CASE STUDY
gloved
gloved's hand care line had grown from a single core subscription into several distinct options, but the flow system was still built for the old, simpler version: one subscription, one flow, one voice for everyone.
50%
CLICK THROUGH INCREASE
45x
ROI
3x
CAMPAIGN REVENUE INCREASE
THE CHALLENGE
One flow system, several subscriptions.
As gloved expanded beyond its original core subscription into multiple options, the email program hadn't caught up: every subscriber, regardless of which product or routine they'd chosen, was getting the same generic flow. Nothing accounted for the different personas now subscribing: different scent preferences, different use cases, different reasons for buying. On top of that, campaigns were sporadic, with no real calendar behind them.
INDUSTRY
DTC Personal Care
SERVICES
Persona-based flow architecture, segmentation, campaign calendar and cadence
OUR APPROACH
Segment by persona, then build flows that actually speak to each one.
O1
Audit
We reviewed subscriber data across all of gloved's subscription options to identify the real personas underneath: not just which product someone picked, but why.
O2
Architect
We mapped distinct flow tracks for each persona, so a subscriber's onboarding, renewal messaging, and upsell path actually reflected which subscription and routine they'd chosen.
O3
Build
We built out the persona-specific flows and stood up a consistent weekly campaign calendar to run alongside them, replacing ad hoc sends with a real, repeatable cadence.
THE RESULTS
A program growing with the list.
50%
CLICK THROUGH INCREASE
45x
ROI
3x
CAMPAIGN REVENUE INCREASE
80%+
OPEN RATES