7,500 dormant profiles re-engaged. 7% to 48% email attribution.
Brand had a healthy list, but most of it was dormant. Email was generating 7% of monthly revenue when it should have been 35%+. The dormant segment was a goldmine no one was touching.
01
The challenge
The list was the asset. Most subscribers had purchased once, then gone quiet. The active flows were minimal and the dormant segment was sunsetting itself silently.
02
What I built
Built a multi-stage winback gauntlet for the 7,500-profile dormant segment
Restructured weekly campaigns around stronger creative and tighter, more direct copy
Added a re-engagement check before any subscriber got sunset
Refined segmentation so engaged subscribers got more sends, dormant got fewer-but-better
Tied flow tuning to monthly attribution review, kept iterating on what was actually moving
03
The result
Business performance summary, 48% attributionConversion summary, sustained $100K+ months
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