Retention case study
Sleeklemon retention
Flow logic, email, SMS and loyalty for a healthcare apparel brand built from zero.
Flow logic, email, SMS and loyalty for a healthcare apparel brand built from zero.
When Sleeklemon launched there was no list, no customer data and no automation. Nurses and healthcare workers buy scrubs in sets, come back for new colours and replace them on a cycle, which makes retention one of the channels that decides whether a new brand grows.
I lead lifecycle strategy in Klaviyo: I mapped the flow logic, set up the sign-up forms and segmentation, write the brief for every campaign, direct the email creative and copy, and govern the Yotpo loyalty program with points, rewards and referrals.
Everything starts with the sign-up form. Two versions ran on the site: a simple first-order offer, and a richer form that also asks who the shopper is buying for and their birthday.
That one extra question powers the whole program. Women, men and unisex shoppers get different welcome, browse and cross-sell emails, and the birthday field feeds a birthday offer.
The welcome series does three jobs: deliver the code, earn trust, then show the right collection. The second email leans on real reviews and creator photos, because nothing sells a scrub like another nurse saying it survived a 12-hour shift.
I mapped every flow before it was built: the trigger, the filters that keep people from getting the wrong message, the waits, the splits and the exit rules. These are the journeys from that map.
New subscribers get the offer, the story, then the right collection.
A gentle nudge after a product view, matched to the shopper.
Thank them, teach them, then turn them into advocates.
Recommend the other half of the set.
The abandoned checkout flow is the clearest example of matching the offer to the person. Repeat customers get a loyalty discount, new customers with bigger carts get a stronger incentive, and smaller carts get free shipping. Each path runs four emails, ending with a selling-fast reminder.
One trigger, three offers: the incentive matches the customer and the cart, so nobody gets more discount than they need.
The back half of the program brings lapsed customers back, protects the list and turns inventory signals into reasons to buy. Winback timing is A/B tested at 60 and 75 days to find the right moment to reach out.
A/B tested timing to find the right moment to reach out.
Protect deliverability by letting unengaged subscribers go.
Turn low stock into a reason to buy now.
Catch demand the moment a colour or size returns.
SMS is used where timing matters: the welcome code, low stock alerts, abandoned checkouts and winback offers. Every message has one product image and one link.
The messages below are mockups of the SMS formats in the program.
Welcome to Sleeklemon! Here’s 10% off your first order with code WELCOME10. sleeklemon.com
Heads up: Lilac Haze is almost gone in your size. sleeklemon.comYou left your scrubs at checkout. Pick up where you left off: sleeklemon.com/checkoutIt’s been a while! Here’s 20% off, ends today. Your rewards points are waiting too. sleeklemon.comThe Yotpo loyalty program runs inside the journeys, not beside them. Post-purchase emails remind customers of their points, the referral ask lands about two weeks after the first order, and winback emails point to the points waiting to be used.
Together with bundling, it is built to grow repeat purchase rate, average order value and customer lifetime value.
Tell us how they held up after a long shift and earn points toward your next set.
Write a reviewEvery launch and promotion gets a campaign brief that sets the audience, channel, timing, offer and success metrics, and every customer-facing message is approved before it goes out.
Retention is reported with the rest of the business in Looker Studio, GA4 and Excel, covering revenue, conversion rate, average order value, sell-through and retention.
I have built a retention program from an empty list. Let’s map the flows your brand needs first.
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