A gifting brand that stopped waiting for December.

The problem

Ninety percent of their email revenue landed in a single quarter, Q4, and the list went completely cold for the other nine months of the year. Nobody was sending anything meaningful between one holiday season and the next, so most customers just heard nothing at all until the brand needed them again.

The gap

Every January, the brand was effectively starting over: paying Meta full price to reacquire customers it already had, because nothing in the account was built to re-engage them the rest of the year.

The fixes

• Occasion capture: birthdays, anniversaries and housewarming dates collected at checkout
• Year-round gifting flows triggered by those dates, with reminder SMS a week out
• Scent-profile browse abandonment: follow-ups keyed to the fragrance family viewed
• Q4 VIP early access so holiday buyers stop waiting for the sitewide sale

The result

Owned revenue share went from 9% to 31%, Q4 email revenue hit 2.4× the previous year, and February finally makes money.