Roo & You was sending the same email to everyone and catching only abandoned carts. We rebuilt their retention program around tiered segmentation and full-funnel flows before BFCM, driving 51% revenue growth and 122% more flow revenue.

Services: Email Marketing | Market: Canada | Campaign Duration: BFCM 2025

The Challenge

Roo & You came into Black Friday with a retention program that treated every subscriber identically. The full list got the same sends at the same cadence, which meant the most engaged buyers were under-mailed while the least engaged were fatigued — and deliverability suffered for it. Their automated flows covered cart abandonment only, so shoppers who browsed a product or bailed at checkout left no trace and got no follow-up. Heading into the most competitive inbox window of the year, the gaps were expensive.

What We Did

We replaced list-wide blasting with tiered segmentation, splitting subscribers by engagement level and mailing each tier at a different frequency — heavier to the engaged, lighter to the rest.

The mechanics matter here: sending less to disengaged subscribers isn’t about sending less overall, it’s about protecting sender reputation. Inbox placement is scored on how recipients actually behave, so pruning low-engagement volume lifts open rates across every send that follows — including the ones going to your best customers. Frequency to the engaged tier could then go up without the usual deliverability penalty.

We closed the funnel gaps at the same time, layering Browse Abandonment and Checkout Abandonment flows on top of the existing Cart Abandonment setup. These catch two distinct moments of intent that cart abandonment misses entirely: the shopper who never added to cart, and the shopper who reached checkout and stalled. Both flows went live ahead of BFCM, so the highest-traffic period of the year was the first one they ran against.

The Results

• 51% revenue growth — period over period across the email channel
• 122% higher flow revenue — automated flows more than doubled their contribution
• 153% higher CTR — segmentation put relevant sends in front of the right tier
• 40% higher open rate — a direct read on improved deliverability
• $38K from two new flows in two weeks — Browse and Checkout Abandonment alone, during the BFCM window

The Takeaway

Most brands treat email frequency as a volume decision when it’s really a deliverability decision. Segmenting by engagement and mailing tiers at different cadences lifts performance for everyone on the list, because inbox placement improves for every send that follows. And if your only automated flow is cart abandonment, you’re catching the last step of intent and missing the two before it — the cheapest revenue in the program is usually the flow you haven’t built yet.