Embedded Files
What Arlo Skye's Email System Is Costing Them - And How to Fix It
What Arlo Skye's Email System Is Costing Them - And How to Fix It
Company: Arlo Skye
Industry: Premium Travel & Luggage
Project Type: Self-Initiated Case Study
Audit Period: May 2026
Overview
Overview
Arlo Skye is a premium luggage and travel brand known for combining modern design with functional travel products.
As part of my email marketing practice, I conducted a customer journey audit to identify opportunities within their lifecycle email marketing system and develop strategic recommendations.
Audit Objective
Audit Objective
Evaluate the customer journey from email sign-up through purchase intent and identify opportunities to improve.
Scope:
Website Experience
Email Capture Form
Abandoned Cart/Checkout Flow
Promotional Email Activity
Brand & Design Consistency
Revenue Recovery
Methodology
Methodology
To understand the customer experience, I:
✓ Visited the website as a new customer
✓ Subscribed through the email capture form
✓ Analyzed the sign-up experience
✓ Added products to cart
✓ Initiated checkout
✓ Monitored follow-up email activity
✓ Reviewed received emails
✓ Evaluated design consistency & messaging
✓ Estimated revenue opportunities using traffic benchmarks
Executive Summary
Executive Summary
Key Findings
Key Findings
Existing Strengths
✅ Existing welcome email sequence
✅ Strong premium brand positioning
✅ High-quality product photography
✅ Consistent website experience
Key Opportunities
⚠️ No abandoned cart/checkout sequence observed
⚠️ Email design does not fully reflect premium website experience
⚠️ Pop-up experience feels discount-focused rather than luxury-focused
⚠️ No promotional campaign activity observed during audit period
Potential Business Impact
Potential Business Impact
Estimated ~$38,000 - $76,000/month in recoverable revenue from abandoned cart automation alone, based on Similarweb traffic data and Klaviyo benchmarks.
Customer Journey Analysis
Customer Journey Analysis
Revenue Opportunity Analysis
Revenue Opportunity Analysis
Assumptions
Assumptions
Traffic estimates sourced from Similarweb.
Industry benchmark assumptions were used for:
Add-to-cart rate: 7% (7-12%)
Cart abandonment rate: 80% (70-80%)
Email recovery rate: 5% (5-10%)
Average order value: ~$400
Revenue Recovery Estimate
Revenue Recovery Estimate
Audit Findings
Audit Findings
Finding No. 1 - Missing Abandoned Cart Recovery Flow
Finding No. 1 - Missing Abandoned Cart Recovery Flow
Observation:
After adding a product to cart and leaving the site, no abandoned cart emails were received.
Recommendation:
Implement a three-email abandoned cart sequence.
Email 1 - Reminder
Email 2 - Product Benefits
Email 3 - Urgency & Social Proof
Potential Impact:
Cart abandonment represents one of the highest-intent stages in e-commerce.
Without recovery emails, potential revenue may be left uncaptured.
Flow Strategy
Proposed Abandoned Cart Email
Finding No. 2 - Existing Welcome Flow
Finding No. 2 - Existing Welcome Flow
Observation:
The welcome emails deliver valuable information but do not fully align with the premium visual experience presented on the website.
Recommendation:
Align email design with:
Website typography
Visual hierarchy
Product presentation
Luxury brand aesthetics
Existing Welcome Email
Existing Welcome Email
Flow Strategy
Flow Strategy
Redesigned Welcome Email
Redesigned Welcome Email
Finding No. 3 - Pop-Up Experience Misaligned with Premium Brand Positioning
Finding No. 3 - Pop-Up Experience Misaligned with Premium Brand Positioning
Observation:
The sign-up form relied heavily on discount-led messaging.
For a premium brand, this may weaken exclusivity and perceived value.
Recommendation:
Introduce a two-step premium-focused capture experience:
Travel identity segmentation
Preference collection
Discount revealed after engagement
Current Pop-Up
Current Pop-Up
Redesgined Pop-Up
Redesgined Pop-Up
Recommended Priorities
Recommended Priorities
❗️Priority 1
❗️Priority 1
Launch Abandoned Cart & Checkout Flow
Expected Outcome:
Recover lost revenue from cart & checkout page abandoners.
❗️Priority 2
❗️Priority 2
Redesign Welcome Flow
Expected Outcome:
Improve conversion from subscriber to first-time buyer.
❗️Priority 3
❗️Priority 3
Optimize Email Capture Experience
Expected Outcome:
Increase lead quality while maintaining premium brand perception.
My Approach
My Approach
This project was not a redesign exercise.
I approached this project as a lifecycle marketing audit with the goal of identifying opportunities to improve customer experience and revenue capture.
1. Observe
I experienced the customer journey firsthand by subscribing to the email list, browsing products, adding items to cart, and initiating checkout.
2. Analyze
I evaluated each touchpoint for:
Customer experience
Brand consistency
Conversion opportunities
Lifecycle coverage
Revenue impact
3. Identify Gaps
I mapped the existing customer journey and identified areas where automation, messaging, or design improvements could improve performance.
4. Develop Solutions
Each recommendation was designed to address a specific business problem rather than simply improve visual appearance.
5. Estimate Impact
Using publicly available traffic data and industry benchmarks, I modeled the potential revenue opportunity associated with each recommendation.
Tools Used
Tools Used
Figma
Designed email mockups, flow strategy diagram, and journey audit visuals
Klaviyo
Architected abandoned cart and welcome flow logic - triggers, timing, and branching strategy - based on platform best practices.
SimilarWeb
Sourced monthly traffic estimates used as the baseline for revenue opportunity
Notion
Managed project documentation, structured case study content
Conclusion
Conclusion
This audit identified four gaps in Arlo Skye's lifecycle email system, each one a point where customer interest exists but no infrastructure exists to capture it.
The most urgent is abandoned cart and checkout recovery where customers who reach the checkout page are the highest-intent visitors in the entire funnel. Right now, every one of them who leaves does so in silence without follow-up - no recovery and second chance.
Based on current traffic estimates, that silence is costing an estimated $38,000 - $76,000 every month.
The welcome series misalignment and pop-up experience compound this further, weakening the brand impression at the exact moments it should be strongest.
The infrastructure to fix this is not complex. A three-email abandoned cart sequence, a brand-aligned welcome flow, and a refined opt-in experience can be built and live within weeks. These are not experimental guess but are proven retention systems that leading DTC brands treat as non-negotiable.
Skills Demonstrated
Skills Demonstrated
Strategy
Customer Journey Mapping
Lifecycle Marketing
Conversion Optimization
Retention Marketing
Analysis
Brand Evaluation & Positioning
Opportunity Assessment
Revenue Modeling
Customer Experience Review
Execution
Email Design
Email Copywriting
Figma
Klaviyo Logic & Architecture
Disclaimer. This project was completed independently and is not affiliated with Arlo Skye.
Page updated
Google Sites
Report abuse