Sew Heart Felt: Gifting Email Flows Case Study

Sew Heart Felt’s flow work extended beyond recovery into birthdays, gifting and reviews, with event testing supporting the later launches.

Questions about the work

How can gifting brands create relevant reasons to return?

Sew Heart Felt’s work extended into gifting, birthdays and reviews, with event testing supporting later launches. For a gifting brand, the next buying occasion may matter more than a fixed replenishment interval. Use information customers actually share and distinguish buying for oneself from choosing a gift before personalising the follow-up.

What should a retention programme measure beyond email revenue?

Track second-purchase rate at a consistent customer age, time to the next order, product progression and customer lifetime value. Separate new and mature cohorts so a change in acquisition volume does not distort the diagnosis. These are evaluation principles for the next stage of work, not additional results claimed for this project.

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