FASHION & FOOTWEAR · CASE STUDY

Before another campaign, fix the journey.

How Thrivelia worked on audience segments, recovery flows and seasonal campaigns for the Australian lingerie retailer, starting with who actually entered each journey.

Documented work: June–November 2024

01 · THE CHALLENGE

A good email is only useful if the right person receives it.

Curvy sells bras and lingerie across a wide range of sizes, styles and brands. The customer journey can involve exploring options, comparing products and returning before buying. Email needs to reflect where someone is in that process.

Thrivelia’s June 2024 account review identified a practical set of priorities: contacts being skipped in the browsing journey, new audience segments, abandoned-checkout consolidation and bot activity. The task extended beyond writing another campaign. It involved looking at the rules and audiences underneath the sends.

The same update noted better popup results, but it did not include a comparable reporting window or numerical lift. This case study therefore focuses on the documented operational work rather than treating that observation as a quantified result.

02 · THE WORK

Start with eligibility, then connect the messages.

On 17 June, the account update recorded new segments in place. It also called out skipped contacts and ongoing checkout consolidation. Those are different states of work: the segmentation milestone was recorded, while the other items were still active priorities.

Why does that distinction matter? When someone does not receive a flow email, the first question is whether they qualified to receive it. Trigger events, audience conditions and exclusions can change the reachable audience before a subject line has any chance to help. Diagnosing entry and exclusion rules belongs alongside creative review.

Checkout consolidation addresses another practical concern: recovery journeys need clear responsibilities. As a general design principle, a recent purchaser should not keep receiving a message intended for someone who has not completed an order. The records establish consolidation work, not a measured reduction in duplicate sends.

03 · THE DELIVERY

Review the foundation before the seasonal rush.

Founder updates on 21 June and 17 July recorded further review of Curvy’s flows. That sequence shows continuing account attention beyond the initial June diagnosis. It does not establish that every issue in the first review was resolved on a particular date.

By the 21 November team strategy sync, the Curvy account update described flows and campaigns updated for Black Friday. The work had moved from the earlier segmentation and recovery priorities into seasonal preparation.

The useful connection is between evergreen journeys and campaign planning. A seasonal campaign creates another entry point into the same customer experience. Reviewing the surrounding flows helps teams consider what follows the click, rather than evaluating the campaign in isolation.

INSIDE THE DECISIONS

Connect the journey review to the next campaign.

Curvy’s work shows why campaign planning and account housekeeping belong together. A contact missed by a browsing journey cannot benefit from better browsing creative. Two overlapping checkout sequences can also make an otherwise sensible calendar feel repetitive. The June segmentation and checkout work addressed that operating context before the later seasonal updates.

The useful question for another retailer is where the customer changes state. A new signup, a product view, a checkout and a completed purchase should lead to different follow-up. Test those transitions with representative profiles, then check that a scheduled campaign does not contradict a journey already in progress. Bot activity and unresolved tracking questions should stay visible in the account review rather than disappear behind a stronger-looking dashboard.

04 · THE OUTCOME

A more deliberate programme, with evidence kept in view.

The documented milestones are new segments in place in June and updated flows and campaigns reported in November. These establish real account work. They do not, on their own, prove an incremental revenue gain, a deliverability recovery or the resolution of every skipped-contact issue.

For another retail brand, the lesson is straightforward: map who can enter each journey, review exclusions and overlap, and connect seasonal sends to the follow-up they trigger. Then measure comparable periods and distinguish implementation milestones from performance outcomes.

QUESTIONS ABOUT THE WORK

What this case study shows.

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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