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CASE 21 / FASHION / NDA PROTECTED
From underused channel to £44K+ in attributed revenue.
Lifecycle automation, consistent campaigns, and conversion-focused retention messaging turned email into 25.27% of total store revenue in approximately two months.
THE BRAND
A fast-moving fashion catalogue serving multiple markets.
Case 21 is an ecommerce fashion brand with a broad product catalogue and customers across multiple international markets. Its exact identity is withheld under NDA.
With seasonal promotions, new-product acquisition, and a constantly changing selection, staying connected after the initial store visit is essential.
Email presented a clear opportunity to convert new visitors, recover buying intent, support the customer journey, and consistently activate the existing audience.
Fashion broad product catalogue
International multiple customer markets
NDA identity intentionally protected
THE CHALLENGE
Traffic was growing faster than the retention channel behind it.
- Email was significantly underused relative to existing store revenue and traffic.
- New visitors needed a stronger capture and first-purchase conversion path.
- The customer and subscriber base was not activated consistently through campaigns.
- Lifecycle communication needed to follow customers across more buying moments.
- Promotional revenue and long-term retention needed to work as one system.
THE GOAL
Make email a dependable revenue channel as acquisition scaled.
- 01Convert more store visitors into subscribers and customers.
- 02Generate lifecycle revenue without extra advertising spend.
- 03Activate the existing audience through consistent campaigns.
- 04Connect acquisition, conversion, and retention in one system.
- 05Build infrastructure that could scale with the wider business.
THE STRATEGY
Two revenue engines across one customer journey.
Automated lifecycle flows captured and converted intent while campaigns created a consistent reason for subscribers and customers to return.
THE EXECUTION
Repeatable retention, not one lucky promotion.
The objective was to repeatedly turn existing traffic, subscribers, and customers into additional revenue as the wider ecommerce business grew.
Improve onsite capture
Optimized the subscriber entry point and first-purchase journey.
Develop the welcome flow
Used a 10% introductory offer to convert new subscribers.
Build lifecycle communication
Matched messaging to customer intent and purchase behavior.
Continue after purchase
Added post-purchase incentives, reassurance, reviews, and UGC.
Sent campaigns consistently
Used promotional, product, and seasonal campaigns to monetize the list.
Monitor and refine
Improved revenue attribution, offers, and campaign performance as data grew.
THE RESULTS
More than one pound in every four came through retention.
Results reflect this client's specific store, offer, audience, and execution period. Individual outcomes vary.
THE BRAND
A fast-moving fashion catalogue serving multiple markets.
Case 21 is an international ecommerce fashion brand with a broad, fast-changing product catalogue. Its identity remains protected under NDA.
Seasonal promotions, new-product acquisition and customers across multiple markets made consistent follow-up essential. Email had to connect the first store visit with conversion, post-purchase communication and the next order.
THE CHALLENGE
- Email was significantly underused relative to existing traffic and store revenue.
- New visitors needed a stronger capture and first-purchase journey.
- Browsing and purchasing signals did not receive consistent follow-up throughout the customer journey.
- The existing subscriber and customer base was not activated consistently.
- Promotional revenue and long-term retention needed to operate as one system.
THE GOAL
- Convert more store visitors into subscribers and customers.
- Generate lifecycle revenue without increasing advertising spend.
- Activate the existing audience through consistent campaigns.
- Connect acquisition, conversion and retention.
- Build infrastructure that could scale with the wider business.
WHAT WE BUILT
Two revenue engines across one connected customer journey.
Automated lifecycle communication converted intent while ongoing campaigns gave subscribers and customers consistent reasons to return. The system combined commercial urgency with product discovery, reassurance and social proof.
Subscriber capture
Welcome conversion
Lifecycle messaging
Post-purchase retention
Campaign activation
Performance optimization
THE EXECUTION
- Improved onsite capture. Strengthened the subscriber entry point and first-purchase journey.
- Developed the welcome flow. Used a clear introductory offer to convert new subscribers.
- Expanded lifecycle communication. Matched messages to customer intent and purchase behaviour.
- Continued after purchase. Added incentives, reassurance, reviews and user-generated content.
- Sent campaigns consistently. Used promotional, product-led and seasonal sends to activate the list.
- Monitored and refined. Improved attribution, offers, timing and creative as more data became available.
THE RESULTS
More than one pound in every four came through retention.
- £44,405.55 in attributed revenue between June 22 and August 22, 2026.
- 25.27% of total store revenue attributed to retention.
- +2,086% attributed revenue compared with the previous period.
- +72% total store revenue compared with the previous period.
- A repeatable channel built from flows and consistent campaigns.
Results reflect this client's specific store, offer, audience, and execution period. Individual outcomes vary.
WHY THIS WORKED
- Onsite capture, flows and campaigns were connected instead of optimized separately.
- Messages followed customer intent across more buying moments.
- Product discovery and social proof reduced reliance on discounts alone.
- The campaign rhythm created repeated opportunities to monetize the existing audience.
