Clothing
Ecolady
How Retention-Focused Email Flows Increased Ecolady's Revenue by $174,000 Annualized
A deep-dive into how the Aftercliq team grew this brand's retention revenue.
The Client
MAIN1 is one of Estonia's fastest-growing streetwear resell brands, selling high-demand sneakers and streetwear pieces directly to consumers. The brand focuses mainly on sneakers, while also offering clothing and accessories such as hoodies, shirts, shorts, and caps. With a product catalog built around popular streetwear culture, limited-demand items, and premium-priced products, MAIN1 has positioned itself as a go-to destination for Estonian customers who want access to sought-after streetwear without the uncertainty of buying through marketplaces or individual resellers.
The Challenge
When MAIN1 approached us, they were looking to make email a stronger revenue channel and create a better way to convert and retain the traffic they were already getting.
As a streetwear resell brand, MAIN1 sells products that are often higher-priced than everyday fashion items. This meant customers were naturally more cautious before purchasing. Many visitors had questions around authenticity, product quality, and whether the items being sold were original or replicas.
The brand was also still relatively new in the market, which meant it did not yet have the same level of trust, recognition, and social proof as larger or longer-established retailers. Even when customers were interested in the products, hesitation around trust created friction before purchase.
At the same time, MAIN1 was scaling paid traffic and testing ad creatives aggressively. As more visitors entered the website, the brand needed a stronger backend system to capture interested visitors, educate them, recover abandoned carts, and bring customers back after their first purchase.
The Solution
Before writing a single email, we started by understanding MAIN1 as a brand.
We spoke with the brand owner to get a clear picture of what MAIN1 stands for, who their customers are, what their tone of voice feels like, and what role the brand wants to play in the Estonian streetwear market. This step was important because email marketing is not just about sending promotions. For a brand like MAIN1, the emails needed to feel native to the brand, visually aligned with its identity, and relevant to the exact audience buying from them.
We studied the brand's tone, design direction, customer profile, product catalog, and biggest business bottlenecks. This helped us create an email strategy that did not feel disconnected from the rest of the brand experience.
Phase 1
The first priority was setting up the foundation.
We created and optimized the email popup to start growing MAIN1's owned audience from the traffic they were already receiving. Instead of letting visitors leave without a way to bring them back, the popup gave MAIN1 a system for turning anonymous visitors into reachable prospects.
Alongside the popup, we built the core automated email flows: Welcome flow, Abandoned cart flow, Abandoned checkout flow, Browse abandonment flow, and Post-purchase flow.
These flows were designed to cover the most important moments in the customer journey. New subscribers needed to understand the brand. Cart abandoners needed a reason to come back. Checkout abandoners needed friction removed. Browse abandoners needed reminders based on interest. Customers who had already purchased needed to be nurtured toward repeat orders.
Phase 2
After the foundation was set up, we moved into ongoing campaigns and optimization.
One of MAIN1's biggest challenges was the absence of trust. Because the brand sells sneakers and streetwear through a resell model, many potential customers questioned whether the products were authentic, original, and sourced from trusted suppliers.
To address this, we created a weekly email campaign plan built around trust and education.
These emails explained how MAIN1 sources its products, how authenticity is ensured, and why customers can feel confident buying from the brand. Instead of only pushing products, the campaigns helped customers understand the process behind the business and reduced one of the biggest objections stopping people from purchasing.
The impact of this trust-building work later showed up in customer feedback, with surveys revealing a significant increase in trust toward the brand.
One of the biggest performance improvements came from testing the email popup offer and design.
The original popup was converting around 5.5% of visitors into email subscribers. After working closely with the MAIN1 founders, we developed multiple new offer angles and designs, and tested them against the existing version.
After several tests, we increased the popup opt-in rate from 5.5% to 11.7%.
This was a major win because it meant MAIN1 could collect more than twice as many email subscribers from the same website traffic. Instead of needing to spend more on ads to grow the list, the brand was now converting existing visitors into subscribers at a much higher rate.
That growth compounded across the entire email system. More subscribers meant more people entering the welcome flow, more people receiving campaigns, more abandoned carts being recoverable, and more opportunities to drive repeat revenue through email.
The Results
After five months of working with MAIN1, email became one of the brand's strongest revenue channels.
The email marketing program also gave the brand a stronger understanding of what turns interested visitors into buyers, what objections prevent customers from purchasing, and how to keep their audience engaged beyond the first website visit.
Overall, the brand saw:
- $248,000 in annualized revenue generated through email marketing
- 24% of total store revenue contributed by email
- 5.5% to 11.7% increase in popup opt-in rate
- 29x ROI on Aftercliq's services
Aftercliq turned email into one of our strongest revenue channels. The trust-building campaigns and recovery flows added real revenue we wouldn't have captured otherwise. — MAIN1 Team, Founders, MAIN1
Increase your conversions and AOV too.
Request a free proposal.