How Linda’s generated $4.8M in incremental revenue

Linda's is a well-known business for craft enthusiasts, focused on quilting, sewing, and the broader maker community. The store carries more than 30,000 products, from specialty fabrics to seasonal kits and hard-to-find supplies. Many of the products they offer are not available at big-box craft retailers, which is one reason customers keep coming back.

Linda's catalogue is the kind of thing that breaks retention tools.

Every week, hundreds of SKUs move in and out of stock. For most brands, that level of complexity is a wall. For Linda's, it was a daily operational reality their part-time marketer had to keep up with.

Manual campaign building was consuming their time. Every new collection, sale, or restock triggered another round of segment building, copywriting, and timing decisions. Their marketer knew they could do more, and needed a way to ship more campaigns more intelligently.

Linda's runs their email marketing through Instant’s Multi-Step Campaigns.

Their part-time marketer tells Instant their goal, like announcing a restock or launching a new product. They then select how many emails they want to create. A minute later, a full sequence is on screen. Their email drafts come with pre-written subject lines, preview text, body copy, branded headers, and products from the live catalogue, all created and laid out as a story that builds across the sequence.

From there, their marketer takes creative control. They refine the voice and adjust the areas they’d like to emphasise. Instant already understands Linda's brand, their catalogue, and the audience, so the starting point serves as a strong base. Segmentation, scheduling, and a full campaign preview all happen in the same place, so there is no jumping between tools to get a campaign out the door.

With multi-step campaigns, Instant AI does the first 90% of the work and their marketer brings the final 10% of creative judgement.

The Results

In just 90 days, Linda's has shipped over 140 multi-step campaigns, delivered 18M+ emails, and generated over $1.7M in revenue. All of this is run by one part-time marketer, who used to spend two hours a building a campaign for the next day, every day.

Now they duplicate the seven-step, multi-step campaign every Sunday, tweak the graphics and copy, and schedule it in under 30 minutes. Then they do not look at it again for a week. That is 14 hours of repetitive work replaced with 30 minutes at the start of the week!

When Linda's first started running campaigns through Instant, they were generating around $50K a week. Today, they consistently hit $160K+ a week. That is more than three times the campaign revenue, with no extra hours and no extra hires, driven by AI that compounds learnings from every send.

When you remove the manual cost of building a campaign, you stop rationing how many you can send. When you stop rationing, the audience gets more of what they want, and the revenue follows.

Every campaign closes a loop. The insights feed the next one, making it stronger and smarter, continuously outperforming itself.

The Linda's continues to layer Multi-Step Campaigns into seasonal launches, inventory-driven sequences, and SMS-led recovery plays. $1.7M in 90 days is just the start. With Instant, Linda's has a model built to keep scaling.

Lindas.com is a popular online destination for craft enthusiasts, offering a massive selection of over 30,000 products — from specialty tools and materials to seasonal kits and unique DIY supplies. Known for its deep catalog and passionate customer base, Linda’s helps makers of all skill levels bring their creative ideas to life.

Linda’s was already seeing good results with Audiences, which gave them a strong foundation for retention marketing. They were identifying more customers but their flows still required heavy upkeep and manual effort. With thousands of items coming in and out of stock, keeping emails timely and relevant was nearly impossible. While performance wasn’t bad, it was clear they were leaving money on the table.

The team needed a smarter, faster way to scale retention that matched the pace and complexity of their business — without hiring an entire email ops team to manage it.

Linda’s doubled down by adding Instant AI to their retention strategy — and haven’t looked back since.

Instant AI now powers their email flows automatically, adapting in real-time to customer behavior and product inventory. One of the biggest wins? Inventory-based flows that respond to stock changes. Whether it's low-stock urgency, back-in-stock alerts, or price drop notifications, customers receive highly relevant messages without the Lindas’s team lifting a finger.

With over 30,000 products, this level of automation has been a game changer. Instead of spending hours building logic or designing emails, the Linda’s team leaves Instant AI to do the heavy lifting — and focuses on growing their top of funnel.