The first audit exposed a gap between how Vitality operated and what the email program was built to handle. Flows were designed for a brand that launches quarterly — not one that drops product twice a month.

Every major automation was rebuilt: abandoned checkout, abandoned cart, browse abandonment, site abandonment, post-purchase, winback, and welcome series. Each flow got standard and Black Crow AI-powered variants, using predictive analytics to adjust messaging based on purchase likelihood. High-intent visitors saw different urgency and offers than browsers who were still exploring.

The result was 13 active flows generating $2.5M+ in attributed revenue — with abandonment flows alone driving over $1.4M.

The welcome flow became a conversion engine with built-in channel expansion. Instead of a flat discount-and-done sequence, the series used conditional logic tied to Attentive and Klaviyo: subscribers who hadn’t signed up for SMS received a tailored path offering 10% off, with a clear prompt to unlock 20% by joining the SMS list.

This did two things. It drove SMS opt-ins without cannibalizing email engagement, and it made the welcome series a revenue driver on its own — $250K+ attributed across the partnership, with multiple iterations tested (including Black Crow predictive variants and BFCM-specific versions with no discount code required).

Sending eight to twelve campaigns a month without destroying list health requires precision targeting. Over 30 custom segments were built across engagement windows (30, 60, 90, 120, 180, and 365 days), purchase behavior, product interest (Cloud II buyers, bold prints engagers, core color system loyalists), and VIP tiers.

Equally important: 10+ suppression segments kept the wrong people off sends. Hard bounces, bot clicks, spam reporters, false emails, unfulfilled-order frustration cases, and recent buyers all got filtered automatically. Recent buyer suppression alone used five tiers (3, 5, 7, 10, and 14 days post-purchase) to avoid the “I just bought this” annoyance that kills trust.

When unsubscribe rates spiked to 0.5% mid-2025, the response was segmentation refinement — not fewer sends. By late 2025, rates dropped to 0.2% while campaign volume actually increased.

Every collection drop followed a structured sequence: teaser, overview or first-day-notification, launch, post-launch, and follow-up. That’s three to five emails per launch, and with 50+ collection launches over the partnership, the playbook had to be consistent and efficient.

Campaigns were A/B tested continuously — CTA colors, content length, send times, GIF versus static hero images. Send time testing landed on 2:30 PM Mountain as the consistent winner. Sale events got tiered offers: 20% off for existing purchasers, 30% off for non-purchasers and first-time BFCM buyers. Welcome flow profiles were suppressed from campaign sends to prevent overlap.

When every email is a product launch, the list tunes out. A preference center with snooze functionality (30-day pause option) gave subscribers control. Campaign content diversified beyond product drops: founder letters, lifestyle content, style inspiration, and loyalty program nudges broke up the cadence without reducing touch frequency.

Point expiry campaigns through the Rivo loyalty integration (migrated from LoyaltyLion during the partnership) added urgency without discounting — a critical lever for a premium brand averaging $167 AOV.

• $4.9M+ combined email-attributed revenue (March 2025 – February 2026)
• $2.4M+ from campaigns across 100+ sends
• $2.5M+ from automated flows
• $950K+ from BFCM 2025 campaigns alone (18+ sends over 3 weeks)
• $375K+ from the April Birthday Sale (7 campaigns, strongest non-BFCM event)
• $167 average order value on campaigns

• $650K+ from abandoned checkout flows
• $500K+ from added-to-cart flows
• $250K+ from welcome series (with conditional SMS cross-sell logic)
• $220K+ from post-purchase flows
• $170K+ from browse abandonment
• $147K+ from predictive date-of-next-order automation

• 64.5% average campaign open rate
• 99.6% delivery rate
• 0.28% average unsubscribe rate (down from 0.5% peak)
• 0.39% bounce rate
• 30+ custom targeting segments active
• 10+ suppression segments protecting list health

• Predictive targeting via Black Crow AI deployed across all major abandonment flows
• Loyalty program migration (LoyaltyLion to Rivo) completed with point expiry flows preserved through BFCM
• Scalable launch playbook supporting 50+ collection drops without list degradation
• A/B testing embedded as standard operating procedure across every campaign type

If your brand lives and dies by product drops, your email infrastructure has to move at the same speed. Two launches a month is enough to build serious revenue — or enough to burn out your list entirely. The difference is in the architecture underneath.