CASE STUDY
Email Marketing
Tools Australia had no email when Picos started in December 2025. We built ten lifecycle flows driven by membership and purchase data, plus a six-email campaign series for every monthly giveaway. Over the first ten months, placed order rate rose 74% and revenue per recipient rose 56%. Each send now does more to turn tradies into members.
Tools Australia
Tools Australia is a licensed, Melbourne-based giveaway and membership brand behind some of the country’s biggest monthly tool giveaways. Every membership and package includes free entries into the draw for a complete top-brand tool setup or a tax-free cash alternative. Live monthly draws, real winners and genuine member perks have built a loyal community of Australian tradies.
The problem
Tools Australia had a strong offer and a loyal community of tradies who know their tools. What it didn’t have was email. With no flows or campaigns in place, there was no way to welcome new customers or guide one-time buyers towards membership. The customer base was already there. Email was the channel to turn it into members.
The Solution
Picos built ten flows covering Welcome, New Member, Viewed Giveaway, Abandoned Checkout, Post-Purchase, One-Time Buyer Upsell, Failed Membership Renewal, Membership Cancellation, Win-back and Sunset. Flows branch on purchase and membership data, splitting new and returning customers and showing one-time buyers what membership adds over six months. Campaigns run as a six-email series across each giveaway window, from announcement to draw night, timed around moments tradies already follow like the NRL & AFL Grand Finals, Bathurst 1000 and MotoGP.
The Result
Every send now earns more. Placed order rate rose 74% over the first ten months, driven by a tighter six-email cadence and messaging matched to where each tradie sat, from first pack to membership. Revenue per recipient rose 56%, so each email earned more, not only reached more people. Campaign open rates lifted 129%, with sends tied to the event moments tradies were already watching.
