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From Cold List to Record-Breaking Months
How Free The Roots used strategic lifecycle flows and segmentation to unlock 21× email revenue growth.
+21X
Increase in email revenue
(Within 3 months)
+400%
boost insite traffic
consistent
55%+
open rates& record-breaking revenue highs
About The Brand:
Beauty & Personal Care
Free The Roots is a natural skincare and haircare brand known for handmade, all-natural products and a mission centered on transparency, sustainability, and community-driven growth. Despite a strong social presence and passionate audience on Instagram and YouTube, their email strategy was underperforming, leaving significant revenue potential on the table.
Challenge:
When Free The Roots first reached out, their email efforts weren’t driving meaningful revenue or growth:
- They had only two basic flows (welcome and abandoned cart), generating limited monthly revenue.
- Few campaign sends led to poor deliverability — the account was effectively “cold.”
- Subscriber growth was stagnant due to a low-performing opt-in strategy.
- They were approaching the holiday peak season without an effective email engine.
Our Approach:
Deliverability & List Cleanup:
We conducted a full audit and cleaned out low-quality addresses to restore inbox performance.
Lifecycle Flows Expansion:
Lifecycle Flows Expansion:
Campaign Cadence & Creative:
Designed a consistent schedule of campaigns — including Black Friday-themed messages — to re-engage and convert different audience segments.
Segmentation & Re-Engagement:
Implemented targeted re-engagement offers for inactive and VIP subscribers to boost loyalty and repeat purchase behavior.
The Impact:
- 21× increase in email revenue (1433% ROI) in 3 months
- 400% increase in site traffic coming from email
- 55% open rates that outpaced industry norms
- Record-breaking revenue months as a result of optimized segmentation and timing
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Why It Worked:
- Strategic Timing: Aligning email flows with critical lifecycle and holiday moments amplified purchase intent.
- Restored Deliverability: Cleaning the list and improving sending frequency meant more emails landed in inboxes, not spam.
- Customer-First Messaging: Better targeting and personalized offers kept audiences engaged and triggered conversions.
- Holistic Lifecycle Optimization: From acquisition to re-engagement, every stage of the email journey was mapped and monetized effectively.
Sending Emails,But Not Seeing Results?
If email feels like an afterthought: inconsistent sends, low engagement, and minimal revenue impact... You’re not alone. Without a clear lifecycle strategy, even the most engaged audiences stop converting.
