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DTC Apparel Brand

Fashion & Apparel · ~$1M / year

From near-zero email to 23% revenue attribution in 60 days

+$22,400

per month in incremental revenue

Results in 60 Days
23% Revenue Attribution
+31% Repeat Purchase Rate
60 days Time to Results

The Problem

What was holding them back

  • 1

    85% of customers made exactly one purchase and never came back

  • 2

    Zero email automation — only sporadic batch-and-blast sends every few weeks

  • 3

    Email contributing <4% of revenue despite 12,000+ subscribers sitting on the list

  • 4

    No post-purchase experience — customers received a receipt and nothing more

The Work

What we built, and how

01
1

Foundation

Days 1–14

  • Full Klaviyo audit, list cleanup, and deliverability fixes — sender reputation restored in 7 days
  • Segmentation framework built: VIP buyers, first-time purchasers, at-risk customers
  • 4 core flows launched: Welcome Series (3 emails), Abandoned Cart, Browse Abandonment, Post-Purchase
02
2

Revenue Engine

Days 15–35

  • Win-back campaign targeting 3,200 lapsed customers — 680 reactivated in the first send
  • Post-purchase upsell sequence with behavior-based product recommendations
  • SMS layer added to abandoned cart flow — recovery rate improved by 22%
  • Weekly campaign calendar introduced: 2 segmented campaigns per week
03
3

Optimization

Days 36–60

  • A/B tested subject lines across 4 active flows — open rate improved from 28% to 44%
  • VIP segment refined with early access offers and personalized loyalty incentives
  • Cross-sell flow added targeting complementary product categories at day 45 and 75

The Results

Numbers that moved the business

+$22,400
Incremental Monthly Revenue
23%
Revenue Attributed to Email
+31%
Repeat Purchase Rate
44%
vs 18% industry avg
Average Flow Open Rate
2,100+
in first win-back
Lapsed Customers Reactivated
9
Flows Built
"

Key Insight

The first 30 days were about fixing the foundation — deliverability, list health, and automated flows. Revenue followed automatically once the infrastructure was live. By day 60, email had become the highest-ROI and most predictable channel in the business.

"Within the first month, email was generating more incremental revenue than our entire paid social program. The flows just run."

— DTC Apparel Brand Founder

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