$587K

in email revenue

88%

automation-driven

12×

campaign efficiency

Shoe Lada

theshoelada.com

Partners

Attentive®
Klaviyo®
Shopify Plus®
Rebuy®

Industry

Consumer Packaged Goods (CPG)

Services

Email Marketing CRM Management

Partners

Attentive®
Klaviyo®
Shopify Plus®
Rebuy®

How Shoe Lada Built a High-Retention Revenue Engine from 4 Million TikTok Followers

We helped Shoe Lada convert  4M+ TikTok followers into a predictable revenue stream by building a retention and LTV engine from scratch. In just 5 months, automated flows drove 88% of email revenue, with the first Welcome email generating a $4.12 Revenue Per Recipient.

  • Generated email revenue from scratch in 5 months of operation
  • Achieved 88% of email revenue from automated flows (vs. 12% from campaigns)
  • Built a Welcome Series with $4.12 Revenue Per Recipient and 8.13% click-through rate
  • Created 6 core automated flows with 12x higher efficiency than manual campaigns
  • Maintained 52.4% average open rate with organically-grown audience
  • Established brand voice alignment that drives higher customer spending and retention

01

Challenge

Challenge

Shoe Lada had mastered going viral with 4M+ TikTok followers, but faced a critical problem: converting fleeting views into sustainable revenue.

The business was entirely dependent on the TikTok algorithm with no owned marketing channel to build long-term customer relationships or increase lifetime value.

02

Strategy

Strategy

How We Helped

We architected a complete lifecycle marketing strategy designed specifically for Shoe Lada's unique brand voice and audience. Rather than treating this as a standard email setup, we focused on capturing "The Shoe Doc's" authentic personality in every message—understanding that customers spend more when emails sound like the founder they know and trust. We built sophisticated segmentation and behavioral triggers to ensure the right message reached the right person at the right time, maximizing both conversion and retention.

The Solution

We built Shoe Lada's entire email and retention infrastructure from scratch, creating six core automated flows: Welcome Series, Abandoned Checkout, Browse Abandonment, Site Abandonment, Added to Cart, and Post-Purchase.

The Welcome Series became the powerhouse, with the first email achieving a $4.12 Revenue Per Recipient (RPR) and 8.13% click-through rate. Beyond initial conversion, behavioral recovery flows captured abandoned carts and browsing activity, proving to be 12 times more efficient than manual campaigns.

Restocks Got Urgency and Exclusivity

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 structura

Results

  • 88% of email revenue came from automated flows, demonstrating the power of a well-built retention engine
  • $4.12 RPR from the first Welcome email proved immediate, high-intent conversion
  • 52.4% average open rate showed exceptional engagement from the organically-grown list
case study review img
Chrystal Preciado

E-commerce Lead, Shoe Lada

I really love these messages. You guys nail his personality because people like to spend more money when the emails sound like him. Revenue is also through the roof with our existing customers.

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