Building a high-revenue email channel for a beloved leather earring brand.
The Brand
Nickel & Suede makes lightweight leather earrings handcrafted in the USA — a brand with a loyal community of women who've been wearing N&S as their everyday go-to for years.
The Challenge
Email existed but was mostly campaign-driven around new launches and sales events. The substantial existing list wasn't being monetized through automation, and revenue was not reflecting the true size and engagement of the customer base.
Our Approach
We built a full automation suite: an elevated welcome series with styling tips and a collection quiz, a sophisticated winback flow with style persona segmentation, and a VIP tier program for top spenders with exclusive early-access communications.
The Results
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