Women's Luxury Fashion Brand

24% Increase in Attributed Revenue in 3 Months

This brand had core flows live and paid ads driving consistent traffic, but was still relying too much on campaigns. By optimizing existing automations and tightening lifecycle flow logic, their email shifted from a manual task to an automated revenue system, which generated approximately £24K+ over 3 months in attributed revenue.

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The gap

This London-based fashion brand had existing core flows live, but weren't fully built around customer intent. Revenue from email leaned heavily on campaigns, their large catalog with generic messaging made their messaging lose its effectiveness, and manually sending campaigns ate most of their time due to a significant-sized list.

The solution

Existing flows were refined around lifecycle logic and timing was adjusted to match customer behavior, and messaging was aligned based on where each subscriber actually was in their journey. Since they lacked time-sensitive offers and urgency in flows, we added the following flows:

VIP Flow
Sunset Flow
Win-back Flow

Then, optimized their existing flows through A/B Testing:

Welcome Flow
Abandoned Cart Flow
Browse Abandonment Flow
Post-purchase Flow

The outcome

Over three months, the improvements generated £23K+ in attributed revenue. A 24% increase from their previous period. Email went from an inconsistent supporting channel to a reliable part of the revenue mix, without expanding into SMS or increasing their campaign frequency.