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.

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.

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