+156% Repeat Orders in 60 Days
How an outdoor apparel retailer transformed their customer retention from industry worst to industry best
The Challenge
Starting Point: A Retention Crisis
- •$8M fashion brand with only 12% repeat purchase rate (industry average: 27%)
- •Email contributing just 8% of revenue despite 45,000 subscriber list
- •No post-purchase communication beyond order confirmations
- •Generic email blasts with 11% open rates
- •Customer lifetime value declining quarter over quarter
This outdoor apparel retailer had built a successful $8M business on the strength of their product—premium waterproof footwear loved by farmers, equestrians, and outdoor workers. But they had a massive problem: customers would buy once and never return.
With rising customer acquisition costs and Facebook iOS changes crushing their paid media returns, they needed to maximize the value of existing customers. But with no retention strategy and broken email marketing, they were leaving millions on the table.
Our Solution
- ✓Klaviyo migration from Mailchimp
- ✓Customer data cleanup and segmentation
- ✓Welcome series design (5 emails)
- ✓Abandoned cart sequence (3 emails + SMS)
- ✓Post-purchase flow (education + cross-sell)
- ✓Browse abandonment triggers
- ✓Product review requests
- ✓Birthday and anniversary campaigns
- ✓RFM segmentation (Recency, Frequency, Monetary)
- ✓VIP customer identification and perks
- ✓Product affinity segments
- ✓Geographic and seasonal targeting
- ✓Win-back campaigns for lapsed customers
- ✓Loyalty program integration
- ✓Predictive analytics setup
- ✓A/B testing framework
The Secret Sauce: Behavioral Triggers
Instead of batch-and-blast emails, we created 23 behavioral triggers based on customer actions. Someone views work boots 3 times? They get work boot content. Someone's in a rainy region during storm season? They see waterproofing tips. This hyper-personalization drove our 340% revenue increase.
The Results
Email Performance
- Open Rate:11% → 42%
- Click Rate:1.2% → 8.7%
- Email Revenue:8% → 35% of total
- Revenue/Email:+340%
Customer Metrics
- Repeat Rate:12% → 31%
- AOV (Repeat):$127 → $168
- Customer LTV:+89%
- 60-Day Revenue:+$428K
Automated Flows Created
Of Revenue Now Automated
ROI in First 60 Days
Client Testimonial
"We knew email was important but had no idea it could drive this much revenue. The team didn't just set up some flows—they transformed how we think about customer relationships. That 156% increase in repeat orders? That's real money that goes straight to our bottom line."
— Marketing Director, Outdoor Apparel Retailer
Key Takeaways
Email Isn't Dead
With the right strategy, email can drive 30-40% of total revenue. It's not about sending more emails—it's about sending the right emails to the right people at the right time.
Segmentation is Everything
Generic blasts get generic results. By segmenting based on behavior, preferences, and purchase history, we 4x'd engagement rates.
Speed Matters
Transform retention fast. No 6-month roadmaps, no endless strategy sessions. Just rapid implementation and continuous optimization.
The Retention Playbook We Used:
- ✓Welcome series that educates and builds brand affinity
- ✓Abandoned cart recovery with escalating incentives
- ✓Post-purchase flows that drive second purchases
- ✓VIP treatment for high-value customers
- ✓Win-back campaigns for lapsed buyers
- ✓Behavioral triggers based on site activity
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