Apparel
MAIN1
How MAIN1 Added $248,000 in Annualized Revenue Through a Trust-Building Email System
A deep-dive into how the Aftercliq team grew this brand's retention revenue.
The Client
Ecolady is a European women's lingerie brand built around helping women feel more comfortable and confident during their periods. The brand sells period-focused lingerie products for European women, with a strong focus on femininity, comfort, quality, and a premium customer experience.
The Challenge
When Ecolady approached us, their email channel was underperforming.
The brand already had a popup and basic email flows in place, but neither was producing the results the business needed. Their popup was converting around 4% of visitors into subscribers, and their flows were too basic to properly educate customers, build trust, recover abandoned carts, or drive repeat purchases.
This was especially important because Ecolady sold lower-ticket products. Profitability depended heavily on repeat purchases, which meant the brand needed a stronger retention system to increase customer lifetime value and reduce pressure on first-time order profitability.
At the same time, Ecolady was experiencing a high volume of cart abandonments. Customers were showing purchase intent, but many were not completing their orders. In a sensitive product category like period-focused lingerie, first-time buyers needed more reassurance around trust, quality, and product reliability before purchasing.
The Solution
Before making changes to the email system, we started by understanding Ecolady as a brand.
We held an in-depth meeting with the founders to understand the brand's values, positioning, ideal customer profile, tone of voice, and the main bottlenecks affecting the customer journey.
Because Ecolady operated in a personal and trust-sensitive category, the emails had to do more than promote products. They needed to educate first-time buyers, reduce hesitation, communicate quality, and make customers feel confident buying from the brand.
The first priority was improving Ecolady's email foundation.
We started with the popup, since list growth was one of the biggest missed opportunities. Ecolady already had traffic coming to the website, but the existing popup was only converting 4% of visitors into subscribers.
We set up multiple A/B tests across the popup offer, design, and messaging to find a version that felt aligned with Ecolady's premium feminine brand while giving visitors a stronger reason to join the list.
After testing new popup angles and designs, we increased the popup opt-in rate from 4% to 9.2%.
This gave Ecolady more than twice as many subscribers from the same website traffic, creating more opportunities for the welcome flow, abandoned flows, and post-purchase emails to generate revenue.
Alongside the popup, we optimized the three highest-impact automated flows: Welcome flow, Abandoned cart flow, Abandoned checkout flow.
These flows were rebuilt around trust, education, and purchase intent. New subscribers needed to understand the brand. Cart abandoners needed reassurance around quality and product value. Checkout abandoners needed final friction removed before completing their purchase.
After improving the core flows, we expanded the email system to cover more of the customer journey.
We added and optimized additional flows, including browse abandonment and post-purchase. Browse abandonment helped bring interested visitors back after viewing products, while post-purchase emails helped continue the relationship after the first order and support future repeat purchases.
We also created key audience segments, including 30-day engaged subscribers, 90-day engaged subscribers, and existing customers. This gave Ecolady a cleaner foundation for sending more relevant emails based on customer behavior and relationship stage.
The biggest improvement came from the abandoned flows. After optimizing the abandoned cart and abandoned checkout journeys, they became significantly stronger revenue drivers for the brand and helped recover more customers who were already close to buying.
The Results
After four months of working with Ecolady, email became a much stronger part of the brand's revenue system.
The improved popup accelerated list growth, the optimized abandoned flows recovered more revenue, and the retention-focused email system helped Ecolady build a stronger foundation for customer lifetime value.
Overall, the brand saw:
- $174,000 in annualized revenue added through email marketing.
- 4% to 9.2% increase in popup opt-in rate.
- 21.7x ROI on Aftercliq's services.
- Improved abandoned cart and abandoned checkout flow performance.
Aftercliq rebuilt our email foundation and turned it into a real revenue channel. The popup, flows, and campaigns all started producing the kind of results we hadn't seen before. — Ecolady Team, Founders, Ecolady
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