Industry
Family & Home
Services
Lifecycle Marketing
Highlights for Children brought 100 years of brand trust—and came ready to evolve their retention marketing for the next generation. With millions of subscribers and a wide range of buyers (from grandparents to first-time parents), they needed more than batch-and-blast. UN/COMMON rebuilt their lifecycle program from the ground up—launching behavior-based flows, refining segmentation, and activating SMS for the very first time. The result? A substantial increase in email revenue and flows that now outperform previous campaigns.
A Classic Brand, a Modern Lifecycle Strategy
With millions of families in their ecosystem and over a century of trust behind their name, Highlights wasn’t short on brand equity. But their retention marketing hit a ceiling. The team underleveraged email and SMS, left key flows underdeveloped, and ran campaigns without the behavioral targeting needed to truly engage their audience. UN/COMMON partnered with Highlights for Children to overhaul their lifecycle infrastructure, optimize their segmentation, and turn underperforming flows into high-converting touchpoints. The result? Smarter systems, cleaner lists, and flows now drive more revenue than prior campaigns.
From a Catch-All Approach to a Conversion Machine
Every subscriber used to receive the same messaging—until we stepped in and changed the strategy. We flipped the strategy—engineering custom flows for welcome, browse, cart, post-purchase, and repeat buyers. By adjusting the logic, trimming the fat, and elevating content and creative, Highlights for Children saw an increase in flow revenue YoY and an increase in unique opens. We didn’t just make emails prettier. We made them purposeful.
Segmentation That Scales Intelligently
Too many brands send everything to everyone. We don’t. For Highlights for Children, we introduced behavior-first segmentation, including club buyers, and parent shoppers segmented by child’s age group. This allowed campaigns to speak more directly to subscriber intent, even as lists narrowed. The upside? A YoY increase in open rates.
Campaign Strategy, Refined and Rebalanced
We didn’t just send more emails. We sent better ones. With updated flow creative, stronger CTA hierarchy, and improved above-the-fold strategy, we turned curiosity into clicks and conversions. Our revised “abandoned cart and browse” brought back curious shoppers while recommending upsells and cross-sells dynamically. This helped boost total email-attributed revenue.
Core partners
As one of the first few Shopify Plus partners, UN/COMMON has been delivering innovative, profit-driven eCommerce solutions from the start. Built for speed, reliability, and demand generation, Shopify Plus now powers 13,000+ merchants, offering enterprise-level capabilities with the flexibility to grow and evolve.