MARIA.MUÑOZ
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NINEFOOT STUDIO

Premium Surfwear crafted from recycled materials and inspired by Bali craftsmanship.

www.ninefootstudio.com ↗

TURNING CUSTOMER FRICTION INTO LIFECYCLE OPPORTUNITIES.

NINEFOOT STUDIO

The Challenge

  • FIT WAS HARD TO CHOOSEShoppers couldn't tell which piece matched their way of surfing.

  • HARD TO BUILD TRUSTExchange-only returns and limited reviews increased purchase risk.

  • THE RELATIONSHIP STOPPED There was no lifecycle after the first order.

The Strategy

  • GUIDE FIT BY COVERAGE Help shoppers choose with confidence before they buy.

  • BUILD CONFIDENCE THROUGH PROOF Use the founder's story and real customer reviews.

  • TURN FIRST ORDERS INTO REPEAT PURCHASES Build the relationship beyond the first sale.

Value Proposition

Choose with confidence. Trust what you buy. Perform without compromising femininity.

What I Built

FLOW ARCHITECTURE exploration.

GOAL

Convert new subscribers into first-time customers.

STRATEGIC DECISIONS

  • WF01's 10% offer opens the relationship; WF03's founder story builds trust.
  • WF04 adapts to engagement, resolving fit doubts or reinforcing brand fit.
  • Behavioral splits personalize the journey instead of treating every subscriber the same.
  • Preference and engagement data inform later lifecycle segmentation.
  • Purchase exits stop the flow when a subscriber converts.
  • WF05 reinforces the welcome code once, limiting discount dependency.

EMAIL JOURNEY

WF01 · Immediately

Welcome! Here's 10% off your first order.

WELCOME TO NINEFOOT email design

GOAL

Recover engaged visitors who viewed products.

STRATEGIC DECISIONS

  • Lower intent calls for inspiration over transactional messaging.
  • BA01 tests lifestyle versus product imagery to optimize re-engagement.
  • BA02 uses community and social proof to offset limited reviews.
  • A short three-email arc avoids over-messaging low-intent visitors.
  • No discount before BA03 protects margin on lower-intent traffic.
  • Engagement signals inform segmentation across the broader lifecycle.

EMAIL JOURNEY

BA01 · 1 hour later

Still thinking about it?

Variant
Lifestyle Hero
STILL THINKING ABOUT IT? email design — Variant A

A/B TestLifestyle Hero vs. Product-First Hero

GOAL

Recover customers who added products to cart.

STRATEGIC DECISIONS

  • Higher intent justifies a faster first touch in AC01.
  • AC02 tests durability and fit confidence to address purchase barriers.
  • AC03 introduces urgency only after two trust-building touches.
  • Purchase exits stop the flow immediately after checkout.
  • Incentives appear last in AC03 to protect margin.
  • The flow addresses fit and sizing uncertainty as the primary blocker.

EMAIL JOURNEY

AC01 · 1 hour later

Your surf set is waiting.

YOU LEFT SOMETHING BEHIND email design

GOAL

Increase retention and repeat purchases.

STRATEGIC DECISIONS

  • The goal shifts from conversion to deepening the customer relationship.
  • PP02's care content helps reduce fit- and quality-related returns.
  • PP03's production storytelling reinforces the value of the purchase.
  • PP04/PP05 routes engaged customers to referrals and others to reviews.
  • Review requests address the brand's limited on-site social proof.
  • Timing follows product-experience windows, not a generic cadence.

EMAIL JOURNEY

PP01 · Immediately

Thank you for choosing Ninefoot.

THANK YOU email design

GOAL

Re-activate past customers who have gone quiet.

STRATEGIC DECISIONS

  • The 60-day threshold avoids targeting customers between normal purchases.
  • WB01 leads with value, testing organic re-engagement before discounts.
  • WB02's surf-specific content offers a reason to reconnect beyond price.
  • WB03 is the final reactivation attempt before Sunset.
  • Incentives escalate only after softer messaging fails.
  • Responses and silence feed downstream suppression logic.

EMAIL JOURNEY

WB01 · 60 days inactive

It's been a while...

WE MISS YOU email design

GOAL

Notify subscribers when an out-of-stock item they wanted is available again.

STRATEGIC DECISIONS

  • BS01 fires immediately, capturing interest at its peak.
  • Inventory checks ensure every stock promise is accurate.
  • BS02 uses scarcity to reinforce the value of limited production.
  • A two-email sequence creates urgency without over-messaging.
  • Product-specific alerts keep messages relevant to the original interest.
  • Repeated restocks can re-trigger the flow without subscriber fatigue.

EMAIL JOURNEY

BS01 · Immediately

It's back — before it's gone again.

YOUR FAVORITE IS BACK email design

GOAL

Reward high-value customers with early access and exclusivity.

STRATEGIC DECISIONS

  • Threshold-based entry rewards demonstrated loyalty.
  • VIP01 leads with belonging before introducing tangible perks.
  • VIP02 combines founder storytelling with exclusive Bali access.
  • Early launch access reinforces the value of VIP status.
  • Recognition reflects customer value, not a generic loyalty tier.
  • Ongoing engagement keeps top customers out of Winback.

EMAIL JOURNEY

VIP01 · 1 day later

Welcome to the Water Woman Circle

WELCOME TO THE WATER email design

GOAL

Cleanly re-engage or remove subscribers with no recent activity.

STRATEGIC DECISIONS

  • The 180-day threshold gives winback attempts time to work.
  • SF01 asks about preferences instead of assuming disinterest.
  • SF02 closes the loop rather than leaving subscribers in limbo.
  • Preference updates improve targeting for remaining subscribers.
  • Non-responders are suppressed to protect sender reputation.
  • A smaller, more engaged list is the deliberate trade-off.

EMAIL JOURNEY

SF01 · 180 days unengaged

Do you still want to hear from us?

STILL WITH US? email design

PROJECTED IMPACT.

EXPECTED BENCHMARKS

40-45%

OPEN RATE

5-8%

CLICK RATE (CTR)

3-5%

CONVERSION RATE

<0.1%

SPAM / DELIVERABILITY

ESTIMATED IMPACT

Revenue via Email/SMS

~15-18%→~25-30%

Repeat Purchase Rate

~10-12%→~20-25%

LTV

$140→$220

AOV

$110→$135

STRATEGIC ROADMAP.

Growth doesn't stop at strategy. This roadmap shows how the relationship evolves over 12 months — from fixing the foundations and unlocking quick wins to building a scalable retention program.

01

Short Term

0–3 months

Quick wins

  • Authenticate sending domain (CNAME/DKIM)
  • Fix Welcome flow and double opt-in
  • Launch coverage-based segmentation
02

Medium Term

3–6 months

Data-driven optimization

  • Ongoing experimentation across subject lines, CTAs and incentives
  • Refine Post-Purchase and Winback based on performance data
  • Iterate segmentation based on customer behavior
03

Long Term

6–12 months

Scaling & advanced retention

  • Mature the VIP program
  • Evaluate SMS based on pilot performance
  • Sunset inactive profiles to protect long-term deliverability

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NINEFOOT STUDIO

Premium Surfwear crafted from recycled materials and inspired by Bali craftsmanship.