The goal was to re-engage lapsed customers and drive repeat purchases through a targeted, automated winback program.

The business needed a scalable solution that could contribute to incremental revenue without relying on one-off campaigns.

• I led the strategy, build, and optimisation of the automated winback flow. This included setting up the journey trigger in Klaviyo, building dynamic email templates, and implementing unique coupon codes

• I worked closely with internal stakeholders to ensure the messaging aligned with brand tone and broader lifecycle objectives

• The automated winback flow successfully re-engaged inactive customers and became a core component of Bed Threads’ lifecycle email strategy

• The program contributed to increased repeat purchases and demonstrated the value of personalised, data-driven automation in driving long-term customer retention