Nab had never established a definitive brand voice. The onboarding process identified the tone: playful and engaging without being frivolous. Dad jokes, puns, and personality—the kind of copy that breaks inbox patterns and builds relationships instead of just pushing product. Educational content around leather care, the vegetable tanning process, and the origin story gave the email program substance beyond promotions.

Legacy flows from a previous agency, plus DIY flows the founder had built, were all still running in the background. Some had been live for years doing nothing. The entire flow architecture was audited, legacy flows were drafted, and a unified system was implemented: welcome series, browse and cart abandonment, post-purchase with leather care education and sizing guidance. Customer tagging ensured no overlap between sequences.

The launch of a women’s collection revealed something unexpected: women who came to the site bought for themselves, and then frequently bought for their husbands. Men rarely bought for women. Klaviyo’s predictive analytics were used to build a women’s segment, allowing targeted campaigns for the new collection while leveraging the cross-purchase behavior that was already happening organically.

A 40% site-wide sale running for four weeks needed structure to maintain urgency. The strategy included phased product rollouts to avoid discounting everything on day one, countdown banners across all flows with hard deadlines, and a campaign sequence that escalated from early access through Black Friday Eve, midnight launch, limited stock alerts, Cyber Monday extension, and Cyber Week.

Engraving—a brand-new service—got its own deadline sequence: order by a specific date if you want personalization for Christmas. Shipping cutoffs were layered on top. The free wallet with $200+ purchase was reserved for Cyber Monday as an additional incentive to keep momentum after the main sale.