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 engaged Instagram community, retention relied mainly on occasional newsletters and organic affinity. There was little lifecycle infrastructure in place, meaning customers experienced the brand only at the moment of purchase, with limited follow-up, personalization or reasons to return.
The Strategy
We designed a retention-first ecosystem that treated email as an extension of the brand experience. Through lifecycle flows, behavioral segmentation and editorial storytelling, we transformed email into a channel for education, community and repeat revenue — building loyalty around identity, not discounts.
Open Rate
CTR
Revenue per Recipient
Conversion Rate
Repeat Purchase Rate
Unsubscribe Rate
AUDIENCE strategy.
| Segment | Entry Criteria | Primary Goal | CRM Strategy |
|---|---|---|---|
| New Subscribers | Joined the email list | Convert first purchase | Educational onboarding with founder story, product education and welcome incentive. |
| First-Time Buyers | Placed first order | Drive second purchase | Product onboarding, care guides, styling inspiration and personalized product recommendations. |
| Repeat Customers | Placed 2+ orders | Increase Customer Lifetime Value | New arrivals, cross-sell recommendations and loyalty-focused communication. |
| VIP Customers | High spend & repeat purchases | Reward loyalty & advocacy | Early access to launches, founder exclusives, limited collections and VIP experiences. |
| Winback 120 Days | No purchase in the last 120 days | Reactivate inactive customers | Emotional storytelling, new collection launches and an exclusive reactivation offer. |
| Segment | Entry Criteria | Primary Goal | CRM Strategy |
|---|---|---|---|
| Engaged (30 Days) | Opened or clicked an email in the last 30 days | Prioritize highly engaged subscribers | Send product launches, limited drops and editorial content to maximize engagement and conversions. |
| Engaged (60 Days) | Opened or clicked an email in the last 60 days | Maintain customer engagement | Deliver educational content, community stories and product recommendations to keep subscribers active. |
| Engaged (90 Days) | Opened or clicked an email in the last 90 days | Prevent disengagement | Re-engage with value-driven campaigns, personalized recommendations and lifestyle content before inactivity increases. |
| Sunset 180 Days | No opens or clicks in the last 180 days | Protect deliverability | Run a final re-engagement sequence, encourage preference updates and suppress inactive profiles if no engagement occurs. |
| Segment | Entry Criteria | Primary Goal | CRM Strategy |
|---|---|---|---|
| Potential VIP | High purchase frequency but below the VIP threshold | Increase customer value | Encourage progression to VIP through milestone rewards, personalized recommendations and exclusive previews. |
| VIP Customers | High spend & repeat purchases | Maximize retention and advocacy | Deliver concierge-style communication, founder exclusives, early-access launches and premium brand experiences. |
| Touchpoint | Purpose |
|---|---|
| Welcome Pop-up | Capture new subscribers with a 10% welcome incentive while collecting birthday data for future lifecycle campaigns. |
| Preference Question | Capture customer interests at signup to personalize lifecycle communication from day one. |
| Checkout Opt-in | Convert customers into long-term subscribers during checkout. |
| Welcome Flow Entry | Automatically enroll new subscribers into a personalized Welcome Flow based on their selected interests. |
- Domain authentication (SPF, DKIM and DMARC) configured before launch.
- Gradual domain warm-up starting with the most engaged subscribers and progressively increasing send volume.
- Sunset 180 Days flow to re-engage inactive subscribers before suppression.
- Engagement-based segmentation to prioritize active profiles and protect sender reputation.
FLOW ARCHITECTURE exploration.
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
| Timing | Objective | Subject | CTA | ||
|---|---|---|---|---|---|
| WF01-WELCOME TO NINEFOOT | Immediately | Convert first purchase | Welcome! Here's 10% off your first order. | Shop the Collection | |
| WF02-WHY NINEFOOT | 5 DAYS LATER | Build trust | Designed for movement. Made for water women. | Explore the Collection | |
| WF03-MEET THE WATER WOMAN | 4 days later | Create emotional connection | More than swimwear. | Discover the Story | |
| WF04 | YES-FIND YOUR PERFECT FIT | 6 days later | Convert engaged subscribers | Find the piece that moves with you. | Find your match | |
| WF04 | NO -WHY WOMEN CHOOSE NINEFOOT | 6 days later | Strengthen trust | Why women keep coming back. | Shop Favorites | |
| WF05-YOUR WELCOME GIFT | 8 days later | Recover non-buyers | Your 10% welcome gift is waiting. | Redeem 10% Off |
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
| Timing | Objective | Subject | CTA | ||
|---|---|---|---|---|---|
| BA01-STILL THINKING ABOUT IT? | 1 hour later | Re-engage warm browsers | Still thinking about it? | Take another Look | |
| BA02-REAL WOMEN. REAL MOVEMENT. | 24 hours later | Expand consideration | See how women wear Ninefoot in the water | See it in Motion | |
| BA03-LAST LOOK | 3 days later | Build context | Some favorites don’t stay around forever | Make it Yours |
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
| Timing | Objective | Subject | CTA | ||
|---|---|---|---|---|---|
| AC01-YOU LEFT SOMETHING BEHIND | 1 hour later | Recover the cart | Your surf set is waiting. | Return to your Cart | |
| AC02-BUILT FOR THE WATER | 24 hours later | Reinforce urgency | Made to move with you. | Complete your Order | |
| AC03-SOME PIECES DON'T STAY AROUND FOR LONG | 48 hours later | Final recovery push | Some pieces don't stay around for long. | Make it Yours |
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
| Timing | Objective | Subject | CTA | ||
|---|---|---|---|---|---|
| PP01-THANK YOU | Immediately | Reassure and set expectations | Thank you for choosing Ninefoot. | View Your Order | |
| PP02-CARE & CRAFTSMANSHIP | 5 DAYS LATER | Care tips and craftsmanship behind your Ninefoot piece. | How to care for your Ninefoot pieces. | Make it Last | |
| PP03-BEHIND THE PIECES | 12 DAYS LATER | Care instructions to preserve performance, fit and longevity. | Why your Ninefoot piece is made differently. | Discover the Craft | |
| PP04 & PP05 | YES -SHARE NINEFOOT | 22 & 32 DAYS LATER | Collect social proof | Share the movement. | Share Your Story | |
| PP04 | NO -COMPLETE YOUR SURF SET | 22 DAYS LATER | Drive advocacy and referrals | Complete your water wardrobe. | Complete Your Set | |
| PP05 | NO -LEAVE A REVIEW | 32 DAYS LATER | Drive repeat purchase | How does it feel in the water? | Leave a Review |
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
| Timing | Objective | Subject | CTA | ||
|---|---|---|---|---|---|
| WB01-We Miss You | 60 days inactive | Re-ignite emotional connection | It's been a while... | Return to the Water | |
| WB02-5 ESSENTIALS TO PACK | 7 days later | Reintroduce the brand | 5 essentials every water woman packs | Explore the Essentials | |
| WB03-COME BACK TO THE WATER | 14 days later | Recover lapsed customer | Come Back to the Water... | Come Back & Save |
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
| Timing | Objective | Subject | CTA | ||
|---|---|---|---|---|---|
| RP01-Care Ritual | 7 days after purchase | Build product care habit | How to love your Ninefoot for longer | Read Care Guide | |
| RP02-Time for a Refresh? | 90 days later | Anticipate replenishment need | Your Ninefoot may be ready for a refresh | Shop Replenishment | |
| RP03-Your Next Wave Awaits | 14 days later | Convert replenishment intent | A little nudge for your next session | Discover More |
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
| Timing | Objective | Subject | CTA | ||
|---|---|---|---|---|---|
| VL01-Welcome to the Inner Circle | Immediately | Acknowledge VIP status | You've joined the Ninefoot circle | Explore VIP Benefits | |
| VL02-Early Access | At launch | Drive VIP conversion | Early access — just for you | Shop Early Access | |
| VL03-Creator Community | Monthly | Deepen community ties | You're invited | Join the Community |
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
| Timing | Objective | Subject | CTA | ||
|---|---|---|---|---|---|
| SS01-Still Interested? | 180 days unengaged | Confirm interest | A quick question from us | Update Preferences | |
| SS02-We're Here When You Are | 14 days later | Final re-engagement | One last wave from Ninefoot | Stay Subscribed | |
| SS03-Goodbye for Now | On inaction | Clean list hygiene | You've been removed from our list | Resubscribe |
CAMPAIGN universe.
Product Launches
New arrivals and collections
Founder Stories
Behind the brand and Bali inspiration
Education
Fit guides and product knowledge
Community
UGC and creator stories
Lifestyle
Travel, surf and editorial content
Jan
New Collection
Feb
Fit Guide
Mar
UGC Story
Apr
Travel Edit
May
Summer Drop
Jun
Creator Spotlight
Jul
Surf Essentials
Aug
Bali Journal
Sep
New Colors
Oct
Fall Edit
Nov
Black Friday
Dec
Gift Guide
TESTING strategy.
A founder-led subject line will outperform a promotional discount hook.
Version A
“Summer drop is here — 15% off inside”
Version B
“The suit I packed for every Bali trip”
A benefit-driven CTA will generate more clicks than a generic action verb.
Version A
“Shop Now”
Version B
“Find Your Fit”
Lifestyle imagery with movement will drive higher engagement than static product shots.
Version A
Flat-lay product on sand
Version B
Surfer walking into the water at sunrise
A single-column narrative layout will improve mobile scroll depth.
Version A
Multi-column grid with four products
Version B
Full-width editorial story with one hero CTA
A minimal two-step pop-up will convert better than a single long form.
Version A
One-step email + discount field
Version B
Email first, then preference question
A percentage discount will attract more subscribers than a free shipping offer.
Version A
“Get 10% off your first order”
Version B
“Enjoy free shipping on your first order”
Triggering the exit pop-up after 5 seconds of hesitation will outperform immediate triggers.
Version A
Immediate exit intent
Version B
5-second delay on exit intent
Sending campaigns at 9 AM local time will outperform evening sends.
Version A
Tuesday 6 PM
Version B
Tuesday 9 AM
Including the subscriber’s first name will lift open rates in the Welcome Flow.
Version A
“Your welcome gift is waiting”
Version B
“Hi {first_name}, your welcome gift is waiting”
Browsing-based recommendations will outperform best-seller blocks.
Version A
Static top sellers grid
Version B
Dynamic products from browse history
A tailored message for surfers will convert higher than a lifestyle message.
Version A
Lifestyle editorial email
Version B
Performance-focused surfer email
Geo-targeted content will improve engagement in the Black Friday campaign.
Version A
Generic global campaign
Version B
Hemisphere-based summer/winter content
BUSINESS impact.
Flow Revenue
Revenue per Recipient
Repeat Purchase Rate
Cart Recovery Rate
Lifecycle automation and segmentation increased owned-channel revenue while reducing reliance on paid acquisition.
First Purchase Conversion
Welcome Flow Completion
Subscriber Growth
Unsubscribe Rate
Personalized onboarding and re-engagement flows improved the subscriber experience and reduced churn.
Automated Flows
Audience Segments
A/B Tests Executed
Time Saved
A consolidated CRM foundation enabled faster execution, clearer reporting and scalable campaign operations.