Fashion E-commerce | Premium lingerie brand
Zhilyova
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ROAS
4.9+
Email Retention
30%
advertising budget
monthly
monthly
$10–15K
Local Business | Meta + Google
Zhilyova
Keep scrolling to see how we achieved this result
ROAS
4.9+
Email Retention
30%
advertising budget
monthly
monthly
$10–15K
About the client
Zhilyova is a premium Ukrainian lingerie brand sold in Europe, the US, and Asia. With a stable advertising budget of $10–15K/month and a ROAS of 4.9+, the brand had a strong system for attracting customers through advertising, but email marketing was hardly used. The database had accumulated 15,000 contacts that were not generating revenue and were simply lost. The task was to “revive” the database, build systematic email chains, and turn email into a sales and retention channel.
Goals and objectives
#1
Revive a database of 15,000 customers
Revive a database of 15,000 customers
#2
Set up automations and email chains
Set up automations and email chains
#3
Increase the share of retention in total revenue
Increase the share of retention in total revenue
#4
Make email a stable channel of revenue
Make email a stable channel of revenue
What we did
Conducted an audit of the database and domain, complete technical configuration (SPF, DKIM, DMARC)
Cleaned the database of inactive contacts
Set up automations: Welcome Flow, Abandoned Cart, Customer Reactivation
Prepared seasonal and evergreen templates, regular mailings 6–8 times a month
Launched special promotional campaigns for Black Friday, New Year, and seasonal discounts
Segmented the audience (RFM analysis, activity, order frequency) and created personalized offers
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Creatives and approaches
Results
Within three months, email was generating 30% of the brand's total revenue.
Each email generated between $500 and $10,000 in revenue. The client received a comprehensive retention marketing system that works in conjunction with advertising and ensures stable growth in LTV and repeat purchases.
Each email generated between $500 and $10,000 in revenue. The client received a comprehensive retention marketing system that works in conjunction with advertising and ensures stable growth in LTV and repeat purchases.
E-mail Retention
LTV
Average customer lifetime
- 30% of revenue
was 10% - $450–500 (+80%)
was ~$250–300 - 3–4 purchases per year
No purchases
LTV
E-mail Retention
Average customer lifetime
было 0
было ~$250–300
30% от выручки
$450–500 (+80%)
3–4 покупки в год
No purchases
“
In the fashion segment, email is not just an “addition” to advertising. It is the key to retaining and growing profits: the stronger the segmentation and personalization, the higher the conversion rate and average check.
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