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Customer story:

How The Cake Store Increased Conversions 32x

Revenue in sales
Higher conversion rates than bulk campaigns
Custom automation workflow

The Cake Store is the first cake makers in the UK to sell personalized cakes online more than 20 years ago.



London, United Kingdom


Confectionary – Ecommerce

Products used

Product – picker

Email Automation

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The Cake Store started life as Slatter’s Bakery, with one shop in Brockley, South London, in the early 1900’s.

Founded by Tom Slatter, it is now a third generation family business with a mission to bring customized quality cakes for every occasion.

The Cake Store is the first cake makers in the UK to sell personalized cakes online more than 20 years ago.

With a lot of hard work and heart, the brand has earned its reputation in the UK as a trustworthy supplier that will not let any memorable celebration pass without an astonishing, tailor-made treat from talented full-time cake decorators who continue to constantly design and create new cakes.

“It took a long time for consumers to realise that we could properly fulfil a great Birthday cake being delivered to someone’s house across the whole UK, within a couple of days’ notice,” says Tim Slatter, the current owner of the store.

Fortunately, the business is currently blooming. Because it’s possible to order a wonderful cake online, it’s also important to maintain a sustainable business model in the digitalized world.

That’s where Tim crossed paths with Omnisend.

“Two important things convinced me to try Omnisend: simplicity and support” -Tim Slatter, The Cake Store

The challenge

When the Cake store started on its email marketing journey, the goal of the store was straightforward: remind the customer about the wonderful collection of cakes right before his/her special occasion.

Essentially, Tim and his team were looking for a tool that could automatically remind the customer that his special occasion is approaching and offer a variety of new products with an incentive.

Initially, The Cake Store started their email marketing career with MailChimp, but soon they realised that the platform was just too complicated.

“I found MailChimp so complicated to use and couldn’t fathom how to import our products into an email. Still not sure that it does,” he says.

Even worse, MailChimp didn’t offer Tim and The Cake Store what they really wanted: a custom, automated workflow. For them, sending out bulk campaigns didn’t meet their needs.

Shortly after the gloomy start with MailChimp, Tim stumbled upon Omnisend in the BigCommerce apps marketplace.


The Omnisend solution

When Tim started working with Omnisend and started building his first campaign, he used our unique feature “Product Picker”.

This enabled The Cake Store to pick and import products straight from their store, which saved a lot of time in preparing their campaigns.

Adding this feature with Omnisend’s simplicity and support, and they had themselves a winner.

After a quick warm up with the platform, Tim enabled a custom automation workflow—a feature he was looking for in email marketing in the first place.

Here’s the simple, custom automation workflow he created with Omnisend:

In order to remind customers about their upcoming celebration, Tim set up a trigger for “product placed” and a 340-day delay to send a prepared email right before that occasion.

You can view the email below:

The feature helped The Cake Store to effortlessly upsell more to a highly engaged audience.

The custom workflow single-handedly made them more than $37,000 (£30,000) in sales—a whopping 32 times higher than bulk email conversions—and Tim couldn’t be happier.


Looking forward

Tim plans to continue working with Omnisend and check on the sales from automated emails from time to time.

Looking back to the beginning, Tim is excited to see what other features are on the way to help him sell even more with Omnisend. In fact, he’s prepared a plan with his Account Manager to get the best from the software.

With everything in place, Tim also has some great advice for all the smart marketers with an ecommerce business out there:

“Try to keep things simple. Less of a great product is better than thousands of products that are difficult to supply.”