Good Neighbour

goodnbr.com

Partners

Klaviyo®

Shopify Point of Sale®

Shopify Plus®

Industry

Apparel

Services

Email Marketing CRM Management

Partners

Klaviyo®

Shopify Point of Sale®

Shopify Plus®

Challenge Strategy Results

How Good Neighbour Fixed Their Broken Email System—And Multiplied Revenue by 3x

Good Neighbour, a premium Toronto fashion retailer, had built an exceptional in-store experience but their online email marketing was completely misaligned with their brand. We conducted an extensive audit and discovered critical gaps: broken inclusion/exclusion logic, missing automations, a truncated welcome series, and a campaign strategy that treated every customer like a stranger. Over a few months, we rebuilt their entire email system to mirror their in-store experience. The result: email revenue multiplied by 2-3x, and their online presence finally felt as intentional and premium as their physical stores.

Multiplied email revenue by 2-3x through strategic rebuild
Fixed 1.2% pop-up conversion rate (targeted 3-4x improvement)
Built complete customer lifecycle journey with missing automations
Increased e-commerce from 10% to a significantly higher revenue percentage
Transformed email from generic, clunky experience to brand-aligned, premium messaging
Implemented sophisticated segmentation (30/60/90-day engagement + interest-based)

Challenge Strategy Results

01 Challenge

Good Neighbour had built something rare: a Toronto fashion institution where every detail mattered. Walking into their store felt like stepping into a carefully curated world—warm, intentional, premium.

But online? The magic disappeared.

Their email marketing was the opposite of everything they stood for. Generic. Clunky. Broken. And it was costing them.

What We Found in the Audit

The pop-up converted at 1.2%. Most of their traffic was walking away without a trace.

Critical automations didn't exist. No abandoned cart recovery. No browse abandonment. No post-purchase follow-up. They were leaving thousands of dollars on the table every single day.

The welcome series was a missed opportunity. Instead of telling the Good Neighbour story—why they existed, what made them different—it just pushed products like every other generic e-commerce brand.

Every customer was treated like a stranger. Someone who'd bought 10 times got the same email as someone who'd never purchased. No segmentation. No recognition. No personalization.

Discount codes were being sent to people who'd already bought. The inclusion/exclusion logic was backwards.

E-commerce was only 10% of their business. The online experience was so misaligned with the brand that customers weren't coming back.

The worst part? None of this matched the care they put into everything else.

02 Strategy

We didn't just "fix the emails." We rebuilt the entire system to mirror the in-store experience.

1. We Started With a Full Audit

Before touching a single campaign, we mapped every gap. Technical issues (broken discount codes, poor deliverability). Strategic problems (no segmentation, no retention logic). We identified exactly where revenue was being lost.

2. We Built the Missing Automations

Browse Abandonment: Gentle reminders that felt like a helpful store associate, not a pushy salesperson.

Abandoned Checkout: Intentional timing and messaging. Availability updates and urgency without spam.

Welcome Series: We turned a "shop now" blast into a brand story. Who Good Neighbour is. Why they exist. What makes them different. Reviews. Community. Lifestyle. Then the products.

3. We Implemented Real Segmentation

30/60/90-day engagement tracking. Active customers got different messages than dormant ones.

Interest-based segments. Someone browsing outerwear doesn't need to see emails about accessories.

Repeat buyers vs. first-time customers. Loyal customers were finally recognized and rewarded.

4. We Fixed the Technical Mess

Replaced generic discount codes with personalized offers. Fixed deliverability issues. Redesigned templates for better inbox placement and brand alignment.

5. We Built a Post-Purchase Journey

Thank-you emails. Reorder triggers based on purchase history. Content that kept customers engaged between purchases.

03 Results

Email Revenue: 2-3x Increase

Email went from a broken afterthought to a major revenue driver.

Pop-Up Conversion: 1.2% → 3-4x Improvement

More traffic captured. More leads in the system. More revenue from day one.

E-Commerce Share: 10% → Significantly Higher

Online finally matched the quality of in-store. Customers started coming back.

Email Experience: Generic → Premium

Every email now felt like Good Neighbour. Intentional. Warm. On-brand.

Customer Retention: Dramatically Improved

Loyal customers were recognized. Post-purchase journeys kept them engaged. Lifetime value went up.

The Breakthrough

Most e-commerce brands set and forget email. But email is your brand voice—the tone, the feel, the personality customers experience every time they hear from you.

Good Neighbour's breakthrough came from recognizing that their email system needed to reflect the same care, intentionality, and premium positioning as their physical stores.

By rebuilding with brand alignment as the foundation—not as an afterthought—we transformed email from a liability into an asset.

Why It Worked

We didn't just execute. We partnered.

Every design brief, every line of copy, every strategic decision was run by their team. We made sure the online experience matched the offline one.

Good Neighbour's mission was retention and customer value. We built an email system that reflected that.

Ready to Make Your Email Actually Feel Like Your Brand?

If your email marketing feels generic, clunky, or disconnected from what makes your brand special, you're leaving money on the table.

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