Wool and Oak

woolandoak.com

Partners

Klaviyo®

Shopify Plus®

Industry

Accessories

Services

Email Marketing CRM Management

Partners

Klaviyo®

Shopify Plus®

Challenge Strategy Results

How Wool & Oak Turned Email Into a Retention Engine While Navigating Price Increases and Global Growth

Generated $504,000 in Klaviyo-attributed revenue in a single quarter (+324% YoY) 
Email now drives 40–47% of total brand revenue 
Increased returning customer revenue +229% YoY 
Built a flow engine producing $350K–$400K+ in 90 days 
Transitioned from single-product dependency to a diversified product strategy

Challenge Strategy Results

01 Challenge

The challenge wasn’t simply about increasing email revenue.

It was about scaling a premium brand without compromising what made it premium in the first place.

Wool & Oak sells high-end leather travel goods priced between $595 and $665. When the Nova Large increased to $665, sales dropped 50% YoY. At the same time, tariffs climbed to 55%, margins tightened, and the brand began expanding beyond its original hero product into new categories.

Growth suddenly became more complex.

Relying on a single flagship product was no longer sustainable. Discounting aggressively would erode brand equity. And expanding internationally meant navigating different buying behaviors across Australia, Japan, the UK, and the US.

Email couldn’t just promote.

It had to do heavier strategic lifting.

It needed to offset price sensitivity without cheapening the brand. Support product diversification. Increase repeat purchase in a high-ticket category. And strengthen loyalty while maintaining the founder-led warmth that defines Wool & Oak.

Before optimization, retention sat at 15%. Campaign click rates were below benchmark. Deliverability was fair, not strong. The brand had momentum — but not yet leverage.

The real question wasn’t how to send more campaigns.

It was how to turn email into a retention engine that could stabilize revenue, support new product launches, and drive growth — even after price increases.

02 Strategy

If the challenge was protecting premium positioning while scaling revenue, the strategy had to reinforce value — not chase volume.

Building a Retention Engine, Not a Promotion Machine

Instead of relying on campaigns to drive spikes, we focused on building a predictable lifecycle foundation.

We rebuilt and optimized all pre- and post-purchase automations.

In the last 90 days alone, flows generated $350K–$400K+, producing 2–2.5x more revenue than campaigns

The shift was intentional.

If prices increase, your automation needs to reinforce value consistently — not just during sale moments.

Turning Retention Into the Growth Lever

With high-ticket products, growth doesn’t come from one-time buyers. It comes from repeat behavior.

We introduced deeper segmentation:

VIP customers
Lapsed customers
Nova Large purchasers (for cross-sell logic)
Predicted Women (Hobo launch)
Predicted Male + Potential Gifters

Founder-led plain-text campaigns and VIP early access framing outperformed heavily designed emails. Dollar-off messaging ($195 off) converted better than percentage discounts.

This wasn’t about discounting more.

It was about making loyal customers feel prioritized.

Returning customer rate increased from 15% to 25%, and returning customer revenue grew +229% YoY

That changed the revenue mix.

Supporting Product Diversification Without Dilution

Nova once dominated sales. But after price increases, that dependency became a risk.

Email helped rebalance the product ecosystem:

DS (Duffle Suitcase) became the #1 product
Alto Sling launched successfully
Hobo Bag launch generated $4,700 (email) + $2,400 (SMS) in January 2026
Predictive segmentation supported gender-based targeting

Instead of pushing one hero SKU, we built a multi-product growth strategy.

That reduces fragility.

Protecting Deliverability at Scale

A luxury brand cannot afford inbox damage.

When a broad send test resulted in elevated bounce and spam complaints, segmentation tightened immediately.

We focused on:

L30–L365 engaged windows
Sunset logic
Suppression hygiene
Cleaner exclusions

Deliverability stabilized, open rates held strong (~50–59%), and flows maintained 55–60% open rates

Growth without discipline breaks luxury brands.

We avoided that.

03 Results

Over 2025–2026:

Revenue Impact

$504,000 in Klaviyo revenue in Q2 2025 (+324% YoY)
$330,000+ email/SMS revenue in November 2025
40–47% of total brand revenue driven by email
$350K–$400K+ flow revenue in the last 90 days

Email moved from support channel to primary growth driver.

Retention & Customer Behavior

Returning customer rate: 15% → 25%
Returning customer revenue: +229% YoY
Revenue per recipient (flows): $3.11
Abandoned Checkout RPR: $36.92

Retention became measurable, not theoretical.

The Takeaway

The challenge wasn’t just navigating price increases.

It was building leverage.

By shifting from campaign dependency to lifecycle infrastructure, strengthening retention, supporting product diversification, and preserving founder-led warmth, Wool & Oak transformed email into a channel responsible for nearly half of total brand revenue.

In premium DTC, you don’t grow by pushing harder.

You grow by deepening relationships.

And that’s exactly what happened here.

Gizem Mut

Co-founder, Wool & Oak

Our experience working with Arcady Media Inc. has been nothing short of exceptional. Since partnering with them for our email design and send-outs, we've seen a significant increase in revenue and a noticeable elevation in the quality of our email designs. Their work truly reflects a deep understanding of both design and strategy. Collaboration has been seamless and incredibly fruitful, thanks in large part to our amazing manager, Claudia. She's been proactive, attentive, and always goes the extra mile to ensure everything runs smoothly. We couldn't be happier with the results and highly recommend Arcady Media Inc. to anyone looking for a top-tier email marketing partner!

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