Abandoned checkout converted at 3.34% and recovered significant revenue in five months. That's 243 purchases from people who made it to checkout but didn't complete. Cart abandonment added substantial additional revenue with a 1.94% conversion rate.

Browse abandonment did something more interesting: it turned window shoppers into buyers. Someone browses a Weekender Duffle but doesn't add to cart. Forty-five percent open the follow-up email. Thirty seconds of attention becomes a $107 average order. Browse abandonment drove over 500 conversions—all from people who initially just looked.

Welcome flows split into two tracks: one for sales periods, one for full-price. The sales version converted at 0.75%. Ten days instead of thirty because when someone signs up during a sale, you don't have a month to nurture them.

Flows ended up attributing 55% of total email revenue. Not because campaigns underperformed, but because the program got better at capturing people who showed intent but didn't convert immediately.

Broad sends to the entire list became the exception instead of the rule. VIP customers got plain-text emails about limited restocks before anyone else saw them. Hudson Tote restock to engaged VIPs performed strongly. Weekender Duffle preview to past buyers converted at above-average rates. Prime Day BOGO to VIP segments outperformed mass sends by 5x.

The pattern was consistent: targeted campaigns to buyer segments performed 2-3x better than broad sends. Revenue per recipient for VIP campaigns averaged 5.4x compared to mass sends. Same creative work. Same email platform. Different audience, different results.

Engagement tiers got layered in: 90-day active, 180-day, 365-day, 730-day. Someone who hasn't opened in two years doesn't get the same frequency as someone who opened last week. List hygiene improved. Deliverability held at 99.5% across 90+ campaigns.

When you're selling one-of-a-kind products made from upcycled billboards, restocks matter differently. Hudson Totes come back in batches of 200-300 units. Weekender Duffles might be 150 pieces. When they're gone,

they're actually gone.Restock campaigns became exclusivity plays. VIPs got plain-text emails 24-48 hours before the general announcement. "Limited quantity," "brought this back for you," "OG customer" language. These targeted restock campaigns consistently outperformed broad product announcements by 3-4x.

The formula worked because it matched the business reality. When inventory is actually limited and products are genuinely unique, urgency isn't manufactured—it's structural.

• Email attribution increased 33% (from under 15% to over 20%)
• Flows generated 55% of total email revenue
• Campaigns contributed 45% of email revenue
• Average order value held at $97-$105 throughout partnership


• Abandoned checkout: 3.34% conversion rate, 243 recovered purchases
• Browse abandonment: 514 conversions, 45.1% open rate, $107 AOV
• Abandoned cart: 1.94% conversion rate, $94 AOV
• Welcome flows: 612 total conversions across both tracks
• Post-purchase flow engagement up 1,500% due to increased sales volume

• 90+ campaigns sent across five months
• VIP campaigns performed 5.4x better than mass sends
• Restock campaigns: 3-4x better performance than broad announcements
• Buyer-segmented sends: 2-3x better results than broad campaigns
• Open rates sustained at 52-60% throughout partnership

• 99.5%+ delivery rate across all campaigns
• Bounce rate: 0.2-0.5% (well below 1% industry standard)
• Unsubscribe rate: 0.3-0.5% (within healthy range)
• Spam complaint rate decreasing throughout partnership

• July 2025 revenue up 40% versus previous monthly average
• More new customers acquired in July than any month since 2023
• Successfully navigated inventory challenges due to increased demand
• VIP segmentation established as repeatable revenue driver
• Foundation built for sustained growth into 2026

When your business is seasonal and your products are one-of-a-kind, your email program can't be built like you have endless inventory and twelve months to convert. Rareform had four months to do most of the year's revenue.

The program got rebuilt to match that reality: flows that recovered more revenue per visitor, campaigns that treated VIPs like VIPs, and segmentation that recognized different customers need different approaches. Email attribution increased 33% in five months because the strategy recognized what the business actually needed.