How Harlow & Reed Turned Email Into Their #1 Revenue Channel.

We started from the ground up. Not because the list was unsalvageable — but because a patchwork fix wasn't going to deliver the results the business actually needed.

Step 1: List Rebuild and Re-engagement

We ran a 3-email re-engagement campaign to the inactive segment before cleaning the list. Subject lines like "We're not going to keep bothering you — but we wanted to try one more time" generated a 14% re-engagement rate among subscribers who hadn't opened anything in months. Those who remained unresponsive were removed. The list dropped to approximately 4,800 — but it was now a list of real people who actually wanted to hear from Harlow & Reed.

Step 2: Segmentation Architecture

We built four core segments: new subscribers (under 30 days, no purchase), active buyers (purchased in the last 90 days), lapsed buyers (purchased but no activity in 90+ days), and high-value customers (two or more purchases or lifetime value above $150). Each segment received different messaging, different cadence, and different offers. No more one-size-fits-all blasts.

Step 3: Automated Flow Build-Out

We built five core automation sequences that now run 24 hours a day without any manual input.

The welcome sequence — five emails over nine days — introduced new subscribers to the brand story, the sourcing philosophy, and the people behind the products. It ended with a soft 10% offer, not as a bribe, but as a thank you. This sequence alone converted at 19%.

The abandoned cart flow — three emails over 48 hours — recovered customers who had added items and disappeared. The first email assumed a technical issue. The second reminded them of what they had left behind with lifestyle imagery. The third offered free shipping. Recovery rate hit 26%.

The post-purchase flow turned one-time buyers into returning customers. After a first purchase, subscribers received a care guide for their product, a curated "pairs well with" recommendation email, and a loyalty-reward offer at the 30-day mark. Repeat purchase rate among customers who entered this flow reached 34%.

The win-back sequence targeted lapsed buyers with a "We've missed you" campaign that highlighted new arrivals and offered a time-sensitive discount. It reactivated 18% of customers who had been inactive for over 120 days.

The VIP flow recognised high-value customers with early access to new collections, handwritten-style notes from Claire, and exclusive offers never sent to the general list. This segment became the single highest-revenue group in the entire database.

Step 4: Campaign Cadence and Copy

We moved away from random promotional blasts and established a structured weekly rhythm: one value-led email (styling guides, care tips, behind-the-scenes content) and one commercial email (promotions, new arrivals, seasonal offers). The ratio shifted from 100% promotional to roughly 60/40. Open rates responded immediately.