Perk Clothing: Apparel Email Flows Case Study

Perk’s lifecycle work refreshed welcome and recovery messages while adding post-purchase follow-up and more deliberate audience rules.

Questions about the work

How should welcome, recovery and post-purchase messages work together?

Perk Clothing refreshed welcome and recovery messages and added post-purchase follow-up with more deliberate audience rules. Treat the customer’s latest action as a change in context: a person browsing, checking out or already buying needs a different next message. Review the handoffs between journeys as well as each email in isolation.

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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