Insight
New email subscribers (Enquirers) were signing up out of curiosity, but only 4% made a purchase within the first three months. After this critical period, engagement and conversion rates dropped sharply. Generic, repetitive emails led to more unsubscribes than conversions, missing the chance to build brand loyalty through storytelling.

Strategy
By analysing campaign performance and subscriber behaviour, I uncovered a key opportunity: personalisation was the missing link between curiosity and commitment. I designed a dynamic segmentation model that scored Enquirers based on digital behaviour, refreshing every three months for precise targeting. This fed into a new three-phase communication strategy: 

 

1. Educate & Inspire: An onboarding journey introduced the brand’s heritage, craftsmanship and product stories to drive emotional connection and early conversions. 

2. Personalise & Convert: Enquirers received tailored BAU emails based on their inferred preferences, tested through product category engagement and A/B tests of copy, imagery and content. 

3. Reignite Interest: A reactivation journey gave disengaged Enquirers a final push to return and purchase.

​Impact

The strategy not only enhanced the customer experience but also proved the value of data-driven personalisation. With full client buy-in, this work led to four new projects for RAPP, expanding the agency’s role in shaping the brand’s CRM approach.