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Moving beyond product pitches
Before switching to Omnisend, Jake used Klaviyo but found it too costly and lacking in support — especially for a new brand still figuring things out. He wanted a partner that felt more accessible, and with Omnisend, he found that in both the platform and the people.
“The cost and lack of support were the biggest issues,” Jake says. “Sometimes you just want to bounce ideas around or get help building flows. I found my dedicated Customer Success Manager Mangirdas from the Omnisend team really helpful.”
Jake also struggled to make the most of his data, and realized that just talking about features and benefits wasn’t resonating. That’s when he made a shift — from sales-driven emails to storytelling.
“I like to understand how people use our bags — what problems they solve, where they’ve traveled, how they improve the experience. Sharing those stories helps customers feel like part of a community. Plus, it gives us great content.”
The Vagari Journal: Where customers become the voice of the brand
Jake keeps Vagari Bags emails personal, always writing in first person and signing off with “Cheers – Jake.” He aims to send one email per week, but only when he has something worth saying. “If I don’t have a story to tell or something interesting to share, I don’t send an email. Less is more.”
That philosophy has paid off. With open rates sometimes hitting 40-50%, his audience has learned that when an email does land in their inbox, it’s worth opening. To take the idea even further, Jake launched The Vagari Journal — a hub for customer stories, shared via email and turned into blog posts.
The first post, about a stylish city adventure in Paris, blended travel, football fandom, and fashion. It was more than a product showcase — it was a connection.
“When we focused on just the aesthetics and USPs of the bag, it didn’t perform nearly as well. Telling a story through a customer’s experience creates a deeper emotional response.”
SMS — short messages, big returns
Knowing how often people miss emails but rarely ignore texts, Jake decided to try SMS marketing. It quickly proved to be a smart move.
With click rates of 6-7% and a return on ad spend of 5.18 on the best-performing campaign, SMS became a key part of his strategy. When email and SMS work together, the results speak volumes: for every £1 spent on Omnisend, Vagari Bags sees a return of £121.38.
Jake uses SMS for product launches and exclusive offers, reserving email for storytelling, welcome flows, and abandoned cart messages. Next, he plans to bring SMS into the cart and checkout automations.
“Everyone has their phone on them. It’s direct, it gets opened, and it drives action. SMS has been a great addition.”
Wrap up
Support has been a major differentiator for Jake. Whether he has an unconventional segmentation idea or needs help building a new flow, he knows there’s someone at Omnisend ready to help him make it happen.
“It’s intuitive, the testing options are great, and the support has been fantastic. If you’re a new brand trying to grow, you won’t find better.”
Looking ahead, Jake plans to keep pushing out valuable content, telling more customer stories, and using data more effectively to grow the brand — and the community around it.
