CASE STUDY
FemiClear
FemiClear makes women's health products sold both in stores and directly online: two customer bases with different behavior, different data, and, until now, one underperforming email program trying to speak to both the same way.
50%
FLOW REVENUE INCREASE
3.5x
LTV GROWTH
20%+
EMAIL ATTRIBUTED REVENUE
THE CHALLENGE
One email program, two very different customers.
FemiClear's retail and DTC customers behave differently: different purchase triggers, different awareness of the brand, different relationships to the product category. The existing email program treated them the same, sending identical campaigns regardless of whether someone found FemiClear on a shelf or through the website. Performance was flat, and neither audience was getting messaging that actually fit how they'd discovered the brand.
INDUSTRY
DTC Female Health
SERVICES
Segmentation strategy, flow rebuild, cross-channel data integration, campaign testing
OUR APPROACH
Treat retail and DTC as two real segments, not one list.
O1
Audit
We reviewed the existing program's performance against purchase source, surfacing how much revenue was actually coming from retail-originated versus DTC-originated customers, and where the one-size-fits-all approach was underperforming for both.
O2
Architect
We built segmentation that distinguished retail-driven customers from DTC-driven ones, with separate flow logic for each: different education needs, different offers, different cadence.
O3
Build
We rebuilt the core automated flows around the new segmentation and tested campaign concepts against both audiences separately to find what actually moved each one, rather than optimizing for a blended average.
THE RESULTS
A program growing with the list.
50%
FLOW REVENUE INCREASE
3.5x
LTV GROWTH
20%+
EMAILÂ ATTRIBUTED REVENUE
70x+
ROI