For most retailers, paid ads are the go-to channel for online growth. But for Mediscrubs, one of Australia’s leading medical uniform providers, email has now overtaken both Google and Facebook to become their top-performing revenue channel.
The engine behind this success? Maropost Marketing Cloud, seamlessly integrated with their ecommerce foundation, Neto by Maropost.
From plugins to performance
Founded in 2007, Mediscrubs started as a small family business and has since grown into a national supplier serving both individual healthcare workers and large enterprises like Bupa and Southern Cross University.
But the growth journey wasn’t simple. Their old WordPress website buckled under the weight of 25,000+ SKUs, frequent plugin failures, and long page load times.
In 2022, the company migrated to Neto by Maropost, which provided the flexibility to manage complex data, offer custom embroidery options online, and even build private B2B portals for large clients. Neto laid the groundwork — and then Marketing Cloud helped Mediscrubs unlock the next stage of growth.
“Maropost is our conduit to the world. It drives both ecommerce and B2B — and with the help of our partner Otus Technologies, we’ve been able to heavily customise it to fit our business.” — Jason Dacey, Director and Co-owner, Mediscrubs
Smarter email, bigger results
With Maropost Marketing Cloud fully connected to Neto, Mediscrubs gained direct access to ecommerce data that powers more relevant, personalised campaigns.
Here’s what their program looks like today:
- 195,000 emails per week (65,000 contacts, 3 campaigns weekly)
- Open Rate: ~33.3%
- CTR: ~15.8%
- Click-to-Open Rate: ~47.4%
Creative email campaigns like their “Hour of Power” flash sale — offering 40% off for one hour — regularly generate transaction spikes every 30 seconds.
“Email has overtaken paid ads as our biggest revenue driver — and that’s thanks to Maropost Marketing Cloud.”
From D2C to B2B at scale
While Marketing Cloud has transformed Mediscrubs’ direct-to-consumer strategy, Neto continues to power their B2B growth. With custom development, the company has rolled out private procurement-integrated portals for enterprise clients.
This dual focus has shifted their revenue mix significantly:
- B2B revenue grew from 25% to 40% in just one year
- D2C remains strong, supported by Marketing Cloud’s consistent performance
In other words, Neto enables Mediscrubs to scale operations, while Marketing Cloud ensures the business stays connected with both consumer and enterprise audiences.
The takeaway
By combining the operational backbone of Neto with the marketing automation power of Maropost Marketing Cloud, Mediscrubs has created a winning formula for growth.
- 18% year-on-year revenue growth
- 25,000+ SKUs managed with ease
- Email driving 30%+ of sales, outperforming paid ads
“Thanks to Maropost, we’ve built private portals that look and feel like the client’s own business — and every client we’ve shown them to loves the solution. Instead of chasing D2C leads, we’re winning enterprise clients of scale. B2B is now the engine room of our growth, and with Maropost, we’re only just scratching the surface of what’s possible.”