Ript Apparel CASE STUDY
How RIPT Apparel restarted revenue from zero by using email during a full brand relaunch
Summary
- Mission/Challenge: RIPT Apparel was going through a full brand relaunch. At the time of relaunch, revenue was effectively at zero, acquisition channels were still being tested, and the brand needed a way to restart sales while new acquisition partners and strategies were evaluated.
- Outcome: We used RIPT Apparel’s existing email list to relaunch revenue immediately, while simultaneously building a complete email system flows, campaigns, segmentation, and deliverability to support the brand during this transition phase.
- Results/Impact: Email became the primary channel used to restart and stabilize revenue while acquisition was being rebuilt and tested.
- Services:
- Email Flow Strategy & Setup
- Email Flow Management
- Email Campaign Strategy
- Email Campaign Execution
- Segmentation & Lifecycle Planning
- Deliverability Monitoring & Optimization
Client Background
RIPT Apparel had an existing audience and email list from its previous phase, but the brand itself was relaunching. Traffic and paid acquisition were not yet fully operational, making owned channels critical in the early relaunch phase.
Mission/Challenge
At relaunch, RIPT Apparel needed to restart revenue from zero while responsibly monetizing its existing email list, testing and rebuilding acquisition channels without revenue pressure, and creating a stable backend system before scaling traffic. Paid ads were intentionally delayed until messaging and offers were validated, with email serving not as a growth accelerator yet, but as the bridge between zero revenue and stable operations.
Before (Situation & Concerns)
- Revenue had reset to zero due to the relaunch
- Acquisition channels were still in testing
- An email list existed but wasn’t being fully utilized
- No structured email flows or campaign system in place
- Key Concerns:
- How to restart revenue without relying on ads immediately
- How to re-engage an existing list correctly
- How to avoid burning the list during relaunch
Previous Campaigns
Process / Solution
- Built the full backend system in Klaviyo
- Set up 12 flows with segmentation for the brand
- Designed branded campaign templates to reflect PopupTee’s identity
- Created structured segmentation for targeted messaging
- Implemented deliverability best practices to maintain inbox placement
After (Results & Impact)
- Revenue restarted from zero using owned traffic
- Email became the main monetization channel during relaunch
- Acquisition testing happened without pressure to immediately perform
- A full email system was in place before scaling ads
Email Campaigns
Email Flows
Pop-Up Forms
- Created 2 pop-ups:
- Time-delay pop-up form
- Exit-intent pop-up form
Visual Proof (Screenshots)
- Pop-up performance screenshots
Closing Line
Email helped stabilize revenue during RIPT Apparel’s relaunch and created a solid foundation for future growth.