Industry
Fashion & Lifestyle
Services
Lifecycle Marketing
Shinesty isn’t subtle, and neither is their growth. With a voice that grabs attention and an email list that spans millions, they needed lifecycle marketing that could match their personality and drive performance. UN/COMMON restructured their flows, refined their SMS and email targeting, and turned peak-season chaos into high-converting calm. The result? A substantial lift in BFCM email performance with fewer sends.
Keeping It Wild—and Profitable
Shinesty is known for their irreverent voice and bold creativity, and we were inspired to bring that same energy into their email and SMS flows, without sacrificing performance. Our work focused on full-funnel lifecycle structure, more intelligent segmentation, and campaign refinement that kept conversions high, even when the volume was low—the result: a retention engine that performs as hard as the brand parties.
Flows That Convert With Character
We rebuilt the flow architecture to support Shinesty’s unique customer lifecycle—from cheeky welcome moments to profound cart conversion. We rewrote and restructured abandoned cart flows, post-purchase journeys, and loyalty touchpoints to reflect the brand voice and boost returns. In one month alone, flows increased in YoY revenue, with cart abandonment and welcome flows leading the charge.
Campaigns With Bite
Shinesty’s email list isn’t shy. However, engagement had to work harder with over 5M monthly recipients. We refined creative layouts, tested CTA formats, and optimized subject line tone and cadence. Despite open rate drops, click rates and conversion soared—conversion rates improved YoY in two consecutive months, proving that tighter creative and sharper segmentation beat volume every time.
SMS That Shows Restraint (and Still Sells)
Shinesty’s SMS volume was high when we took over, but returns were dropping. We didn't just send more messages, we sent smarter ones. We built new audience segments, layered in recency filters, and focused on behavior-triggered sends instead of one-size-fits-all blasts. In one month, that strategy drove a double-digit YoY revenue lift for SMS, with just a fraction of the volume sent in the prior year. Fewer sends—more relevance. Better outcomes.
Email That Performed
During the holiday season, we sent fewer emails, but brought in more email revenue YoY. This was a testament to our strategy. Offers were smarter, creative was stronger, and the list was better segmented. We leaned into urgency, limited-time gifts, and launch timing—delivering one of the highest-performing campaign sets of the year and proving that even at peak volume, restraint and strategy win.
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.