Work / Lifecycle

B2C · Lifecycle and retention

Email, SMS and loyalty for Los Angeles apparel and lifestyle brands

$3.1M a yearat 38x ROI from email, SMS, loyalty and referral

My roleStrategy, build and reporting for email, SMS, loyalty and referrals, as TMH Advisory Group.

TeamSolo. I built and ran the program, working with Yotpo's account team to manage it and keep improving it.

Budget and timelineProgram cost $23,033 in 2023 and $28,605 in 2024, per Yotpo's reviews. The reviews do not say what the cost covers.

Vandal KimonosApparel brand film

Apparel launchesCollection drops and email

Lifestyle e-commerceVisual content for email and social

The problem

The brand had no loyalty program, no referral program and almost no email. The few emails that went out were generic and not written for different types of customers.

What I did

I built every email and SMS flow, each written for a type of customer, and set up the loyalty and referral programs.
I tested Attentive for SMS, then chose Yotpo, which ran email, SMS, loyalty and referrals together inside Shopify.
I A/B tested the flows and reviewed results every quarter with Yotpo's account team.

The result

Program revenue by yearGame Changers LA, email and SMS

View as a table

Item	Value	Note
2023	$743K	cost $23,033 · 31x ROI
2024	$1.29M	cost $28,605 · 44x ROI

Source: Yotpo quarterly business reviews and the final recap.

Where the $2.05M came fromRevenue by channel, 2023 to 2025

CampaignsFlows

View as a table

Row	Part	Amount
Three years	Campaigns	$1,083,052
Three years	Flows	$968,666

Source: Yotpo final recap. Flows earned far more per dollar than campaigns.

$2.05M

email and SMS revenue from 2023 to 2025 at a 38.47x ROI

How this was measured: from Yotpo's final recap. Campaigns brought in $1.08M and flows $969K.

31x to 44x

ROI from 2023 to 2024: $743K on $23,033, then $1.29M on $28,605

How this was measured: from Yotpo's quarterly business reviews.

1,813x

return on email flows in 2024, with SMS flows at 112x

How this was measured: from the same recap. Flows earned far more per dollar than campaigns.

$237,936

added revenue from the loyalty program: 3.9% participation against a 3 to 5% benchmark, 1,384 redeeming customers

How this was measured: from the 2024 loyalty review.

99.28%

email deliverability across 9.5 million emails

How this was measured: from the recap.

3.3 vs 1.25

average purchases, loyalty members vs non-members

How this was measured: from the loyalty analysis.

$3.1M a year

lifecycle revenue at 38x ROI across clients

How this was measured: from my own program reporting across clients. The Game Changers detail above is one of those programs.

$62K on $2K

win-back campaign revenue against spend

How this was measured: from campaign reporting.

What I am not claiming. Revenue is attributed by Yotpo, so it is not proof of incremental sales. The Game Changers figures above are one client. The $3.1M a year is across clients.

How I got there

I audited what existed, split customers into types, built the flows for each type, then launched loyalty and referrals. After that I A/B tested the flows and reviewed revenue every quarter in Yotpo's business reviews.

Stack and workflow

Shopify and Yotpo (email, SMS, loyalty and referrals in one stack). I also tested Attentive for SMS.

What I learned

Automated flows beat campaigns by a wide margin on return. Build the always-on messages first, then add campaigns on top.

Reference

"His ability to explain multi-touch attribution channels, and pinpoint exactly where we had to optimize showed his analytical ability."
Winifred T., Netflix Ads

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