Reign Industries
Developing the email marketing and customer retention infrastructure for an independent streetwear brand.
Duration
3 Weeks
Category
Lifecycle Marketing
Client
Reign Industries
Year
2026
At a glance
Reign Industries had built an audience around its product drops, but its email marketing lacked the infrastructure to consistently capture, convert, and bring customers back between launches. I developed and implemented a lifecycle system designed to make better use of the traffic and customer relationships the brand was already building.
The Project
Reign Industries is an independent streetwear brand that has built a community around its distinct creative identity and product drops. While the brand had established an audience and consistent product releases, its email marketing infrastructure had not kept pace. There was an opportunity to better capture customer interest, recover potential purchases, and establish ongoing communication with customers beyond individual drops.
I was brought in to develop the brand’s lifecycle email marketing foundation, creating the automated systems needed to support customer acquisition, conversion, and retention as the business continued to grow.
The challenge
A drop shouldn’t have to do all the work
Reign Industries had built much of its momentum through product drops and its existing community, but email marketing wasn’t yet being used to its full potential.
The brand needed a stronger system for welcoming new subscribers, recovering potential customers who left without purchasing, and continuing the relationship after an order was placed. Before building, I reviewed the surrounding customer journey and identified opportunities to connect lifecycle marketing to how customers actually discovered, explored, and purchased from the brand.
The objective was to establish a foundation that could support revenue generation and customer retention beyond individual product launches.
The approach
Building the customer journey between purchases
I mapped the customer journey to identify where automated email communication could support the business, from a customer’s first interaction with the brand through purchase and post-purchase engagement.
The work included four foundational lifecycle flows:
Welcome series: Introducing new subscribers to the brand and creating a path toward their first purchase.
Browse abandonment: Re-engaging visitors who explored products but left without adding anything to their cart.
Abandoned checkout: Recovering potential purchases from customers who started checkout but didn’t complete their orders.
Post-purchase: Continuing the customer relationship after an order, reinforcing the brand experience, and creating opportunities for future engagement.
Each flow was built in Klaviyo using segmentation, modular email templates, and the technical infrastructure needed for consistent execution. The system was also designed to accommodate the brand’s release-driven business model, allowing lifecycle communication to work alongside future product drops.
The outcome
A foundation built to keep working
At the end of the three-week engagement, Reign Industries had four automated lifecycle flows in place, creating a more consistent customer experience across key stages of the purchasing journey.
The system established new opportunities to capture revenue from existing website traffic, reconnect with potential customers, and maintain communication after a purchase.
With the foundational automations in place, the brand had the infrastructure to begin measuring performance, refining customer segments, and expanding its lifecycle marketing strategy as the business grew.
Let’s work together
Your customer journey shouldn’t end at checkout.
If you’re generating traffic and sales but haven’t built the systems to capture missed purchases and bring customers back, I can help you identify the gaps and develop the lifecycle marketing infrastructure to support your growth.
