A single product drop. Email drove 62% of the month's revenue.
The brand was dropping a new collection, and email was their main owned channel. The list needed priming and the sequence had to sell the drop without leaning on paid.
01
The challenge
One drop. One owned channel that really mattered. The list was built but never segmented for a drop, and the sequence to sell it didn't exist yet.
02
What I built
Built a six-email sequence leading up to the drop: teaser, story, behind the scenes, drop day, last call
Segmented the list by past purchase behavior so each cohort heard about the drop at the right time
Layered in a winback for past buyers who'd gone quiet for 60+ days
Wrote drop-day SMS to back the email send and push conversions in the first 24 hours
Pushed campaigns hard after the drop to turn new subscribers into repeat buyers
03
The result
Business performance summary, 62% attributionFlows conversion, +379% trajectory
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