Michael McBride
Founder & CEO, Atelier Commerce
BUILT WITH
Michael McBride
Founder & CEO, Atelier Commerce
BUILT WITH
Most email programs are not broken. They are unfocused. Opens are fine, deliverability is fine, the flows are there. Nobody has stopped to ask whether each send is earning its click.
Most email programs are not broken. They are unfocused. Opens are fine, deliverability is fine, the flows are there. Nobody has stopped to ask whether each send is earning its click.
The Challenge
Scarlett Gasque came to us with a Klaviyo program that looked fine on paper. Flows were live. Deliverability was clean. Opens were strong. Revenue wasn't moving the way it should, and nobody could pinpoint why.
Every surface metric checks out. Email open rates average 56 percent, well above apparel benchmarks. Bounce rates sit under 0.6 percent. Spam complaints are effectively zero. List hygiene is being handled. Welcome, abandoned cart, post purchase, and winback are all configured and running. One number tells a different story. Click to open rate across the program sits at 2.44 percent against a 5 to 9 percent apparel benchmark. People are opening. They are not acting. The largest send is the largest drag. A weekly editorial series called Sunday Styling reaches more subscribers than any other send in the program and clocks a 1.6 percent click to open rate. That single franchise pulls blended program performance below benchmark on its own. SMS is running without discipline. Click rates sit at 2.52 percent against a 6 to 10 percent benchmark, with a failure rate close to 6 percent. Broad MMS blasts go to the full list with minimal segmentation.
The Challenge
Scarlett Gasque came to us with a Klaviyo program that looked fine on paper. Flows were live. Deliverability was clean. Opens were strong. Revenue wasn't moving the way it should, and nobody could pinpoint why.
Every surface metric checks out. Email open rates average 56 percent, well above apparel benchmarks. Bounce rates sit under 0.6 percent. Spam complaints are effectively zero. List hygiene is being handled. Welcome, abandoned cart, post purchase, and winback are all configured and running. One number tells a different story. Click to open rate across the program sits at 2.44 percent against a 5 to 9 percent apparel benchmark. People are opening. They are not acting. The largest send is the largest drag. A weekly editorial series called Sunday Styling reaches more subscribers than any other send in the program and clocks a 1.6 percent click to open rate. That single franchise pulls blended program performance below benchmark on its own. SMS is running without discipline. Click rates sit at 2.52 percent against a 6 to 10 percent benchmark, with a failure rate close to 6 percent. Broad MMS blasts go to the full list with minimal segmentation.
The System
We do not rebuild the program. The bones are good. We tighten three things.
Send timing. The brand is sending across five plus time slots per week with no clear pattern. We narrow to two anchor slots: Thursday mornings between 8 and 11 AM ET for commercial sends, meaning drops, promos, and launches, and Sunday at 11 AM for the editorial franchise. Thursday mornings are already producing the program's best click to open rate at 3.13 percent and eight times the revenue per recipient of the Sunday series. The data is there. Nobody has acted on it. Subject lines. Inside the editorial series data, a clear pattern holds. Subject lines that lead with a specific product or occasion, such as "The Ice Blue Edit," "Dressed in White," and "Coachella to Your Closet," outperform celebrity tethered or vague framing by roughly 70 percent on click to open rate. Celebrity led lines open well and do not click. Product first, story second. SMS discipline. We move off broad MMS blasts and onto audience specific plain SMS with a single product link, and we begin cleaning persistent fail numbers off the list. That is the entire intervention. No overhaul. No new tech stack. Sharper execution of what is already in place.
The System
We do not rebuild the program. The bones are good. We tighten three things.
Send timing. The brand is sending across five plus time slots per week with no clear pattern. We narrow to two anchor slots: Thursday mornings between 8 and 11 AM ET for commercial sends, meaning drops, promos, and launches, and Sunday at 11 AM for the editorial franchise. Thursday mornings are already producing the program's best click to open rate at 3.13 percent and eight times the revenue per recipient of the Sunday series. The data is there. Nobody has acted on it. Subject lines. Inside the editorial series data, a clear pattern holds. Subject lines that lead with a specific product or occasion, such as "The Ice Blue Edit," "Dressed in White," and "Coachella to Your Closet," outperform celebrity tethered or vague framing by roughly 70 percent on click to open rate. Celebrity led lines open well and do not click. Product first, story second. SMS discipline. We move off broad MMS blasts and onto audience specific plain SMS with a single product link, and we begin cleaning persistent fail numbers off the list. That is the entire intervention. No overhaul. No new tech stack. Sharper execution of what is already in place.
Success Stories
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
Social Media Marketing
Alicia Adams Alpaca: 90% First Impressions from Organic Social
alicia adams alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Social Media Marketing
Alicia Adams Alpaca: 90% First Impressions from Organic Social
alicia adams alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Success Stories
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
Social Media Marketing
Alicia Adams Alpaca: 90% First Impressions from Organic Social
alicia adams alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
