An apparel brand wanted email to be a real revenue channel. We took attribution from 7% to 48%, broke their all-time revenue record, and re-engaged 7,500 dormant profiles.
The founders were handling email on their own. They'd try to get a campaign out every week, but the sends weren't optimized for click-through rates or conversions. Email was a checkbox, not a strategy.
Attribution sat at 7%. Email was generating almost nothing relative to the brand's total revenue. The list was there — the audience existed — but it wasn't being worked properly.
On top of that, years of unfocused sending had taken a toll on deliverability. A large portion of the list had gone dormant, and the domain's reputation reflected it. Open rates were low, which signaled to inbox providers that the brand's emails weren't worth showing.
We started with the foundation. Full flow and campaign system setup — the same core infrastructure that every brand needs, but dialed in for an apparel audience. Accessible CTA buttons on every product, varied calls-to-action across emails to keep engagement high.
But the real unlock here was deliverability. Before we could re-engage the dormant list, we needed to prove to inbox providers that this brand's emails were worth delivering.
Sent exclusively to the engaged segment until open rates consistently hit 60%+. This rebuilt the domain's sender reputation before any re-engagement attempts.
Used plain text-style emails to break through spam filters at Gmail, Outlook, and other providers. Text emails read as personal, not promotional — and they land in the primary inbox.
Built a re-engagement flow with high-converting subject lines and preview text designed specifically to get opens from inactive profiles.
Every email featured accessible, prominent buttons. CTAs were varied across sends — shop new arrivals, read the story, see what's trending — to avoid fatigue and drive consistent clicks.
The approach was methodical: fix the reputation, then expand the audience. Once the engaged segment was performing at 60%+ open rates, we gradually widened the net. Dormant profiles started opening again because the emails were actually landing in their inbox — not their spam folder.
Email went from generating 7% of total revenue to nearly half — and it stayed there. This wasn't a one-month spike. Attribution held at 48% month after month, adding a consistent $25,000+ in email-driven revenue.
The re-engagement effort brought 7,500 profiles back to life. These were customers who hadn't opened an email in months — now they were clicking, browsing, and buying again.
The brand broke their all-time high revenue record, with email as the primary driver. A channel that was generating almost nothing became the most reliable growth lever in the business.