Industry

Fashion & Lifestyle

Services

Lifecycle Marketing

INCREASING REPEAT CUSTOMER RATE THROUGH PERSONALIZED STRATEGY AND BEAUTIFUL DESIGN

Huha is widely known for its healthy and sustainable approach to women’s underwear with its tagline “not just underwear, undercare”. Recognizing that they were not seeing the same consistent growth within their retention marketing efforts at the same pace as their rapidly growing business, Huha sought out the help UN/COMMON’s Lifecycle Marketing team to provide them with a complete design refresh, as well as strategic guidance that would help them improve their overall email deliverability, increase their new and returning customer rate, and drive up their monthly revenue.

%Increase in YoY Q4 revenue

%Increase in overall conversion rate

%Percentage of business revenue attributed to Lifecycle Marketing

Supercharging Black friday & cyber monday sales

Huha wanted to take its Black Friday/Cyber Monday sale to the next level. Through the initial stages of campaign planning, strategy refinement, and advanced segmentation techniques during this time, the team at UN/COMMON achieved a +92% increase in email revenue as well as an incredible +503% increase in SMS revenue in 2023. The team utilized a different sending strategy from previous years that opened up the customer groups and allowed more engaged subscribers to receive these specific offers, strategically reminded customers of the ongoing promotions, and ensured heightened visibility within the inbox.

Clear & Targeted Segmentation

After performing a thorough account audit to identify key areas of improvement within the program, the Lifecycle Marketing team at UN/COMMON was able to dive right in and create a new and improved campaign segmentation strategy that opened up the sending pool as well as only targeting engaged subscribers resulting in increases in all major KPI’s such as open rate, click-through rate, and conversion rate. The team also performed multiple A/B tests to ensure we were sending the right type of content at the ideal time. By improving the segmentation, content, and send times, this led to a 129% increase in unique opens, a 104% increase in unique clicks YoY, and a impressive deliverability score.