Birdy Grey

Goal

Our primary objective was to grow email-attributed revenue and optimize engagement leading into Q4’s peak season. With a loyal returning customer base, Q3’s focus was on expanding our active audience, converting more prospects into first-time buyers, and ensuring automations were primed to drive both immediate and long-term growth.

We also aimed to strengthen segmentation—particularly around different wedding timelines—to better tailor our messaging and optimize conversion performance across the funnel.

Strategy

We executed a comprehensive strategy that combined list growth, flow optimization, and improved segmentation accuracy, ensuring every message aligned with customer behavior and purchase intent.

List Growth & Engagement Optimization:
Through new email signup initiatives, we achieved double-digit growth in total active profiles and a significant increase in email deliveries. Engagement metrics followed suit, with higher open rates year-over-year, indicating stronger resonance with the audience.

Flow Optimization:
Automations became a major growth driver, contributing a 60% year-over-year increase in flow revenue. We enhanced flows with more personalized messaging and seasonal context—driving higher conversion rates and improved revenue per recipient.

Segmentation Improvements:
We refined audience targeting using behavioral and lifecycle data, to create new segments. By utilizing these new segments paired with specific targeting by campaign, we achieved more consistent engagement and conversion uplift.

Campaign Creative Refresh:
Campaign performance improved thanks to refreshed creative direction focused on storytelling, wedding inspiration, and product education. Emails that featured strong visual hierarchy and clear calls to action outperformed others, delivering notable increases in conversion rates quarter over quarter.