Brand was running campaigns weekly but flows were thin and segmentation didn't exist. Email attribution was sitting at 17%, well below where a healthy DTC retention program lives.
01
The challenge
The infrastructure for flows hadn't been built and the list was being treated as one homogenous segment. Campaign performance was inconsistent. Some sends spiked, most fell flat.
02
What I built
Built out the full lifecycle flow stack: welcome, cart, browse, post-purchase, winback, VIP
Implemented behavioral segmentation across the list: engagement, recency, purchase history
Launched an A/B testing program on subject lines, send times, and creative direction
Added VIP and replenishment flows specifically for the repeat customer cohort
Built monthly attribution reporting so the brand could see where revenue was actually coming from
