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Curvy: Email Segmentation Case Study
How Thrivelia worked on audience segments, recovery flows and seasonal campaigns for the Australian lingerie retailer, starting with who actually entered each journey.
Questions about the work
Why check audience eligibility before rewriting emails?
Curvy’s project covered audience segments, recovery journeys and seasonal campaigns. Even strong copy cannot help a customer who never qualifies for the intended flow, while overlapping journeys can create conflicting messages. Check entry criteria, purchase exclusions and the order of recovery messages before judging the creative alone.
How should welcome and abandonment flows avoid conflicting messages?
Give higher-intent events a clear place in the journey and review purchase exclusions, entry conditions and re-entry behaviour. Test a customer who subscribes, browses, starts checkout and then buys. The objective is a coherent sequence that changes with the customer’s actions, rather than several isolated automations competing for attention.
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