The challenge01
Cinema Secrets, a professional cosmetics brand, didn't yet have email as an established channel. There was revenue to unlock, but no program built to reach it.
From afterthought to 30% of revenue.
How ATTN established email as a core channel for Cinema Secrets, with cohort-based cadences and a re-engagement strategy.
Share of annual revenue
30%
Now driven by email.
Highly engaged cohort
+150%
Growth in the most engaged customers.
Re-engaged cohort sales
+100%
From customers who had gone quiet.
The approach02
- A new channel, built properly. ATTN established email as a core channel for the brand.
- Cohorts and cadences. Specific customer cohorts received specific emails on cadences matched to how engaged they were.
- Nobody written off. Disengaged subscribers were included in promotional, holiday, and sale sends, giving them a reason to come back.
The results03
Email now accounts for 30% of annual revenue. The highly engaged customer cohort grew 150%, and sales from the re-engaged cohort rose 100%.
Your turn
What would this look like for your brand?
Tell us where you are and what you are trying to hit. We will tell you honestly whether we can get you there.
✓
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