How FUSION 7x'd Email Opt-In Rate with Dataships

Maximizing Repeat Purchases Without Compromising Compliance

FUSION has earned a strong reputation among endurance athletes for its craftsmanship and exceptional product standards. And as Eddi Kristensen, Head of Ecommerce at FUSION, knows, this audience is particularly intentional about their purchases, relying heavily on research and recommendations.

In this fast-moving, crowded market of performance sportswear, new products flood inboxes and competitors ramp up their outreach, making it easy for even satisfied customers to get distracted.

Staying top of mind required a direct connection to customers, backed by clear consent and an active, growing marketing list. By boosting opt-in rates, FUSION could send more athletes timely, relevant messages, leading to higher customer lifetime value and more sustainable growth. Plus, with a growing audience of subscribers, Eddi's team could finally focus time and budget on more powerful, long-term initiatives instead of costly efforts to win back customers.

Because FUSION already operated across multiple regions, there was also the added complexity of privacy and compliance regulations to take into account. Eddi knew that any solution for boosting opt-in rates and growing their email list had to also guarantee full GDPR compliance and maintain customer trust.

That's when FUSION's email marketing agency recommended Dataships. Once Eddi saw "how rigorously Dataships managed compliance and privacy regulations," he was confident Dataships could deliver the reliable, scalable opt-in solution the team needed.

"We needed a solution that would increase opt-in rates at checkout while guaranteeing GDPR compliance. Dataships gave us both — quality list growth and complete reassurance."

A Robust, Compliant Marketing List That Powers Retention and Revenue

The Dataships team hit the ground running, with Eddi describing the onboarding process as "incredibly smooth." Building on that strong start, Dataships quickly became a seamless part of FUSION's broader marketing strategy.

Dataships added its dynamic consent collection widget directly into FUSION's Shopify checkout flow, automatically updating language based on where each customer is shopping. This means every opt-in is compliant — no matter the region — giving customers confidence in how their data is handled while making compliant list growth simple and stress-free for the FUSION team.

The impact was immediate. In less than a year, Dataships' solution increased FUSION's opt-in rates from 12% to 82% and added 750 new repeat purchasers.

With compliance off their shoulders, FUSION's internal teams can focus on delivering value-driven content to their community. The team also invests more confidently in customer acquisition, knowing that stronger retention and higher customer lifetime value underpin their efforts.

Dataships has become a true partner to FUSION on their journey. As Eddi shares, "The Dataships team has continued to be responsive, proactive, and supportive, always ready to address any questions we have."

"We no longer spend valuable hours worrying about email permissions or staying updated on legal requirements — Dataships handles all of that."

FUSION Unlocks €75K+ in Predicted LTV with Dataships

Since integrating Dataships, FUSION has transformed its opt-in strategy, significantly increasing the volume of compliant, high-value contacts on its marketing list. This improvement has driven stronger customer engagement and higher repeat purchase rates, fueling sustained growth.

Key outcomes since implementation:

1. 2,936 net new subscribers added
2. 7X increase in email opt-in rate
3. €75K+ predicted LTV unlocked

Looking ahead, Eddi is excited to continue growing FUSION's email list and customer LTV through Dataships' scalable, compliant platform.

"I'd strongly recommend Dataships to any brand serious about growing their email marketing while ensuring complete compliance. I feel safe knowing that Dataships is taking care of our purchase opt-ins in a secure, legal manner."