Client: Xena Workwear (DTC Retail)

Primary Tools: Klaviyo, HTML/CSS, Litmus, Figma 

Executive Summary

Xena Workwear had a strong brand and engaged community, but email marketing leaned heavily on one-off campaign sends. Production took longer than it should have, lifecycle coverage was limited outside of promotions, and valuable behavioral data wasn’t being fully used. The team needed a CRM and email setup that could support growth, keep production manageable, and deliver a consistent experience across devices — especially mobile, where most customers were engaging.

My focus was on reducing manual effort while making emails more timely and relevant. That meant shifting from “send-based” thinking to lifecycle-based flows, without losing Xena’s voice or visual identity. I worked within Klaviyo to organize customer behavior into clear segments and triggers, then paired that logic with reusable email components designed for fast iteration.

Smarter Launch Messaging 

For limited product drops and collaborations, I moved away from broad blasts and toward trigger-based sends that reflected urgency and availability.

Emails were intentionally simple — one primary message, one clear call to action — and built with lightweight HTML so they loaded quickly even on slower mobile connections.

Lifecycle Nurture Beyond Promotions

To support long-term engagement, I helped build a multi-step nurture flow that introduced the brand’s mission and product benefits over time, rather than pushing for an immediate purchase.

Behavioral signals — such as product views and site engagement — determined which messages a subscriber received next. This allowed the brand to educate first, sell second.

As a result, open rates consistently stayed above 40%, well above retail benchmarks.

Mobile-First Conversion Design

For key campaigns, I developed modular email layouts that adapted cleanly across screen sizes.

A responsive grid layout allowed multiple products to display clearly on desktop while stacking naturally for mobile users. Every CTA was tracked individually, feeding performance data back into campaign and inventory planning.

Testing, QA & Deliverability

To ensure reliability at scale, every template was tested across major email clients and dark mode environments using Litmus. I also monitored HTML structure and engagement patterns to support deliverability and avoid spam filtering issues.

A/B testing focused on practical elements — subject lines, button placement, and layout hierarchy — helping improve click-through rates without overcomplicating production.

Measurable Impact 

Faster production cycles: Modular, reusable templates significantly reduced campaign build time and removed repetitive manual work from each send.

Stronger lifecycle coverage: Automated flows expanded email beyond promotions, supporting customers through onboarding, education, and repeat purchase moments.

Consistent engagement: Lifecycle emails maintained 40%+ open rates, outperforming typical retail benchmarks and signaling stronger message relevance.

Improved mobile conversion: Mobile-first layouts and clearer CTAs made emails easier to scan and act on, increasing engagement from on-the-go users.

Cleaner performance insights: UTM-tagged CTAs and structured reporting made it easier to understand which products and categories were driving interest and revenue.

By shifting Xena’s email program from one-off sends to a structured lifecycle system, email became a reliable growth channel instead of a production bottleneck—supporting both brand storytelling and day-to-day revenue goals without adding operational complexity.

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This case study highlights my approach to email marketing in a retail environment where brand voice, speed, and mobile experience matter. By building reusable templates and automated lifecycle flows, the team was able to move faster without sacrificing quality or connection to their audience. I focus on creating email systems that support both creative storytelling and day-to-day execution, helping teams shift from reactive campaign sends to a more balanced, sustainable lifecycle strategy.  Let’s connect on LinkedIn to discuss how we can optimize your MarTech stack and lifecycle operations to support your team's next stage of scale.