More useful customer data. More relevant email journeys.
Henryka's sign-up form collected email and SMS details together, while subscriber information sat across separate lists. We rebuilt the capture process and connected it to welcome, abandonment and repeat-purchase emails.
Data capture, segmentation and flows
Sign-up
Customer information
Segments
Organised subscriber lists
Flows
Behaviour-led emails
Where it hurt
The sign-up form appeared to returning visitors as well as new ones, asked for email and SMS details in the same step, and gave people little reason to subscribe.
Separate lists made it harder to choose who should receive each campaign. The automated journeys also needed more than the existing short welcome sequence.
What we saw
The work started before the first email. We needed a clearer sign-up process and one subscriber database, with segments based on engagement and interests. That would give each automated journey a more useful starting point.
What we did, and why
- 1
Rework the sign-up
We limited the form to new visitors, added a clear incentive and separated email and SMS consent. We also rewrote the form copy to reflect Henryka's brand.
- 2
Bring the lists together
We consolidated the separate lists into one database and built segments around engagement and customer interests, so campaigns could go to the most relevant subscribers.
- 3
Build the follow-up
We extended the welcome series to tell Henryka's story, added abandonment emails and developed repeat-purchase nurture and bounceback flows.
What changed
Henryka had one main subscriber database, with campaigns selected by engagement and interests. New subscribers entered a longer welcome journey, while abandonment and repeat-purchase flows covered later points in the buying journey.
Our campaign support covered image sizes, layout consistency, alt text and links, including checks for clipped emails.
The Email Marketing work.
For brands like yours
A welcome email, an unfinished purchase and a repeat order call for different follow-up. Henryka's rebuild connected those moments to the customer information collected at sign-up.
Book a 20-minute call.
Tell us which part of this looks like your business, and what's different.