Case study · Retail & food

Bianca: an email lifecycle that keeps customers engaged.

Bianca is an Australian bedding retailer whose emails needed to do more than announce the next promotion. Email was already part of the marketing mix, but it was a series of standalone sends rather than a connected system working across the whole customer journey.

Sector: Retail & food
Service: Email marketing
Channels: Email

Digital marketingCampaign delivery

Bed made with a floral quilt cover, a waffle throw and a bedside lamp.

The challenge

What needed to change.

Bianca had email activity in place, but there was an opportunity to make the channel work much harder across the full customer journey. Sends were largely promotional and stood on their own, so there was no consistent path from first sign up through to purchase, repeat purchase and re-engagement.

The goal was to move beyond isolated promotional sends and build a connected lifecycle system: one that could welcome new subscribers, recover lost sales, improve the post purchase experience, encourage repeat purchase and keep customers engaged throughout the year.

That meant giving email a clear role at every stage, and giving the brand a voice that felt recognisably Bianca rather than generic bedding retail copy.

Approach

How the work took shape.

We mapped the role email should play at each stage of the lifecycle, from first sign up through to purchase, repeat purchase and re-engagement. Each moment was given a job to do, so the welcome journey, the abandonment flows, the post purchase emails and the nurture sequence work as one system rather than a set of separate sends.

We then refined Bianca’s brand voice so the emails felt warm, considered and recognisably Bianca. The voice centres on everyday comfort and an approachable sense of style, with real homes and real moments rather than staged perfection, carried by brand ideas such as Make yourself at home, Comfort that looks good and Beautifully lived in.

A modular Klaviyo master template kept the system consistent while allowing the message to change with customer intent. Browse, cart and checkout abandonment were treated differently, with the messaging becoming more direct as intent rose.

Post purchase and nurture emails balanced service, education and product discovery, and seasonal campaigns were kept flexible so products, creative and offers could be updated close to send.

The shift

Email moved from isolated sends to a connected lifecycle system with a clear role at every stage of the customer journey.

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The work

The work, up close.

The welcome journey introduces the brand, sets expectations and gives new subscribers a reason to make a first purchase. A three email post purchase series thanks the customer, explains what happens next, shares care guidance so products keep feeling their best, and then invites a review once the order has had time to settle in.

Browse, added to cart and checkout abandonment each have their own flow, with the message becoming more direct as intent rises, and a winback flow re-engages customers who have gone quiet. Four seasonal campaigns were developed on the same master template, covering Spring and Summer, Autumn and Winter, Black Friday and Boxing Day, each able to take new products, creative and offers close to send.

Once the new flows were live and tested, four legacy flows were archived so the account carries only the system that is doing the work. Every email is built on the one master template, so the system stays consistent as new campaigns are added.

Bianca welcome email: Make yourself at home.

Bianca nurture email: Start with the bed product categories.

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