BUSINESS SUPPORT
Smallacombe Farm Organics
Coastal Goats — organic goat dairy, Devon
SECTOR
Organic dairy, DTC + wholesale
LOCATION
Devon, UK
SERVICES
Weekly reporting, email/lifecycle, content strategy
WEBSITE
The Challenge
Before working with Ellie Rivers Consulting, Smallacombe Farm Organics had strong products and a loyal local following, but trading performance wasn't consistently visible week to week, and as production increased, regular custom and increasing brand awareness become increasingly important. Email marketing was sent inconsistently, roughly once a month, and there was no structured way to reactivate lapsed customers or convert the wholesale waiting list into active partners.
The Approach
Weekly trading visibility. A structured, founder-facing weekly sales summary, so performance was reviewed every week rather than discovered at quarter-end — building up to a full Q1–Q3 trading review and Q4 plan.
Lifecycle & retention. Lapsed-customer reactivation emails, a Klaviyo newsletter programme, and a wholesale waiting-list email to convert warm interest into active accounts.
Wholesale growth. A dedicated wholesale partner introduction page and a Q4 plan specifically targeting wholesale underperformance.
Content & brand voice. Website and product copy, and a photography content brief (evergreen shot bank, paid-creative list, seasonal shot list) to keep content production consistent and on-brand.
Q4 growth plan. A dated plan covering PPC scaling, subscription growth, and doubling email send cadence to twice a month.
The Results
+38% QoQ
Revenue Growth
+47% QoQ
Order Growth
Flow & list highlights
Abandoned Checkout flow — built during this engagement — recovered 23 orders and £1,095.30 in the current 90 days, from a standing start (no comparable activity in the prior period).
Welcome Series conversion rate nearly doubled, from 7.3% to 14.3%, even as fewer new subscribers passed through it in the current window.
Monthly newsletter sign-ups grew roughly 7x, from an average of ~8/month (Sep 2025–Apr 2026) to ~61/month (May–Sep 2026).
+152% QoQ
Email Revenue Growth
4.9% ↠ 9%
Email Revenue Share
In the Founder’s Words
"Working together has brought complete clarity to my business priorities — and that clarity is already showing in increased revenue and improved efficiencies.”
– Ginny Thomson | Smallacombe Organics Farm
What’s Next
Smallacombe's Q4 focus continues to build on this foundation — scaling PPC within a contained budget, growing the subscription base, and doubling email send cadence, with wholesale recovery tracked as the primary measure of success against the plan set out in Q4.
Let's Look at Your Numbers
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