The state we walked in to
Kingston Shaver sells essentially one product, to a niche community. Store traffic was softening and customer acquisition costs were creeping up. With one SKU, every churned customer is a real loss.
What we did
- Built custom flows for each stage of the customer journey, not one welcome blast.
- A/B tested every flow continuously — copy, design, timing, segmentation.
- Shifted strategy from acquisition-led to retention and replenishment: keep the customers we have buying again.
Result
Within the year: campaign revenue lifted +272%, store-wide conversion rose +75%, and email’s share of total revenue settled at 41%. Open rates averaged 35%, clicks 3% — both well above category norms.