How we helped a watch brand grow email and SMS revenue by 117%
Hugo Poedagar sells steel watches with a luxury look at an accessible price. Nobody runs out of a watch, so there is no reorder to remind people about. Growth had to come from bigger first orders and from turning one-time buyers into collectors.
We rebuilt their email and SMS around that idea. Every key flow treats past buyers differently from new shoppers, an order editing upsell lifts the order right after checkout, and the post-purchase flows are built to earn the second watch.
Built for a product nobody runs out of
Most retention plans lean on replenishment. A watch buyer will not need another one in 30 days, so those flows have nothing useful to say to them.
We asked 2 questions at every step instead: has this person bought before, and how many watches do they already own? A new shopper needs proof the watch is worth the money. A past buyer already trusts the brand and needs a reason to add one more. Splitting the flows on those answers, together with the order editing upsell, grew email and SMS revenue by 117% in a few months.
The plan: split every flow by what the customer already owns.
We built 10 flows, from browse abandonment to win back, and split them by customer history. In cart, browse and site abandonment, new shoppers get the case for the watch: 316L stainless steel, sapphire crystal glass, 100-day returns and a 2-year warranty. Past buyers skip the pitch. In the cart they get a Buy 1 Get 1 Free offer to grow their collection.
The Nautilus got its own cart path. Someone who leaves it behind already knows which watch they want, so those emails sell that one model instead of the whole range.
The second watch: a modern upsell with order editing.
A classic upsell asks for a second order days later, with a new checkout and a new shipping fee. We used order editing instead, so the customer adds to the order they just placed before it is packed.
Minutes after checkout they get an email and a text: add any watch in the next 30 minutes and take 15% off each one, in the same parcel. Intent is at its highest and the payment is already done. The text goes out with the email, because a 30-minute window needs a channel people read straight away. A reminder email lands with 10 minutes left. Every add-on raises the value of an order already won, without paying to acquire anyone.
Repeat orders: earn the second watch, then the third.
The first job after delivery is making the watch feel right. The after-delivery series covers sizing the bracelet, care and styling, because a watch that fits gets worn, and a watch that gets worn sells the next one.
From there the emails split by what each customer owns. Someone with 1 to 3 watches, someone who bought 4 or more at once and someone on their second order each get their own series, with collector perks like early access to new releases and 20% off the next watch. Follow-ups at 30 and 60 days keep the brand close, and win back leads with new arrivals, because collectors come back for what is new.
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faqs.
Some questions we get often.
We help eCommerce brands grow repeat revenue. That means building out your full retention strategy - email, SMS, WhatsApp, and more - so you can convert more customers, increase LTV, and reduce reliance on paid ads.
Not even close. We’re a full CRM and retention partner. Email is the foundation, but we also optimize your tech stack, fix broken data flows, scale SMS, improve tracking, and design customer journeys across every touchpoint.
We don’t do templates or “30% email revenue” vanity metrics. Every strategy is built from scratch based on your business model, goals, margins, and customer behavior. And everything is done in-house - no juniors, no outsourcing.
You work directly with senior strategists who have built and scaled brands - not junior account managers. From strategy to execution, we stay hands-on.
We're a Klaviyo-certified email marketing agency - we build everything natively in the platform, though we're no strangers to the wider CRM ecosystem when the brief calls for it.
If you’re a DTC brand doing over $2M/year and care about retention, LTV, and owned growth - you’re in the right place. Especially if you’re tired of generic playbooks and want a partner who actually gets under the hood.
Absolutely! Our free audit reveals exactly where your setup has gaps, and what we’d do to fix it. There’s no pressure to work together right away. You’re welcome to take the insights and run with them. When you're ready to work together, we’ll be here.
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