Brand had outgrown its previous agency. Existing flows were template-driven, attribution was stuck below benchmark, and the list wasn't being worked hard enough.
01
The challenge
Email attribution was sitting at 21%, too low for a supplements brand with a strong repeat-purchase pattern. The flows in place had been built by an agency rotation and weren't tuned to how customers actually buy.
02
What I built
Audited and remade every existing flow: welcome, post-purchase, replenishment
Restructured the campaign calendar around customer behavior, not arbitrary cadence
Added segmentation by product use case so messaging matched the buyer
A/B tested subject lines and send times across the entire program
Built a replenishment flow tuned to the average reorder window for each product line
