Problem
The brand came to us with:
- An unengaged list of over 30,000+ contacts
- No consistent email campaign calendar
- Outdated flows that were barely converting
- <8% open rates and negligible revenue from email (<3% of total store revenue)
Despite strong acquisition through Meta ads, there was no strategy in place to capture, nurture, or convert those leads post-click.
Solution: Ground-Up Lifecycle & Campaign Overhaul
We implemented a high-leverage retention marketing system from scratch, starting with four critical levers:
1. Segmentation Revamp (Traffic Light System)
- Applied Traffic Light segmentation model:
- Green: Recently engaged (30-day clickers or purchasers) → high send frequency
- Amber: Warm leads (60–90 days engagement) → medium frequency
- Red: Cold (90+ days) → held out or added to winback/sunset flows
- Green: Recently engaged (30-day clickers or purchasers) → high send frequency
- Incorporated zero-party data from popups & welcome flows to personalize by goal (e.g. “build muscle” vs “lose weight”)
2. Flows Built for Conversion
From a blank slate, we created high-converting, psychology-aligned automations:
| Flow | Key Tactics |
| Welcome Flow | Emotional storytelling, lead magnet delivery, first-purchase offer |
| Abandoned Cart | Conversational tone (“Yo, did you forget something?”), product block + UGC |
| Post-Purchase (1st order) | Product education, review request, habit formation sequence |
| Winback | Value reminder → bestsellers → 48-hour discount → message from CEO |
| Browse Abandonment | Dynamic product feed, social proof + SMS touchpoint for opted-in users |
We used event-based triggers with profile filters to fine-tune each sequence (e.g. excluding purchasers in last 14 days from abandoned flows).
3. 📅 Campaign Strategy & Calendarization
Implemented the Six Pillars of Campaign Content:
- Product – New arrivals, restocks
- Promotion – Flash sales, tiered discounts
- Social Proof – UGC, reviews, influencer spotlights
- Engagement – Quizzes, “This or That,” brand story
- Re-engagement – Polls, “Are we still cool?” style emails
- Active Customer – VIP-only offers, replenishment reminders
We mapped these out in acampaign calendar, ensuring 3–5 sends per week, aligned to marketing themes and product drops.
4. A/B Testing for Infinite Optimization
- Split-tested subject lines, CTAs, and send times
- Ran smart resends to high-intent non-clickers
- Introduced exclusion segments to reduce churn during flows & tests
- Closely monitored inbox placement, especially for Gmail and MPP users, using engagement-driven segment logic (clicks, not opens)
Result: 6x Email Revenue in 90 Days
Total Email Revenue:
+485% growth (52.34% of email attributed revenue)
Other Key Wins:
- Open Rates: Improved from 8% → 34% average (via segmentation & deliverability fixes)
- Click Rates: Doubled across campaigns & flows
- Repeat Purchase Rate: Lifted by 2.2x, driven by post-purchase and replenishment flows
- Inbox Placement: Stabilized across Gmail, Yahoo, and iCloud through clean list hygiene, proper authentication (SPF, DKIM, DMARC), and better engagement signals
Without foundational flows and segment hygiene, revenue from campaigns alone caps quickly. By structuring flows around buying psychology and engagement windows, we created a system that converts cold leads into loyal customers.
