David’s partnered with UN/COMMON to transform its lifecycle marketing into a high-performing, revenue-driving engine. The focus: build a cohesive, end-to-end retention program across email and SMS that not only increased engagement—but materially impacted revenue and customer lifetime value.
The Challenge
Prior to engagement, David’s lifecycle efforts lacked cohesion across channels and customer touchpoints. Campaigns and automations operated in silos, limiting their ability to:
• Fully capture customer intent across the journey
• Maximize repeat purchases and retention revenue
• Leverage SMS and email as complementary growth channels
• Scale creative and messaging efficiently
The opportunity was clear: unify strategy, execution, and design into a single, performance-focused lifecycle system.
The Approach
UN/COMMON implemented a comprehensive lifecycle overhaul—owning strategy, execution, and optimization across email and SMS.
1. End-to-End Lifecycle Strategy
• Mapped the full customer journey from acquisition to repeat purchase
• Built a structured lifecycle framework across key stages (welcome, conversion, post-purchase, retention, winback)
• Defined channel roles: email for depth and storytelling; SMS for immediacy and conversion
2. Flow & Automation Optimization
• Rebuilt core automated flows (welcome, browse/cart abandon, post-purchase, replenishment, winback)
• Introduced advanced segmentation and behavioral triggers
• Continuously optimized timing, frequency, and messaging based on performance data
The Approach
3. Campaign Program Development
• Established a consistent campaign calendar aligned with promotions, product drops, and seasonal moments
• Balanced revenue-driving sends with brand-building content
• Used audience segmentation to increase relevance and reduce fatigue
4. Creative & Design System
• Developed scalable email and SMS creative systems
• Improved visual consistency and brand storytelling
• Focused on conversion-driven design: clear CTAs, mobile-first layouts, and frictionless UX
5. Cross-Channel Orchestration
• Synced email and SMS messaging to avoid overlap and maximize impact
• Leveraged SMS for urgency and email for deeper engagement
• Ensured cohesive customer experiences across all touchpoints
The Results
The impact was both immediate and sustained, with significant gains across all key retention metrics:
These improvements translated into approximately $90K in incremental lifecycle-driven revenue, demonstrating the power of a fully integrated retention strategy.
Conclusion
By taking full ownership of lifecycle strategy, execution, and creative, UN/COMMON transformed David’s retention program into a scalable revenue engine.The result: stronger customer relationships, higher repeat purchase rates, and measurable business impact.
Key Takeaways
• A unified lifecycle strategy can unlock exponential revenue growth across owned channels
• Email and SMS perform best when orchestrated—not siloed
• Strong creative systems are critical for both scalability and performance
• Automation and segmentation are foundational to sustainable retention growth
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