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The brand was leaving both revenue and customer relationship opportunities unrealized. Key lifecycle flows and campaign strategy required optimization. Although the email program was managed in-house, bandwidth limitations resulted in inconsistent sends, missed opportunities, and suboptimal performance.

Over the course of the year, email-attributed revenue steadily increased. Below is a month-by-month breakdown:

• March: 18.65%
  
• April: 25.73%
  
• May: 37.56%
  
• June: 29.02%
  
• July: 35.92%
  
• August: 39.58%
  
• September: 34.62%
  
• October: 30.13%
  
• November: 38.67%
  

A significant portion of this growth was driven by the introduction of an incentive within the Welcome Series. Additionally, we shifted campaign strategy toward more education-led content, aligning closely with how Gantri’s audience evaluates design, craftsmanship, and brand values.

What We Implemented

• Established a consistent email campaign cadence, replacing the prior ad hoc approach that relied heavily on resending older campaigns.
  
  
• Increased send frequency to 2–3 campaigns per week for a highly engaged audience, then expanded reach over time (previous engagement window was 270 days).
  
  
• Refocused messaging around Gantri’s core differentiators, including:
  
  • Designer stories and spotlight features
    
  • Product reviews for social proof
    
  • Awards and media coverage to build authority
    
• Revamped the pop-up and Welcome Series, introducing a 10% incentive.
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• Built and optimized essential lifecycle automations, including:
  
  • Browse Abandonment
    
  • Site Abandonment
    
  • Cart Abandonment
    
  • Checkout Abandonment
    
  • Winback
    
  • New Customer Post-Purchase (initially designed to reduce buyer’s remorse and educate new customers, while also driving incremental revenue)