NINEFOOT STUDIO
Premium surfear crafted from recycled materials and inspired by Bali craftsmanship.
NINEFOOT STUDIO partnered to transform retention into a core growth channel — building a Klaviyo ecosystem designed around how modern water women discover, buy and live with the brand. The result was a connected lifecycle strategy combining automation, segmentation and community-driven storytelling to increase loyalty and long-term customer value.
PROJECT OVERVIEW.
The Challenge
Despite a strong brand identity and an engaged Instagram community, customer retention relied mainly on occasional newsletters and organic affinity. Without a structured lifecycle strategy, customers experienced the brand only at the point of purchase, limiting repeat purchases, personalization and long-term customer value.
The Strategy
Rather than increasing email volume, we redesigned the customer lifecycle around behavioural intent. Each touchpoint was built to solve a specific business objective—from converting new subscribers and recovering lost sales to increasing repeat purchases and strengthening customer loyalty through personalised communication.
Every lifecycle decision was designed to drive measurable business outcomes, not simply increase email activity.
Open Rate
CTR
Revenue per Recipient
Conversion Rate
Repeat Purchase Rate
Unsubscribe Rate
CRM strategy.
Segmentation
- Behavioural & lifecycle segmentation
- Purchase stage & customer value
- Engagement-based audiences
- Personalized customer journeys
Automation
- End-to-end lifecycle flows
- Timely & relevant communication
- Retention & loyalty programs
- Automated customer experiences
Campaigns
- Editorial content calendar
- Product launches & storytelling
- Educational & community content
- Campaigns aligned with lifecycle
Data & Optimization
- KPI monitoring & reporting
- A/B testing & experimentation
- Deliverability & list health
- Continuous performance optimization
FLOW ARCHITECTURE exploration.
GOAL
Convert new subscribers into first-time customers.
STRATEGIC DECISIONS
- Build trust before introducing stronger purchase incentives.
- Guide subscribers from brand discovery to first purchase.
- Behavioral splits adapt the journey based on engagement.
- Preference data fuels future personalization and segmentation.
- Purchase exits prevent redundant onboarding communications.
- Progressive messaging reduces reliance on discount-driven conversion.
EMAIL JOURNEY
WF01 · Immediately
Welcome! Here's 10% off your first order.
GOAL
Recover engaged visitors who viewed products.
STRATEGIC DECISIONS
- Build trust before introducing stronger purchase incentives.
- Guide subscribers from brand discovery to first purchase.
- Behavioral splits adapt the journey based on engagement.
- Preference data fuels future personalization and segmentation.
- Purchase exits prevent redundant onboarding communications.
- Progressive messaging reduces reliance on discount-driven conversion.
EMAIL JOURNEY
BA01 · 1 hour later
Still thinking about it?
A/B TestLifestyle Hero vs. Product-First Hero
GOAL
Recover customers who added products to cart.
STRATEGIC DECISIONS
- Build trust before introducing stronger purchase incentives.
- Guide subscribers from brand discovery to first purchase.
- Behavioral splits adapt the journey based on engagement.
- Preference data fuels future personalization and segmentation.
- Purchase exits prevent redundant onboarding communications.
- Progressive messaging reduces reliance on discount-driven conversion.
EMAIL JOURNEY
AC01 · 1 hour later
Your surf set is waiting.
GOAL
Increase retention and repeat purchases.
STRATEGIC DECISIONS
- Build trust before introducing stronger purchase incentives.
- Guide subscribers from brand discovery to first purchase.
- Behavioral splits adapt the journey based on engagement.
- Preference data fuels future personalization and segmentation.
- Purchase exits prevent redundant onboarding communications.
- Progressive messaging reduces reliance on discount-driven conversion.
EMAIL JOURNEY
PP01 · Immediately
Thank you for choosing Ninefoot.
GOAL
Re-activate past customers who have gone quiet.
STRATEGIC DECISIONS
- Build trust before introducing stronger purchase incentives.
- Guide subscribers from brand discovery to first purchase.
- Behavioral splits adapt the journey based on engagement.
- Preference data fuels future personalization and segmentation.
- Purchase exits prevent redundant onboarding communications.
- Progressive messaging reduces reliance on discount-driven conversion.
EMAIL JOURNEY
WB01 · 60 days inactive
It's been a while...
GOAL
Notify subscribers when an out-of-stock item they wanted is available again.
STRATEGIC DECISIONS
- Immediate notifications capture purchase intent while interest is highest.
- Inventory checks ensure every reminder is relevant and actionable.
- Scarcity messaging reinforces the value of limited production.
- A short sequence creates urgency without overwhelming subscribers.
- Product-specific alerts deliver highly relevant communication.
- Repeat notifications support future purchase intent without fatigue.
EMAIL JOURNEY
BS01 · Immediately
It's back — before it's gone again.
GOAL
Reward high-value customers with early access and exclusivity.
STRATEGIC DECISIONS
- Exclusive experiences reward loyalty beyond transactional benefits.
- Founder storytelling strengthens emotional connections with the brand.
- Early access reinforces the value of VIP membership.
- Personalized communication reflects customer value and loyalty.
- Exclusive launches create anticipation and repeat engagement.
- Long-term loyalty initiatives increase customer lifetime value.
EMAIL JOURNEY
VIP01 · 1 day later
Welcome to the Water Woman Circle
GOAL
Cleanly re-engage or remove subscribers with no recent activity.
STRATEGIC DECISIONS
- Re-engagement starts before subscribers become fully inactive.
- Value-driven content encourages customers to reconnect naturally.
- Preference updates improve future relevance and personalization.
- Engagement signals determine continued lifecycle communication.
- Inactive subscribers are removed to protect deliverability.
- A healthier audience improves long-term CRM performance.
EMAIL JOURNEY
SF01 · 180 days unengaged
Do you still want to hear from us?
performance.
CRM results — first 6 months
Flow Revenue
Open Rate
CTR
Repeat Purchase
Customer LTV
Deliverability
Revenue Contribution
- Welcome Series37%
- Abandoned Cart29%
- Post Purchase18%
- VIP10%
- Other Flows6%
Customer Journey
- 32KSubscribers
- 4.8KFirst Purchases
- 1.3KRepeat Purchases
- 410VIP Customers
CRM Transformation
- Complete lifecycle strategy implemented
- 8 automated customer journeys launched
- Behavioural segmentation introduced
- Editorial campaign calendar established
- Continuous A/B testing framework
- Scalable CRM infrastructure
Revenue
Automated flows became the primary retention channel, reducing dependence on promotional campaigns.
Retention
Lifecycle automation increased repeat purchases through relevant customer experiences.
Personalization
Behavioural segmentation improved message relevance across every stage of the customer journey.
Next Step
Expand predictive retention and personalized product recommendations to further increase Customer Lifetime Value.