Case study — Email & Lifecycle Growth
Kindred
Turning an activewear brand’s customer base into a revenue engine with email and lifecycle flows — nearly a third of revenue from one channel.
Overview
The project at a glance
- Activewear label with a loyal customer base and an underused email list
- Lifecycle email programme built around behaviour and the customer journey
- Email now drives 31% of revenue
- Repeat purchase rate up 24%
What we did
A channel that pays for itself
Kindred had thousands of email subscribers and almost no plan for them. We built a lifecycle programme that met customers at every stage — welcome journeys for new sign-ups, abandoned-basket nudges at the right moment, win-back flows for lapsed buyers, and smart product recommendations for those who’d already bought.
We segmented the list by behaviour and purchase history so every message felt personal, tracked each flow to revenue, and kept iterating on what worked. Email went from an afterthought to the brand’s most profitable channel.
Why we did it
Project goals
- Use what they had — turn a big email list into revenue
- Make it personal — segment and speak to how customers actually behave
- Win customers back — recover abandoned baskets and lapsed buyers
- Grow repeat business — turn one-time buyers into a loyal base
Results
What changed
31%
Revenue from email
+24%
Repeat purchase rate
5.2×
Email ROI
6 mo
To build the programme
The brand now has an owned channel that works for it every month. Email drives 31% of revenue at a 5.2× return, and repeat purchase is up 24% as the flows turn first-time buyers into customers who come back.
What the client said
In their words
We had the list and no idea what to do with it. Now email pays for the whole marketing team and then some — it’s the first thing we look at each month.
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