Launch emails became the highest-engagement, highest-revenue campaigns in the calendar. Not by accident.



Structure: teaser, announcement, reminder. Each one pulled its weight. Launch 3 announcement generated $26,017. Fall Launch 9.2 brought in $21,918. Girls spotlight on smocked dresses: $25,225.


Instead of treating launches as one-off sends, we built a repeatable system. Broader segments for initial announcement. Tighter segmentation for reminders. A/B testing on smaller launches to optimize creativity before bigger releases.

"Hand-me-down worthy" isn't a marketing copy. It's what the product actually is. Southern heritage. Heirloom quality. Timeless design. These aren't buzzwords-they're the reason parents pay premium prices.


Campaigns emphasized founder's picks, staff favorites, and behind-the-scenes stories. Not to be cute, but to reinforce that these pieces aren't disposable. The Printed Turtleneck campaign a consistent annual performer generated $27,261 by leaning into product education and storytelling.

Abandoned checkout became the highest-performing flow: $124,329 in recovered revenue at a 2.73% conversion rate. The welcome series generated $51,263 with a 1.61% conversion rate.



Flows weren't just "set and forget." Browse abandonment, site abandonment, and Post-purchase flows were continuously tested. Dynamic blocks. Lifestyle imagery. Cross-sell suggestions based on shopping behavior.


The goal wasn't perfection on day one. It was a systematic improvement over time. Flow revenue increased 26% year-over-year because small optimizations compounded.

Over 100 campaigns sent in six months. Not because more is always better, but because the calendar demanded it. Holiday season required daily emails. Black Friday and Cyber Monday ran AM and PM sends to capture urgency without overwhelming the list.

End-of-season sales needed reminders. New collection drops required follow-up.The previous agency's lower frequency wasn't a strategy, it was leaving money on the table. Unsubscribe rates stayed low (0.1-0.15%) even with increased volume because relevance stayed high.

• $1,430,000+ total email revenue in six months ($1,177,000 from campaigns, $253,000 from flows)
• Email consistently attributed to 42-45% of total business revenue (industry average: 20-30%)
• 26% year-over-year improvement in flow revenue
• 5.6% year-over-year campaign revenue growth$350,000+ generated during Black Friday/Cyber Monday period alone


• 99.1% delivery rate (wel above 95-97% industry benchmark)
• 58-65% open rates (industry average: 15-25%)
• 0.1-0.15% unsubscribe rate despite increased campaign frequency
• $0.25-0.70 revenue per recipient (industry average: $0.10-0.30)
• 695 abandoned cart conversions worth $124,329

• Gender-segmented campaigns consistently delivered 2-3x better results than broad sends
• Launch announcement strategy became highest-engagement campaign type
• 3-5.2% increase in total business revenue during engagement period
• Email became reliable growth channel without proportional increase in ad spend

When your Shopify merchant success manager says email should be doing more, they're usually right. The question isn't whether to optimize-it's whether your agency knows how to make email a primary growth driver instead of a support channel.