How we helped Penrose Skin grow email faster than a store that more than tripled
Penrose Skin makes body butters for men in scents inspired by the designer colognes they already wear. A jar costs $27, against $200 or more for the bottle that inspired it.
In the 90 days to 11 April 2026, before we started, email brought in 15.2% of store revenue. Penrose needed emails that answered the biggest question buyers have, whether it really lasts, and that kept up with a store that was growing fast.
When your customer already pays $200 for cologne, every email has to prove the scent lasts
The Penrose customer cares how he smells and is tired of his cologne fading by lunch. In Penrose's own post-purchase survey, 26% of buyers said they almost didn't buy because they weren't sure it would work.
So we built the emails around proof and routine. They show when to put it on, how long it holds and which scent suits which moment, in a dark, premium look that matches the brand. The offer comes second.
A campaign calendar that taught customers how to make their scent last.
We moved Penrose to 32 campaign emails a month and gave most of them one practical job: when to apply, how long the scent holds, and which scent suits a date, the gym or the office.
Those emails did the selling. "You're applying it at the wrong time", sent on 26 September, made $112,679 from a single send. "8 AM to 11 PM, one application" made $81,251 and "The exact setup for a first date" made $80,604.
Flows that turn a new subscriber into a first order, then a second.
In June we reworked the welcome series and the abandonment flows. On 20 July we added 7 new flows: 3 post-purchase flows, a winback flow and 3 subscription flows for failed payments, pauses and cancellations.
In the last 90 days the welcome series alone made $1,072,425. Across the same window, flow revenue reached $1,984,269, up from $189,712 in the 90 days to 11 April, before we started.
Email grew from 15.2% to 23.2% of store revenue.
In the 90 days to 11 April 2026, before we started, email made $624,570 of Penrose's $4.10M in store revenue. In the 90 days to 8 October, it made $3.25M of $14.0M.
Store revenue grew 3.4 times across those two windows. Email grew faster, 5.2 times, which took its share from 15.2% to 23.2%.
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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