand damage in a niche professional sector.
Without data or tracking in place, the true value locked inside the existing contact database remained completely invisible to the business.
We analysed the existing contact database to identify the most commercially relevant recipients — separating active accounts, dormant customers, and warm prospects to ensure messages reached only the right people.
Each month, we worked closely with Todaysure Matthews to develop a relevant topic and angle — aligning content with their product range, seasonal demand patterns, and key geographic markets.
Every email was written to speak directly to a specialist B2B audience — balancing technical credibility with clear, compelling calls to action designed to generate enquiries and reactivate dormant relationships.
Rather than sending bulk email blasts, we built a disciplined monthly campaign strategy — analysing the database, crafting tailored messages by audience segment, and ensuring every send had a clear commercial objective and call to action.
The campaign was delivered as a fully managed monthly service — covering strategy, segmentation, copywriting, and send management. Each email was crafted to balance technical authority with direct commercial intent, ensuring relevance to a high-value specialist audience.
Audience segmentation
Contact lists were analysed and segmented prior to each send — ensuring messages were delivered only to the most relevant recipients and maximising engagement rates.
Monthly email campaigns
Each message was written by copywriters with an understanding of the cremation and incineration sector — striking the right tone for a technically informed professional audience.
Specialist B2B copywriting
Contact lists were analysed and segmented prior to each send — ensuring messages were delivered only to the most relevant recipients and maximising engagement rates.
Strong calls to action
Every email included a clear, specific call to action — making it simple for recipients to respond, enquire, or click through to relevant product or service information.
Performance tracking
Open rates, click-through rates, and downstream enquiries were monitored across each campaign — providing the data needed to refine future sends and demonstrate ROI.
A customer the client had considered lost opened the campaign email 28 times — a clear signal of renewed commercial intent that translated directly into a placed order.
The recipient clicked 28 links within the email — demonstrating strong interest in the product content and offers presented, far exceeding typical B2B email benchmarks.
The reactivated customer placed a direct order worth over £500,000 — delivering a measurable, transformational return on investment from a single campaign send.
The campaign demonstrated that a well-crafted, targeted email to the right contact at the right time can generate enterprise-level revenue — not just awareness.
The campaign didn't just generate awareness — it directly unlocked a six-figure transaction from a customer who had been inactive and effectively written off. It proved the commercial potential sitting untapped inside Todaysure Matthews' existing contact base.
A dormant customer, re-engaged through a single targeted eShot, placed an order exceeding £500,000 — demonstrating the direct revenue potential of structured email marketing in B2B sectors.
Exceptional engagement metrics from a previously inactive contact — confirming that relevant, timely messaging can break through even in long-cycle industrial markets.
By targeting only the most relevant recipients with tailored content, the campaign avoided the noise of generic broadcast marketing and delivered measurable commercial outcomes.
The project revealed the significant revenue potential within an existing but previously unmined contact base — creating a scalable, repeatable model for ongoing email-driven growth.
By applying rigorous segmentation, specialist copywriting, and a disciplined monthly cadence, AsOne transformed Todaysure Matthews' email list from a passive asset into a direct revenue channel. The result — a single £500,000+ order from a customer everyone had written off — makes the case for B2B email marketing more powerfully than any benchmark statistic. In high-value, long-cycle industries, staying visible and relevant isn't a nice-to-have. It's where the money is.
