Spanish Sandal

thespanishsandalco.com

Partners

Klaviyo®

Shopify Plus®

Industry

Footwear

Services

Email Marketing CRM Management

Partners

Klaviyo®

Shopify Plus®

Challenge Strategy Results

How The Spanish Sandal Co Turned Email Into Its Primary Revenue Channel in a Seasonal Business

Increased email attribution from 23% to 41% of total revenue 
Generated $712,000+ in email-attributed revenue 
Drove +285% YoY email revenue growth 
Built a Welcome Flow producing $255K+ 
Increased AOV from ~$100–$120 to ~$127–$135

Challenge Strategy Results

01 Challenge

The Spanish Sandal Co relied heavily on paid media. Organic social wasn’t converting. Revenue dropped sharply from October through February. And email, while present, wasn’t driving meaningful business impact.

Before our partnership:

Email accounted for ~23% of total revenue
Campaigns were broadly sent to 30K–47K recipients
Segmentation was minimal
High return rate (45%) complicated repeat purchase analysis
Inventory timing dictated revenue spikes

The problem with seasonal fashion brands isn’t demand.

It’s leverage.

If email isn’t doing heavy lifting during peak months, paid spend has to.

And that limits scale.

The goal wasn’t to “improve email performance.”

It was to make email a primary growth engine.

02 Strategy

Rebuilding Welcome Into a Conversion Machine

We rebuilt the Pre-Purchase Welcome Series to reflect:

Mediterranean “dolce vita” brand positioning
Comfort-first differentiation
Italian leather craftsmanship
Lifestyle aspiration over discount-first messaging

The breakthrough wasn’t adding more emails.

It was making Email 1 do the heavy lifting.

Result:

Welcome Email 1 alone generated $199,916.58 with an RPR of $8.94 Total Welcome Flow revenue: $255,797.75

For a seasonal footwear brand, that front-end conversion engine matters.

Transitioning From Broad Sends to Precision Segmentation

Early sends went to 30K–47K subscribers.

We shifted toward:

Granular engagement segments
VIP targeting
Inventory-synced campaigns
Product-specific messaging

Open rates moved from ~50% average to as high as 80–89%.

The breakthrough wasn’t sending more.

It was sending smarter.

Syncing Campaigns With Inventory & Seasonality

Because revenue drops October–February, peak months must overperform.

We aligned campaign strategy with:

Warehouse restocks
Holiday timing
Tariff communication
Sale extensions

A plain-text tariff transparency campaign alone generated ~$10,897.91, contributing to ~$19.5K in tariff-related revenue overall

When margins tighten, messaging clarity becomes revenue.

Optimizing AOV & Retention Signals

With sandals priced between $100–$180, increasing AOV materially impacts revenue.

We implemented:

Cross-sell logic in post-purchase
Stronger abandonment recovery flows
Pre-Arrival education sequences

Average order value increased to ~$127–$135 from ~$100–$120

Small lifts compound at scale.

03 Results

Over ~12 months:

Revenue Impact

$712,435+ total email-attributed revenue
55% from flows / 45% from campaigns
Welcome Flow: $255,797.75
Email attribution increased from 23% → 41% of total revenue
+285% YoY email revenue growth

Email became the brand’s largest owned revenue driver.

Engagement & Deliverability Gains

Open rates improved from ~50% average to ~84% average
Strong inbox placement during peak months
Segmentation tightened list health

Email shifted from “support channel” to “growth channel.”

The Takeaway

By rebuilding lifecycle infrastructure, tightening segmentation, aligning campaigns with inventory, and elevating brand positioning, The Spanish Sandal Co transformed email into a primary revenue driver.

In a seasonal fashion business, you don’t just need traffic.

The Spanish Sandal Co. needed ownership of the lifecycle journey.

Email provided it.

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