Turning Rexel’s email marketing into revenue growth

In 2024, Rexel partnered with Curamando’s CRM & Loyalty team within Eidra to accelerate their digital transformation. Together, they set out to refine automated customer journeys, optimize email communication, and ensure that every digital interaction translated to measurable growth.

Unlocking the potential of email marketing

Rexel is a global leader in the distribution of electrical supplies and services, operating across multiple markets with a strong commitment to innovation and customer value. As part of their ambition to strengthen competitiveness and accelerate their digital presence, Rexel turned to Curamando for support in exploring the untapped potential of email marketing as a channel for growth and stronger customer connections.

Turning emails into meaningful conversations

Rexel’s ambition was clear: leverage its digital platforms to deliver more personalized, relevant, and impactful customer experiences. While the company already had established email communication in place, existing templates and journeys were underperforming. Emails lacked the personalization and optimization needed to truly engage customers, which limited the channel’s impact on loyalty, retention, and growth.

At the same time, Rexel sought to improve customer journeys within a newly implemented CRM/Marketing Automation system (Microsoft Dynamics). Establishing smarter flows, more engaging templates, and a strategy aligned with customer needs required structured expertise. Rexel turned to Curamando for their blend of operational know-how and strategic perspective, trusting them to make email marketing a genuine growth driver.

Creating customer flows that deliver results

Curamando partnered closely with Rexel, aligning every initiative with Rexel’s broader digital strategy and business goals. The work was carried out across several key areas:

• Optimization of email templates: Curamando reviewed and reworked email templates, making them more performance-driven.
• CRM & marketing automation strategy: Together, Rexel and Curamando defined a roadmap to fully leverage Microsoft Dynamics, ensuring seamless and scalable customer journeys.
• Expansion of customer journeys: New automated flows were developed for different customer segments, each journey tailored to needs, behaviors, and purchase triggers. These flows were designed to deepen relationships, reduce churn, and maximize lifetime value.
• Knowledge Transfer: Beyond implementation, Curamando worked side-by-side with Rexel’s team to elevate their internal capabilities, ensuring they could continue driving results independently.

This collaborative approach combined Curamando’s operational expertise in digital execution with its strategic advisory perspective — a hallmark of its dual offering within Eidra.

The impact of the result

The collaboration with Rexel proved how email marketing, when supported by customer‑centric design and data‑driven execution, can become a powerful revenue driver. Within just six months, Rexel realized substantial growth from the enhanced email marketing channel:

• +17% increase in revenue directly attributed to email marketing
• 5% lift in purchase rate from Q4 2024 to Q1 2025
• 12% rise in average order value over the same period
• SEK 2.49M growth in revenue within a single quarter

Final conclusions and reflections

The success came from a few essential ingredients. There was a clear strategic vision and an openness to innovate. It also came from the close collaboration between the CRM & Loyalty team and Curamando, as well as the balance between hands‑on execution and long‑term strategic thinking.

By focusing on designing relevant and engaging customer journeys and ensuring continuous knowledge transfer, Rexel not only achieved strong immediate results but also secured a foundation for sustainable growth and long‑term competitiveness.

About the author

Olof Strömbäck is an SEO Content expert in the Traffic & Acquisition team at Curamando, with a background in Email Marketing, and experience from e-commernce, B2B and automotive.

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