The fashion brand that finally learned to sell to its own list.
Background
Ecru's wholesale business at first was over 90% of total revenue — 500+ stores carried the line while the DTC side idled. After a full year of slow online growth, they brought in Needle Movement to build the digital playbook.
What we did
Ecru proved the best retention marketing opportunity isn't the empty one. It's the one where every box is checked.
Ecru had the boxes checked — welcome series, post-purchase, abandoned cart, live and sending. Nobody needed to "start email marketing." In their mind, the checklist was done. The growth was hiding inside flows the team considered finished.
Over 30 months we reworked each one — welcome, cart abandon, post-purchase, winback, price drop — and added the layers a checklist never mentions: list growth and a real product-launch cadence. $13K to $108K a month, out of a program that already existed. Optimization numbers, not setup numbers.
It helped that we know Shopify stores well too: onsite conversion-rate fixes including a Shopify migration and redesign added a huge lift, and every email landed on a site that closed better.
The reason why the company is called Needle Movement is because you actually move the needle. We experienced continuous triple-digit growth from when we started working with you.
The results
- Email performance went from $13,000 to $108,000 per month. Over 26,000 emails were added to the core list.
- Online sales grew 580% — reaching multi-million-dollar ecommerce revenue for the first time in the brand's history.
Wholesale built the brand. Email built the DTC business.
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