How Brandsdal Group increased email revenue by 20% with Rule
- Who is Brandsdal Group?
Brandsdal Group is one of Norway’s leading e-commerce companies in the beauty and lifestyle space, operating well-known brands including Blivakker.no – Norway’s largest online beauty retailer – and its Nordic sister brands Cocopanda in Sweden, Denmark, and Finland. With over a million registered customers and a strong presence across four markets, Brandsdal Group is built on a clear belief: that great customer experiences drive lasting growth.
- Brandsdal Group Customer case
A strong brand that needed a smarter channel strategy
Brandsdal Group already had scale. What they needed was precision.
With millions of customers across multiple Nordic markets, the team knew that email and SMS had enormous untapped potential – not just as broadcast channels, but as tools for building genuine, ongoing customer relationships. The ambition was to move beyond campaign sendouts and into something more meaningful: a lifecycle-driven communication strategy that felt relevant to each customer, in each market, at every stage of their journey.
Since the majority of their customers engage on mobile, visual quality was non-negotiable. Every email needed to feel on-brand, visually strong, and built for the small screen – while still giving the team the flexibility to work efficiently across campaigns and automation alike.
The challenge wasn’t finding the right audience. It was communicating with them in a way that created value.
"Volume without relevance is spam. Volume with relevance is value. High relevance at the right volume — that's the win."
Joachim Grimestad, E-commerce Specialist, Brandsdal Group.
- Brandsdal Group Customer case
From campaigns to customer lifecycle – how Rule made it possible
With Rule, Brandsdal Group built a setup that took their ambitions further. The platform’s flexibility in design and layout gave the team full creative control, while the ability to run both email– and SMS-campaigns and automated flows from one place removed the friction that had previously slowed them down.
Rather than sending one-size-fits-all newsletters, Brandsdal Group began building out a complete lifecycle communication program – covering onboarding, replenishment, browse abandonment, cart abandonment, and loyalty communication. Each flow is designed around real customer behavior, using purchase history, engagement signals, and loyalty data to make every message feel like it belongs.
Rule’s dataflow capabilities were central to this shift. Where the team previously relied on broad sendouts, they could now tailor communication by behavior, engagement level, and purchase patterns across all four markets. The result is a more personal customer dialogue that builds loyalty and drives repeat purchases, rather than simply pushing volume.
"Personalization and segmentation are central to how we work. We use customer behavior, purchase history, engagement, and loyalty data to make communication more relevant."
Joachim Grimestad, E-commerce Specialist, Brandsdal Group.
The results
Stronger LCE
Stronger lifecycle engagement across onboarding, replenishment, cart abandonment, and loyalty flows.
+20%
Revenue from email as a channel since using Rule
Healthier ROI
Better control, clearer direction, and a healthier ROI across their email and SMS channels.
- Brandsdal Group Customer case
A 20% increase in revenue from email
The headline number is a 20% increase in revenue from email – a result Brandsdal Group shared on stage at E-handelsdagen in Oslo. But the team is quick to point out that the number only tells part of the story.
What has changed most is how strategically the team now operates. There is better control over the channel, a clearer sense of direction, and a measurably healthier return on investment. Rule gave Brandsdal Group the tools to work with design and segmentation at a whole new level. That shift in maturity is what makes the results sustainable, not just a one-time win.
“We now have much better control, clearer direction, and a healthier ROI, which gives us the confidence to continue scaling, optimizing, and testing even further.”
Joachim Grimestad, E-commerce Specialist, Brandsdal Group.
Above is an example of a personalized birthday email created in Rule that Blivakker.no automatically sends to customers on their birthday with a 11.12% click rate.
Above is an example of a personalized reminder email created in Rule, which Blivakker.no automatically sends to customers when their bonus points are about to expire with a 6% click rate.
Advice from Brandsdal Group – for e-commerce teams ready to level up their email communication
“Focus on relevance before volume. Strong segmentation, automation, and customer understanding create better long-term engagement than simply increasing send frequency. Also, test continuously and don’t be afraid to fail a little along the way – that’s often where the best learnings come from.”
— Joachim Grimestad, E-commerce Specialist, Brandsdal Group
Above is an example of Blivakker’s order confirmation setup, showcasing the different switches available in Rule.
Above is an example of Blivakker’s automated order confirmation email, created in Rule.