Client Overview

R-ough is a brand with a powerful identity that, before our partnership, lacked the technical “nervous system” required to sustain and scale a global eCommerce business. While they were successfully attracting interest, they weren’t capturing it, leaving a significant gap between brand discovery and long-term customer loyalty.

The Challenges

The primary hurdle was the total absence of a robust email marketing foundation. Our initial audit revealed a “noisy” database with 2,800 inactive contacts, which were actively harming deliverability, compounded by a complete lack of automated triggers. Essentially, revenue was being left in abandoned carts, and first-time buyers had no structured path to becoming repeat customers.

Phase 1: Infrastructure Cleanup & Deliverability

Our priority was “cleaning the house.” We identified and suppressed inactive profiles to protect R-ough’s sender reputation. This critical step ensured that our automated sequences would land directly in the inbox, bypassing spam filters and maximizing open rates from day one.

Phase 2: Architectural Build & Core Conversion Flows

We implemented a comprehensive digital blueprint, designing 22 unique emails. Our team focused on a cohesive, mobile-first visual identity that remains responsive and optimized for dark mode. This phase established the “Revenue Backbone” through the following strategic branches:

• Newsletter Subscriber Flow (3 Emails + 2 Popups): Capturing leads via a multi-step popup strategy and converting them through brand storytelling and social proof.
• Site Abandonment Flow (2 Emails): Re-engaging “window shoppers” by highlighting brand values and top-selling collections.
• Browse Abandonment Flow (2 Emails): Targeted conversion for product viewers, utilizing dynamic product blocks and trust elements.
• Cart Abandonment Flow (3 Emails): A strategic recovery sequence designed to address objections using trust badges and core benefits.
• Checkout Abandonment Flow (3 Emails): High-urgency recovery for customers at the final purchase stage, utilizing time-sensitive incentives.
• New Customer Flow (4 Emails): A post-purchase journey focused on product education and driving the critical second sale.

Phase 3: Loyalty & Retention Framework

To maximize Lifetime Value (LTV), we expanded the system to include a specialized framework consisting of 5 specialized flows and 6 additional emails:

• Happy Birthday Flow: A 2-email celebration sequence triggered 7–14 days before the customer’s birthday.
• New Tier Unlocked: Automated recognition for customers graduating to a higher loyalty segment.
• Tier Downgrade: A strategic re-engagement trigger to prevent customers from losing their status.
• Points Expiration: Using scarcity and urgency to encourage immediate points redemption.
• Eligible for Rewards: Direct notification when a customer hits a milestone, prompting them to claim their reward.

Conclusion

This partnership transformed R-ough from a brand with no email foundation into a data-driven powerhouse. By deploying 11 automated flows and 28 unique emails, eCommerce Today has provided R-ough with a 24/7 revenue-generation system. The result is a scalable ecosystem that captures leads, recovers lost sales, and builds lasting loyalty automatically.