Results

Results

Needle Movement has worked with 40 brands since 2015 and generated $22 million dollars from email and sms revenue.

While each business is unique, there are common challenges. Often, the in-house team doesn’t have time to develop lifecycle marketing.

Other times, we just focus on what works best, such as cart abandon and then, triple the revenue coming from there.

The benefit of working with many stores is accelerated learnings. One tactic that moves the needle for one store can quickly apply to another.

See how we have helped brands achieve email & sms marketing success.

Previous Work

ecru (luxury fashion)

BACKGROUND
Ecru is a minimalist luxury fashion label based in New York City whose clothing line is carried in over 500 stores in North America. Ecru required digital expertise as their wholesale business was over 90% of total. After a full year of slow e-commerce growth, they approached Needle Movement.
WHAT WE DID
Needle Movement developed the digital marketing playbook for ecru – email marketing and paid search were the main contributors to profitable growth over a 30-month engagement.
Ecru had done email marketing before and the program was evolved to include: list growth, product launches, and setting up core lifecycle automations (welcome, cart abandon, post-purchase, winback) in order to increase customer retention.
THE RESULTS
Email performance went from $13,000 to $108,000 per month.
Over 15,000 additional emails were added to the core list.
Online sales increased 580% to reach multi-million dollar sales for the first time.

Lafayette 148 New York

Needle Movement founder Stephen Carl worked at Lafayette 148 New York, a popular luxury brand specializing in upscale womenswear with over $200 million in total annual sales.
Lafayette had great success with department stores and direct mail. And needed an expert to sort thru all their options in email marketing, paid media and eCommerce strategy.
UNIQUE CONTRIBUTIONS
There were key wins at Lafayette 148 in email marketing.
Email marketing became an early opportunity to engage active buyers and created layered marketing campaigns behind new seasonal launches and a monthly sales cadence.
Lafayette was sending email campaigns beforehand but the entire strategy was refined along with an ESP migration to enable more sophisticated automations.
A favorite tactic that was introduced was a customer retention initiative – Lafayette would send out monthly birthday cards to VIP buyers – first by email and then, thru a physical card. The order rate was unheard of - a 16% conversion rate from recipients.
THE RESULTS
Added over 72,500 new email subscribers to list.
Over a four-year period, email revenue grew from $1.36 million to $12 million.
Developed high-impact email automations including cart, browse abandonment and post-purchase for an additional $1.8 million in revenue.

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bklyn-cloth-cover+copy.jpg — Brooklyn Cloth

BACKGROUND
Brooklyn Cloth is a men's streetwear label that’s targeted to Gen Z and Millennial shoppers.
Its parent company, Icer Brands is one of the main licensees of NBA and NFL merchandise.
The brand approached Needle Movement to bolster its email and SMS strategy.
WHAT WE DID
In Spring 2022, we audited the current campaigns and lifecycle automations and prepared for a switch to Attentive platform for both email and SMS.
After a smooth two-month ESP migration from Klaviyo to Attentive, Needle Movement built out all the lifecycle messaging alongside the Brooklyn Cloth team including welcome series, post-purchase, cart abandon, browse abandon, sunset, and winback notifications.
Brooklyn Cloth has its own marketing team and Needle Movement works as an extension to fill skill gaps such as audience segmentation, automation strategy and copywriting.
THE RESULTS
Brooklyn Cloth email and SMS revenue reached $50,000 per month for the first time, up from $18,000.
Brooklyn Cloth gained 17,000 new SMS subscribers.
The company saved $6,000 in SMS spend one month thanks to our team diving deep into analytics and uncovering a hidden mistake.

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Bad.no

BACKGROUND
Bad is a leading bathroom renovation and plumbing superstore in Scandanavia, the “Lowe’s” of Norway. After switching to Shopify Plus, Needle Movement was brought in to integrate and build a comprehensive email marketing strategy on Klaviyo.
WHAT WE DID
Needle Movement created all the primary lifecycle email automations from scratch.
Each automation – welcome, abandoned cart and post-purchase – was built with the psychology of the home owner who’s planning a renovation. Addressing their fears - money pit, time suck, nightmare project - while emphasizing Bad’s best traits - 100,000 projects done, climate-neutral delivery and price-matching.
RESULTS
A “million-dollar cart abandon email” - a Klaviyo automation series went from $0 to $1.25 million in the past year.
An email welcome series that has generated $650,000 in one calendar year.

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Testimonials