What If inknbox Built Earthletica a Fit-, Drop-, and Impact-Led Lifecycle Engine for Up to 40% More Revenue?

A strategic “What If” lifecycle marketing case study for Earthletica

This is an independent strategic case study created by inknbox.

inknbox does not claim to manage Earthletica. This case study is not intended to criticize Earthletica, its internal team, or any current agency partner. This is part of the “What If” series, where inknbox analyzes public-facing eCommerce and DTC brands and shows how we would structure the brand’s lifecycle marketing system if responsible for retention, repeat purchases, referral, replenishment-style repeat purchase, email/SMS automation, segmentation, paid retargeting, and long-term customer value.

This case study is based on public website research, visible product structure, category behavior, strategic lifecycle assumptions, and the uploaded Brand Prospect Research file. It does not claim access to private Shopify data, Klaviyo data, ad account data, revenue data, customer data, inventory data, or internal analytics. The uploaded command prompt requires this case study to remain hypothetical, independent, and based on public research rather than private business data.

Earthletica is a strong lifecycle marketing candidate because the brand already has a clear mission, founder credibility, technical sustainability proof, high-consideration activewear products, limited-drop behavior, colour-led collections, fit-sensitive buying behavior, and natural product-pairing opportunities. The site navigation shows product categories including sports bras, shorts, onesies, tights, jackets, tees, edits, and gift cards, with edits such as Blush, Sorbet, Midnight, Plum, Serve, and Sunkissed visible in the shop menu.

The central “What If” question is:

What if Earthletica’s performance activewear, founder story, fit education, colour edits, limited drops, sustainability proof, and post-purchase care were connected into one lifecycle revenue engine?

Based on Earthletica’s visible product structure and lifecycle opportunity, the brand could hypothetically unlock up to 40% additional lifecycle-driven revenue through stronger lead capture, fit-finder segmentation, product-specific browse and checkout recovery, back-in-stock flows, drop waitlists, set-building automation, post-purchase care, UGC, referral, winback, and Klaviyo-to-Meta retargeting.

Overview

Earthletica operates in a strong lifecycle category because activewear purchases are emotional, functional, size-sensitive, style-sensitive, and repeatable. Customers are not only choosing a pair of tights or a crop. They are evaluating fit, compression, support, fabric feel, squat-proof confidence, workout type, colour matching, sustainability claims, founder credibility, shipping, returns, and whether the product is worth a premium price.

That makes Earthletica a strong candidate for a CRM system built around fit, performance, colour, drop behavior, and impact.

Growth Area	Lifecycle Opportunity
New visitor conversion	Replace generic signup capture with a “Find Your Earthletica Fit” or “Get Early Drop Access” system that captures workout type, size, compression preference, colour/edit interest, and sustainability motivation.
First purchase activation	Educate shoppers on BodySculpt™ fabric, support level, sizing, AU size conversion, workout use cases, founder credibility, PFAS-free innovation, returns, and shipping.
Repeat purchase growth	Move first-time buyers into matching-set recommendations, colour-edit expansion, seasonal refreshes, technical jacket education, and drop waitlists.
Loyalty / early access growth	Use VIP-style early access, back-in-stock alerts, UGC, referral, and community recognition rather than forcing a subscription model that does not naturally fit activewear.
Average order value	Increase AOV through crop + tight, crop + short, sports bra + tight, jacket + layering, onesie + tee, and colour-edit set recommendations.
Long-term retention	Use post-purchase care, fit feedback, wash guidance, #LoveEarthletica UGC, new drops, size restocks, impact education, and seasonal campaigns.
Paid media efficiency	Sync Klaviyo segments to Meta by product interest, size, colour edit, workout type, abandoned checkout, waitlist, UGC engagement, VIP/drop interest, and lapsed behavior.

Klaviyo should act as the central lifecycle CRM, not just an email-sending platform. The CRM should understand whether someone is shopping for a supportive crop, studio tight, pocket short, onesie, technical jacket, relaxed tee, matching set, specific colour edit, or sustainable activewear education.

Earthletica’s Background

Earthletica publicly positions itself around performance, style, and sustainability. Its About page says the brand exists to prove shoppers do not have to choose between performance, style, and the planet, and describes Earthletica as a B Corp certified Australian activewear brand using recycled and organic fibres while avoiding added harmful chemical treatments.

Category	Details
Brand Positioning	High-performance sustainable activewear that looks like fashion and moves the industry away from virgin plastic and harmful chemical treatments.
Core Product Type	Premium women’s activewear and athleisure, including performance crops, tights, shorts, onesies, jackets, tees, edits, and gift cards.
Main Product Categories	Sports bras, shorts, onesies, tights, jackets, tees, edits, gift cards, latest drops, full catalogue, and colour collections.
Brand Communication Style	Mission-led, performance-aware, sustainability-backed, female-body focused, technical, confident, and community-driven.
Customer Behavior Type	Fit-sensitive activewear buyers evaluating size, compression, support, workout type, colour matching, technical fabric, sustainability proof, and returns.
Core Revenue Opportunity	Fit confidence, product-specific recovery, drop waitlists, back-in-stock flows, matching-set cross-sell, colour-edit expansion, jacket education, UGC, and Meta retargeting.
Audience Characteristics	Women who move across HIIT, gym, Pilates, yoga, running/cardio, walking, athleisure, and lifestyle wear; sustainability-conscious shoppers; founder-led brand followers.
Marketing Opportunity	Turn Earthletica’s mission and product details into guided buying journeys by size, workout type, fit preference, colour/edit, and impact motivation.
Retention Potential	Strong for repeat activewear purchases, matching sets, seasonal drops, size restocks, colour expansion, technical outerwear, and gifting.
Ideal Automation Structure	Fit-led welcome + product-specific browse/checkout + back-in-stock + drop waitlist + post-purchase care + matching-set cross-sell + review/UGC + winback + sunset.

Earthletica’s “where we’re at” section lists technical proof points including the Bronte Jacket, Australian design, OEKO-TEX® testing, 75% recycled materials in tights/shorts/crops, and GOTS-certified natural outerwear. Founder credibility is also strong: Bronte Campbell OAM is listed as Co-Founder & CEO, with Olympic gold-medal and world champion credentials.

The Core Growth Hypothesis

Our hypothesis is simple:

Earthletica could generate up to 40% additional lifecycle-driven revenue if its customer journey were rebuilt around fit confidence, workout-type intent, size and colour preference, limited-drop demand, sustainability education, post-purchase care, matching-set expansion, UGC, referral, and cross-channel retargeting.

This additional revenue would not come from one single flow.

It would come from the combined effect of multiple lifecycle systems working together.

Revenue Lever	Expected Role
Welcome flow optimization	Convert more new subscribers by educating them on Earthletica’s performance, planet, PFAS-free future, fit logic, and product ecosystem.
Fit finder / product finder	Capture size, workout type, compression preference, style preference, and colour-edit interest before first purchase.
Browse and checkout abandonment	Recover high-intent shoppers with exact product, size, fit, return, shipping, and colour-set reassurance.
Post-purchase education	Increase satisfaction through washing, compression care, colour care, microplastic guidance, styling, and “how it should fit” education.
Repeat-purchase automation	Bring buyers back for matching pieces, new drops, seasonal refreshes, colour edits, size restocks, and jacket/athleisure expansion.
Loyalty / early-access conversion	Convert engaged buyers into early-access drop subscribers, VIP waitlist members, UGC advocates, and repeat set-builders.
Cross-sell and bundle logic	Increase AOV through crop + tight, crop + short, sports bra + tight, jacket + layering, and edit-based recommendations.
SMS reminders	Use consented SMS for restock, size-back-in-stock, limited drops, checkout reminders, and early access.
Referral program	Use #LoveEarthletica, founder-led community, and fit confidence to turn happy buyers into acquisition sources.
Meta retargeting audiences	Retarget by product view, size, colour edit, checkout intent, drop interest, back-in-stock waitlist, and lapsed customer behavior.
Winback and sunset flows	Recover lapsed buyers with new colour edits, size restocks, care-led content, and preference-center reactivation while protecting deliverability.

The attached Brand Prospect Research identifies the strongest opportunity as turning Earthletica’s story into a fit-, performance-, colour-, drop-, and impact-led lifecycle system.

Priority-Based Tools & Automation Infrastructure

Layer	Tool / System	Purpose
Core CRM	Klaviyo	Email, SMS, flows, segmentation, campaign orchestration, lifecycle analytics, drop announcements, and back-in-stock logic.
Commerce Platform	Shopify, inferred from public account/register/shopify references and checkout ecosystem	Purchase data, SKU data, product views, cart behavior, checkout events, variants, sizes, product tags, and collections.
Customer Data Layer	Klaviyo profile properties	Size, workout type, product interest, colour/edit preference, compression preference, sustainability motivation, drop interest, and lifecycle stage.
Automation Logic	Klaviyo flows + Shopify events	Triggered messaging based on viewed product, added-to-cart, checkout started, purchase, product delivered, size waitlist, drop signup, and lapsed behavior.
Loyalty / Early Access Layer	VIP/drop access logic	Early access, size restock priority, UGC recognition, referral rewards, and high-value customer treatment.
Back-in-Stock Layer	Klaviyo / Shopify back-in-stock alerts	Convert sold-out products into future revenue by product, size, colour, and edit.
Analytics	Klaviyo analytics + GA4 + Shopify reports	Flow revenue, campaign revenue, AOV, LTV, drop conversion, set completion, waitlist conversion, and segment performance.
Retargeting	Meta Ads custom audiences	Email/SMS subscriber retargeting, product-specific recovery, size restock ads, drop ads, winback, and lookalike audiences.
Lead Capture	Website popups, fit finder, landing pages, Meta lead forms	Grow email/SMS list while capturing first-party preference data.
Referral	Referral / loyalty tool	Friend incentive, referrer reward, UGC-to-referral loop, and community acquisition.

Recommended customer profile properties

Profile Property	Purpose
product_interest	Sports bras, crops, tights, shorts, onesies, jackets, tees, edits, gift card.
workout_type	HIIT, running/cardio, Pilates, yoga, gym, walking, athleisure, everyday wear.
fit_preference	Compressive, true-to-size, relaxed/all-day, high-support, sculpting.
size_preference	AU 6, 8, 10, 12, 14, or future expanded sizes.
colour_edit_preference	Blush, Chocolate, Clay, Lemon, Midnight, Pink Sand, Plum, Serve, Sorbet, Sunkissed, Choc-Lemon, Pink-Clay.
fabric_interest	BodySculpt™, recycled nylon, organic cotton, PFAS-free outerwear, OEKO-TEX® testing, GOTS, GRS.
sustainability_motivation	PFAS-free, recycled materials, B Corp, low-waste, end-of-life recycling, clean fabric.
drop_interest	New drop, limited drop, back-in-stock, early access.
wishlist_product	Product, colour, and size saved.
back_in_stock_product	Exact product/size/colour waitlist.
last_category_purchased	Drives post-purchase, cross-sell, and winback logic.
last_colour_purchased	Powers colour-edit expansion and matching-set recommendations.
last_size_purchased	Powers size-specific restock and product recommendations.
set_completion_status	Identifies whether shopper owns crop only, tight only, short only, or full set.
gift_intent	Birthday, holiday, fitness gift, community gift, gift card.
ugc_status	Has shared #LoveEarthletica, review submitted, photo submitted, community engaged.
discount_usage	Controls promotional exposure.
sms_opt_in_status	Controls SMS for restock/drop/checkout.
vip_value	Identifies high-value customers, repeat buyers, full-price buyers, and early-access candidates.

Product and SKU logic matters because a Golden Hour Crop, Clay Studio Tight, Chocolate Pocket Short, Pink Sand Tank, Bronte Jacket, onesie, tee, and gift card all require different messaging. A crop needs support and fit explanation. Tights need compression and squat-proof reassurance. Shorts need coverage and pocket/lifestyle context. Jackets need technical sustainability education. Gift cards need occasion logic.

Lifecycle Architecture Design

Lifecycle Stage	Main Goal	Strategy
Acquisition	Capture new leads and first-party data	Fit finder, drop waitlist, first-order incentive, sustainability guide, Meta lead capture, and colour-edit preference capture.
Activation	Convert subscribers and first-time buyers	Welcome flow, founder story, BodySculpt™ education, size guide, workout-type recommendations, product finder, returns/shipping reassurance.
Retention	Increase repeat purchases and set completion	Post-purchase care, matching-set flow, colour-edit expansion, back-in-stock alerts, size restock, new drop flow, UGC/review flow.
Expansion	Increase customer lifetime value	VIP early access, jacket/technical outerwear education, athleisure expansion, referral, gift cards, Meta retargeting, winback.

Customers should move through the lifecycle based on:

What category they viewed.
What product they added to cart.
What size and colour they selected.
What they started checkout with.
Whether they bought a crop, tight, short, sports bra, onesie, jacket, tee, or gift card.
Whether they bought one piece or a matching set.
Whether they viewed sold-out products.
Whether they joined a drop waitlist.
Whether they are waiting for a size or colour.
Whether they care most about performance, style, sustainability, or founder story.
Whether they engaged with #LoveEarthletica.
Whether they are a VIP, full-price buyer, discount-sensitive buyer, or lapsed customer.
Whether they should receive Meta retargeting.

This structure prevents random campaign marketing. It turns Earthletica’s product catalogue into a guided customer journey from fit discovery to first purchase, from first purchase to set completion, and from set completion to drop loyalty.

Lead Capture Strategy

1. Website Popup System

Earthletica’s lead capture should feel like a premium fit and drop-access experience, not only a discount box. The public site shows a “Get $20 off your first order” signup message on some pages, while the uploaded audit notes that another public footer showed 15% off in a different regional context, making offer consistency worth auditing.

Visitor Behavior	Lead Capture Strategy
First-time visitor	“Find Your Earthletica Fit” quiz with size, workout type, fit preference, and first-order incentive.
Product/category browser	Category-specific capture: “Find your crop fit,” “Find your tight,” “Build your matching set,” or “Get jacket tech notes.”
Colour/edit browser	“Get early access to this edit” or “Tell us your colour preference.”
Sold-out product viewer	Back-in-stock signup by size, colour, and product type.
Drop browser	Drop waitlist with early access instead of discount.
Sustainability content visitor	“Get the clean activewear guide” or “Learn what PFAS-free activewear means.”
Returning visitor	Personalized reminder based on last viewed product, saved wishlist, size, or colour edit.
Exit-intent visitor	First-order incentive, fit guide, product finder, or drop-access signup.
Email + SMS signup	SMS reserved for size restocks, limited drops, early access, checkout reminders, and delivery updates with explicit consent.

Popup headline:
Find Your Earthletica Fit

Supporting copy:
Tell us how you move — HIIT, Pilates, yoga, running, gym, or everyday wear — and we’ll guide you toward the size, support, and set that fits your body and your values.

CTA:
Start My Fit Guide

SMS consent should clearly explain that messages may include drop alerts, back-in-stock reminders, checkout reminders, and product updates, with opt-out language and frequency expectations.

2. Paid Ads Lead Capture Landing Page

Meta and Google traffic should not always be sent directly to product pages. Activewear buyers often need fit confidence before purchase, and Earthletica’s differentiation requires education.

The lead capture page should include:

“Find Your Earthletica Fit” quiz.
Workout-type selector: HIIT, running/cardio, Pilates, yoga, gym, walking, athleisure.
Fit preference: compressive, supportive, true-to-size, relaxed/all-day.
Product recommendation: crop, tight, short, onesie, jacket, tee, or set.
Colour/edit preference.
Size guidance and AU size conversion.
BodySculpt™ fabric education.
Founder story and female-performance design angle.
Sustainability proof: B Corp, recycled materials, OEKO-TEX®, GOTS/GRS, PFAS-free innovation.
First-order incentive or drop-access incentive.
Email/SMS signup.
Best-seller CTA.
Returns and shipping reassurance.

The goal is not only immediate purchase. The goal is to capture first-party preference data and move visitors into Klaviyo, where Earthletica can continue guiding them with relevant fit, product, colour, and drop education.

3. Referral Program

Referral should be built around confidence, movement, community, and the brand mission.

User Type	Offer
Referred friend	First-order incentive, fit finder result, early drop access, or set-building guide.
Existing customer	Store credit, discount, VIP early access, gift-card reward, or #LoveEarthletica recognition.

Referral triggers

First purchase delivered.
Second purchase.
Positive review.
Matching set completed.
UGC submission.
#LoveEarthletica participation.
New drop purchase.
Size exchange completed successfully.
VIP qualification.
Gift card purchase.

Brand-specific referral message:
Know someone who deserves activewear that performs, fits, and reflects what they care about? Share Earthletica and give them a better way to move.

Core Klaviyo Flow System

Below is a curated selection of email design concepts illustrating how the proposed Klaviyo flow system could be translated into a cohesive, conversion-focused customer experience. While the complete lifecycle strategy includes several additional flows, this preview highlights three core sequences: four selected emails from the seven-email Welcome Flow, one email from the three-email Browse Abandonment Flow, and one email from the three-email Checkout Abandonment Flow. The remaining flows would be developed with equally tailored, brand-aligned email designs to ensure consistency across the full lifecycle marketing system.

INTERACTIVE FLOW SHOWCASE

Flow Breakdown by Lifecycle Stage

Explore the key automation flows built across acquisition, recovery, retention, loyalty, and reactivation — all in one compact, interactive view.

Welcome Flow

01/ 10

Purpose: Convert new subscribers into first-time buyers while educating them on Earthletica’s product ecosystem.

Entry criteria:

Email signup.
Fit finder signup.
Drop waitlist signup.
Back-in-stock signup.
Meta lead form signup.
Sustainability guide signup.
SMS signup.

Exit criteria:

Purchase.
Unsubscribe.
Enters checkout abandonment.
Enters back-in-stock flow.
Enters product-specific drop waitlist flow.

Email	Timing	Purpose
Email 1	Immediately	Welcome, brand promise, incentive or drop-access CTA, best-seller path.
Email 2	+1 day	Why Earthletica exists: performance, style, planet, clean activewear.
Email 3	+2 days	Fit guide: compression, support, size, workout type, AU size selection.
Email 4	+3 days	Product finder: crops, tights, shorts, sports bras, onesies, jackets, tees.
Email 5	+5 days	Sustainability proof: B Corp, OEKO-TEX®, recycled materials, GRS, GOTS, Upparel, GreenStory.
Email 6	+7 days	Founder story: Bronte Campbell, female performance design, women who move.
Email 7	+10 days	Final conversion email with personalized set recommendation by size, workout type, and colour preference.

Welcome segmentation logic

Subscriber Signal	Welcome Path
HIIT / running / cardio	High-support crops, tights, sweat-wicking fabric, compression, pocket shorts.
Pilates / yoga	Studio Tight, tanks, crops, onesies, softer movement language.
Gym / strength	Compressive support, squat confidence, crops + tights + shorts.
Athleisure	Tees, jackets, tanks, lifestyle styling, relaxed fit.
Sustainability motivation	PFAS-free, recycled materials, B Corp, OEKO-TEX®, end-of-life recycling.
Colour preference	Matching-set recommendations by edit.
Size uncertainty	Fit guide, size guide, return/exchange reassurance.
Drop waitlist	Early-access sequence before standard welcome selling.
Gift interest	Gift card, size-safe gifting, fitness gift path.

Browse Abandonment Flow

02/ 10

Purpose: Bring back visitors who viewed a specific product or category but did not add to cart or purchase.

Entry criteria:

Viewed product or collection.
No add-to-cart.
No purchase.
Eligible subscriber.
Not already in checkout abandonment.
Product available or waitlist/alternative available.

Exit criteria:

Added to cart.
Purchased.
Unsubscribed.
Product is unavailable and customer joins waitlist.

Email	Timing	Purpose
Email 1	2–4 hours	Exact product reminder + core fit/performance benefit.
Email 2	+1 day	Product-specific proof, fabric education, size guidance, reviews, or sustainability detail.
Email 3	+2 days	Matching-set recommendation, fit reassurance, returns/shipping reminder, or waitlist CTA.

Product-specific routing

Viewed Product / Category	Browse Abandonment Focus
Golden Hour Crop	High-intensity, yoga, Pilates, cardio use cases; BodySculpt™ fabric; compression; matching tight/short recommendations. Earthletica describes the product as suitable for high-intensity workouts, yoga, Pilates, and cardio, with compressive, soft, stretchy, comfortable, sweat-wicking quick-dry fabric.
Pink-Clay Double Crop	Support, layered technical fit, limited drop status, matching Clay/Pink Sand bottoms.
Choc-Lemon Double Crop	Best-seller/social proof angle, support, colour-edit styling, matching Lemon/Chocolate pieces.
Clay Studio Tight	Sleek 7/8 tight, supportive fit, Pilates/yoga/gym path, matching Clay crop/tank.
Chocolate Studio Tight	Low-stock urgency if shown as limited availability, set completion with Chocolate crop/short/tank.
Chocolate Pocket Short	Pocket functionality, gym/walk/run use case, warm neutral colour, crop pairing.
Clay Pocket Short	Strong/two-tone retro styling, matching crop/tank, high-movement confidence.
Pink Sand Tank / Clay Tank / Lemon Tank	Light, versatile, refined layering, studio-to-street styling.
Onesies	Full-body fit confidence, size guide, movement coverage, styling with tee or jacket.
Bronte Jacket	High-ticket technical education: PFAS-free, 100% recycled nylon, plant-based weatherproofing, recycled tape-free zipper.
Tees / athleisure	Lifestyle wear, natural material story, post-workout layering.
Gift Card	Size-safe gifting, birthday/holiday/fitness-community gift.
Collection / edit page	Colour-edit story and complete-the-set recommendations. Earthletica states that all pieces are designed to work together for many combinations.
Sold-out product	Size/colour waitlist, alternative piece, drop alert, SMS opt-in.

This flow should feel like:

“Still thinking about this piece? Here’s how it fits, how it moves, and what completes the look.”

Checkout Abandonment Flow

03/ 10

Purpose: Recover high-intent buyers who started checkout but did not complete purchase.

Entry criteria:

Started checkout.
No purchase within defined window.
Eligible subscriber.
Product available.
Not in duplicate checkout suppression.

Exit criteria:

Purchase.
Unsubscribe.
Product unavailable.
Customer enters support or return issue flow.

Email/SMS	Timing	Message Focus
Email 1	1 hour	Product-specific cart reminder + quick checkout CTA.
SMS 1	3–4 hours	Short reminder for SMS-consented shoppers only.
Email 2	+1 day	Fit, size, returns, shipping, fabric, support, and sustainability reassurance.
Email 3	+2 days	Final reminder with set-completion, low-stock/drop, waitlist, or controlled incentive angle.

Checkout objection handling

Checkout Item	Likely Objection	Message Angle
Crop / sports bra	“Will it support me?”	Support level, compression, workout type, size guide, reviews.
Tights	“Will they stay in place / feel squat-safe?”	BodySculpt™ support, compression, fabric movement, return reassurance.
Shorts	“Will coverage and fit work?”	Workout use case, pocket functionality, length/coverage education, size guide.
Tank / tee	“Is it performance or lifestyle?”	Layering, studio-to-street styling, natural material/comfort.
Onesie	“Will the full-body fit work?”	Size guide, fit confidence, returns, styling, customer proof.
Bronte Jacket	“Why is this priced higher?”	PFAS-free weatherproofing, 100% recycled nylon, plant-based membrane, recycled zipper, technical innovation.
Matching set	“Should I buy both pieces?”	Outfit completeness, colour edit, AOV value, fewer styling decisions.
Gift card	“Is this thoughtful enough?”	Size-safe, colour-safe, movement-friendly gifting.
Sold-out or low-stock item	“Can I get my size later?”	Join waitlist, SMS restock, similar colour/edit alternative.

Earthletica has strong checkout reassurance available on public policy pages: orders ship from Sydney; free standard shipping is available on Australian orders of $160 AUD or more; and free standard shipping is available to the United States. The returns policy also states a 30-day return policy for eligible returns or exchanges.

Post-Purchase Flow

04/ 10

Purpose: Turn first-time buyers into confident product users and repeat customers.

Entry criteria:

Purchase completed.
Product shipped or delivered.
No cancellation/refund.
Eligible for marketing follow-up.

Exit criteria:

Refund.
Active support issue.
Unsubscribe.
Customer enters exchange-specific flow.

Email	Timing	Purpose
Email 1	Immediately after purchase	Thank you, order reassurance, what happens next.
Email 2	Before delivery	How to prepare: fit expectations, try-on tips, styling suggestions.
Email 3	After delivery	How the piece should fit and move.
Email 4	+7 days	Care guide: washing, preserving compression, colour care, microplastic-conscious washing.
Email 5	+14 days	Set-building and styling: what to pair with the item purchased.
Email 6	+21 days	Review, #LoveEarthletica, referral, or next-drop CTA.

Product-purchased personalization

Product Purchased	Post-Purchase Angle
Crop / sports bra	How support should feel, when to size adjust, matching tight/short recommendation.
Studio Tight	Compression feel, squat/movement confidence, wash care, crop/tank pairing.
Pocket Short	Pocket use, coverage, warm-weather training, crop/tank pairing.
Tank / tee	Layering, studio-to-street styling, fabric care.
Onesie	Full-body fit guidance, styling with jacket/tee, review after first wear.
Bronte Jacket	Technical care, gentle washing, PFAS-free innovation story, layering recommendations.
Matching set	How to style together and separately; UGC prompt.
Gift card	Recipient reminder, gift message, occasion follow-up.
Drop purchase	Invite into early-access segment and future drop alerts.
Sale/outlet purchase	Introduce full-price collection and fit/value reassurance.

Product pages include care guidance such as gentle/cold washing and line drying or low tumble drying on specific items, making post-purchase care a natural retention asset.

Repeat Purchase / Next-Purchase Flow

05/ 10

Purpose: Bring customers back before the next logical purchase moment.

Because activewear is not a daily consumable, Earthletica’s repeat-purchase system should focus on set completion, seasonal refresh, colour expansion, size restocks, new drops, replacement cycles, and technical product education.

Property	Example
Last product purchased	Clay Studio Tight
Product category	Tights
Variant / size / style	Clay, AU 10, 7/8 length, BodySculpt™ fabric
Quantity / buying cycle	Activewear repeat purchase; estimated next purchase in 30–90 days depending on engagement, drop schedule, and product category
Purchase date	Dynamic
Estimated next-purchase date	30–45 days for set completion; 60–90 days for colour expansion; seasonal timing for jacket/outerwear
Loyalty / early-access status	New buyer / repeat buyer / VIP / drop waitlist / UGC participant

Message	Timing	Purpose
Email 1	14–21 days after delivery	Complete the set or style the piece.
SMS 1	Drop/restock-specific only	Quick restock or early-access reminder for opted-in shoppers.
Email 2	30–45 days	Introduce matching crop, short, tank, or adjacent colour.
Email 3	60–90 days	New drop, seasonal refresh, technical piece, or workout-specific expansion.
Email 4	Missed next-purchase window	Winback with fit preference, new colour, size restock, or controlled incentive.

Next-purchase timing logic

Product Type	Suggested Timing
Crop / sports bra	21–45 days for matching tight/short; 60–90 days for alternate colour/support style.
Tights	21–45 days for matching crop/tank; 60–90 days for second tight or shorts.
Shorts	21–45 days for matching crop/tank; seasonal warm-weather refresh.
Tank / tee	30–60 days for matching bottom or jacket/athleisure expansion.
Onesie	45–90 days for second colour, layering tee, or jacket.
Bronte Jacket	60–120 days for layering pieces, care content, or seasonal technical edit.
Gift card	Occasion-based reminder and recipient follow-up.
Drop purchase	Next-drop early access and colour-edit previews.
Back-in-stock purchase	Alternative product or complete-the-set path.

Loyalty / Early Access Conversion Flow

06/ 10

Purpose: Convert repeat one-time buyers into monthly Subscribe & Save customers.

Entry criteria:

Purchased 2+ times.
Reordered within expected window.
Clicked replenishment emails.
Purchased same SKU, product format, or potency repeatedly.
Not currently subscribed.
Eligible payment method.

Email	Purpose
Email 1	Recognize repeat behavior: “You already reorder this product.”
Email 2	Explain monthly convenience and 25% savings where applicable.
Email 3	Never-run-out positioning and reorder timing.
Email 4	Subscription management education: renewal tracking, pause/cancel support.
Email 5	Final subscription CTA with product-specific recommendation.

CBDMagic’s Subscribe & Save page positions the program as monthly automatic delivery and says customers can stop or pause by contacting support. It also notes that subscription only works with credit card payments and cannot be used with coupons.

Subscription routing

Repeat Behavior	Subscription Angle
Same oil purchased twice	“Make your monthly oil routine easier.”
Same gummies purchased twice	“Keep your gummy routine stocked.”
Capsules reordered	“Consistent serving, consistent delivery.”
Pet CBD reordered	“Keep the pet routine simple.”
High-potency repeat buyer	“Subscribe to your selected strength.”
Interac buyer	Explain card requirement before pushing subscription.
Coupon-heavy buyer	Compare subscription savings vs one-time coupon behavior carefully.

Cross-Sell & Ecosystem Expansion Flow

07/ 10

Purpose: Increase AOV and LTV by recommending the next best product based on category, colour, size, workout type, and purchase behavior.

Customer Purchased	Recommended Next Step
Crop / sports bra	Matching Studio Tight, Pocket Short, tank, or same-edit bottom.
Studio Tight	Matching crop, tank, sports bra, or jacket.
Pocket Short	Matching crop, tank, tee, or summer/training edit.
Tank	Matching tight or short in the same colour family.
Onesie	Jacket, tee, or second colour drop.
Bronte Jacket	Natural-material tee, tights, layering pieces, technical care guide.
Tee / athleisure	Shorts, tights, jacket, or lifestyle edit.
One colour edit	Adjacent colour edit or complete-the-set recommendation.
Gift card	Occasion reminder, gift guide, recipient product finder.
Sale/outlet item	Full-price best seller, matching set, or new drop.

This should be powered by product tags, SKU logic, size data, collection membership, and colour-edit relationships.

The message should not be “shop more.”

It should feel like:

“You’ve found the piece. Here’s what completes the fit, the set, and the way you move.”

Review, UGC & Referral Flow

08/ 10

Purpose: Turn happy customers into reviews, community proof, UGC, and referral acquisition.

Trigger:

Product delivered.
Enough time has passed to wear/test the product.
No refund/return issue.
Customer engaged with post-purchase education.
Customer did not recently submit a review.

Email	Timing	Purpose
Email 1	+14 days after delivery	Ask for product review: fit, size, workout type, support, fabric feel.
Email 2	+21 days	Ask how they move in Earthletica and invite #LoveEarthletica.
Email 3	+28 days	Invite referral: share Earthletica with someone who moves.
Email 4	+35 days	Invite UGC/social sharing and future drop early access.

Earthletica’s FAQ defines #LoveEarthletica as a community prompt for customers to share themselves wearing Earthletica while doing something good for the world, their community, or themselves.

Review prompt routing

Customer Purchased	Review Prompt
Crop	“How did the support feel during your workout?”
Tight	“How did the compression and movement feel?”
Short	“How did coverage, pocket use, and comfort feel?”
Onesie	“How did the full-body fit move with you?”
Jacket	“How did the technical fabric and weatherproof feel perform?”
Tee / athleisure	“How did it fit into your everyday movement?”
Matching set	“How did the set make getting ready easier?”

Winback Flow

09/ 10

Purpose: Recover customers who have not purchased again.

Entry criteria:

No purchase in 60, 90, 120, or 180 days depending on customer type.
Previously purchased at least once.
Not currently in active return/exchange/support flow.
Not recently subscribed to a drop waitlist.

Email	Purpose
Email 1	Reconnect by last product or workout type.
Email 2	New colour edit, size restock, technical innovation, or sustainability update.
Email 3	Personalized next-best recommendation.
Email 4	Controlled incentive, early access, or back-in-stock reminder.
Email 5	Final preference-center check-in.

Winback personalization

Last Purchase / Behavior	Winback Angle
Crop	“A new support piece or matching bottom is waiting.”
Tight	“Complete the set or try the newest studio/gym edit.”
Short	“Warm-weather movement or gym set refresh.”
Onesie	“New full-body fit or layering piece.”
Jacket	“Layer your technical outerwear with activewear essentials.”
Gift card	“Another movement gift moment is coming.”
Drop buyer	“New colour edit, early access, or limited restock.”
Back-in-stock waitlist	“Your size/colour may be back — or here’s the closest alternative.”
Sustainability content clicker	“The next proof point in clean activewear.”
UGC participant	“The community is still moving — here’s what’s new.”

Sunset Flow

10/ 10

Purpose: Protect deliverability by suppressing unengaged subscribers.

Entry criteria:

No opens/clicks in 90–120 days.
No purchase activity.
No site activity.
Not in active order, return, waitlist, drop, or support flow.

Email	Purpose
Email 1	Reconnect with valuable fit/sustainability content.
Email 2	Preference center: workout type, size, colour, drop alerts, sustainability, frequency.
Email 3	Final “still want Earthletica updates?” message.
Email 4	Suppression if no engagement.

This protects list quality, improves deliverability, and prevents Earthletica from over-mailing inactive subscribers.

Segmentation & Behavioral Logic

This is the most important part of the case study.

Earthletica should not send the same message to every subscriber.

A shopper looking at a high-support crop needs different messaging from someone browsing the Bronte Jacket. A size-uncertain visitor needs different messaging from someone joining a colour-drop waitlist. A Pilates buyer should not receive the same lead message as a HIIT buyer. A sustainability-first subscriber needs PFAS and recycled-fabric education, while a style-first buyer needs colour-edit and set-building logic.

The system should use:

Klaviyo profile properties.
Shopify order data.
Product views.
Cart behavior.
Checkout behavior.
SKU purchase.
Product category.
Size.
Colour/edit.
Workout type.
Fit preference.
Stock and waitlist behavior.
Purchase frequency.
Predicted next-purchase date.
Loyalty / VIP / early-access status.
Discount behavior.
Email/SMS engagement.
UGC participation.
Lapsed behavior.

Core Data Properties

Property	Purpose
Product category purchased	Determines post-purchase and cross-sell path.
SKU purchased	Determines exact product automation.
Size purchased / selected	Powers fit confidence, size restock, exchange, and product recommendation logic.
Colour / edit purchased	Powers matching-set, colour expansion, and drop targeting.
Workout type	Personalizes product recommendations by movement style.
Fit preference	Controls compression, support, relaxed fit, and size-up/size-down education.
Fabric / sustainability interest	Powers PFAS-free, recycled, OEKO-TEX®, GOTS, GRS, Upparel, and GreenStory content.
Quantity / buying cycle	Calculates next-purchase or set-completion timing.
Purchase date	Triggers post-purchase and next-purchase timing.
Last purchase date	Tracks recency.
Purchase count	Separates first-time, repeat, and VIP customers.
Loyalty / early-access status	Controls VIP/drop access and suppression logic.
Discount usage	Identifies discount-sensitive customers.
Preferred product type	Personalizes campaigns.
Email engagement score	Controls send frequency.
SMS opt-in status	Controls SMS messaging.
Referral status	Tracks referral eligibility.
Category-specific preference	Powers personalized recommendations.
Bundle / set interest	Identifies AOV expansion opportunity.
UGC status	Powers review, community, and referral flows.
VIP value	Identifies high-value customer treatment.

High-Value Segments

Segment	Definition	Strategy
New Subscriber, No Purchase	Joined list but never bought	Welcome + fit finder + first-purchase conversion.
Fit Finder User	Shared workout type, fit preference, size, or colour	Personalized product recommendation flow.
High-Intent Visitor	Viewed product or collection 2+ times	Browse recovery + fit/product education.
Abandoned Checkout	Started checkout, no purchase	Product-specific checkout recovery.
First-Time Buyer	Purchased once	Post-purchase care and set-completion flow.
Repeat Buyer	Purchased 2+ times	Early access, VIP, referral, colour expansion.
VIP Customer	High spend, full-price buyer, repeat buyer, UGC participant, or drop buyer	Early access, exclusive previews, premium treatment.
Next-Purchase Due	Past buyer likely ready for set completion or seasonal refresh	Matching-set or new-drop reminder.
Size Loyalist	Buys the same size repeatedly	Size-specific restock and new style alerts.
Colour/Edit Loyalist	Buys within one colour family	Complete-the-edit and adjacent-colour recommendations.
Colour/Edit Explorer	Buys multiple colours	New edit previews and seasonal drops.
Discount-Only Buyer	Purchases mostly with promos/outlet	Controlled promo strategy.
Full-Price Buyer	Purchases without discount	Early access and premium education, not over-discounted.
Drop Waitlist	Joined a drop, size, or back-in-stock waitlist	Early access and urgency messaging.
Lapsed Buyer	No purchase after 90+ days	Winback by last category/colour/workout type.
At-Risk Customer	Engaged before but no purchase after drop or waitlist alert	Alternative recommendation and reminder.
Newsletter Engaged	Opens/clicks but no purchase	Meta retargeting + fit-conversion emails.
SMS Engaged	Clicks SMS links	Restock, drop, and checkout reminders.
Category-Specific Buyer	Crop, tight, short, jacket, onesie, tee, gift card buyer	Personalized cross-sell.
Set Buyer	Bought 2+ pieces in one edit	VIP, UGC, referral, next edit.
Gift / Occasion Buyer	Bought gift card or giftable item	Occasion-based reminders.

Behavioral Recommendation Logic

Strategy 1 — Product Affinity Expansion

Explore the strategy, execution, and growth opportunities through an interactive visual breakdown.

Strategy Overview

01/ 5

If a customer buys a crop or sports bra, recommend the matching Studio Tight, Pocket Short, or tank because the shopper is likely building a complete training set.
If a customer buys a Studio Tight, recommend a matching crop, tank, or sports bra in the same colour edit because tights often anchor the outfit.
If a customer buys a Pocket Short, recommend a crop or tank because shorts are a warm-weather or gym-ready entry point into the set.
If a customer buys a Bronte Jacket, recommend layering pieces and technical care education because jacket buyers need high-ticket reinforcement and styling context.
If a customer buys a gift card, recommend a gift guide and recipient-fit finder because the buyer likely wants a size-safe gift experience.

Strategy 2 — Size, Fit, and Workout-Type Expansion Logic

Explore the strategy, execution, and growth opportunities through an interactive visual breakdown.

Strategy Overview

01/ 5

Customer Signal	Lifecycle Logic
Selects HIIT / running / cardio	Prioritize support, compression, sweat-wicking, pocket shorts, high-movement sets.
Selects Pilates / yoga	Prioritize studio tights, soft tanks, onesies, smooth fit, stretch, ease of movement.
Selects gym / strength	Prioritize squat confidence, compression, crop support, tights and shorts.
Selects athleisure / walking	Prioritize tanks, tees, jackets, lifestyle styling, relaxed fit.
Unsure about size	Send size guide, try-on tips, return/exchange reassurance.
Wants tighter fit	Send compressive fit guidance and size-down/true-size framing where appropriate.
Wants relaxed/all-day	Send size-up/relaxed styling guidance where product page supports it.
Buys AU 10 repeatedly	Send AU 10-specific back-in-stock alerts and new drop previews.

Strategy 3 — Colour-Edit and Drop Conversion Architecture

Explore the strategy, execution, and growth opportunities through an interactive visual breakdown.

Strategy Overview

01/ 5

Earthletica’s colour edits are a natural retention engine. Collections include named edits such as Blush, Chocolate, Clay, Lemon, Midnight, Pink Sand, Plum, Serve, and more.

Customer Behavior	Lifecycle Response
Views one colour edit repeatedly	Send edit story, available matching pieces, and stock status.
Buys crop in Clay	Recommend Clay Studio Tight, Clay Pocket Short, or Clay Tank.
Buys Chocolate Pocket Short	Recommend Chocolate Studio Tight, Chocolate Split Crop, or adjacent Choc-Lemon edit.
Joins waitlist for sold-out item	Send restock alert and alternative matching item.
Buys from limited drop	Add to early-access segment for next drop.
Buys multiple colours	Send “colour explorer” campaigns and seasonal edit previews.
Product is low stock	Use size-specific urgency, not generic scarcity.

The homepage shows many products labeled “Limited drop,” “Sold Out,” “NEW,” “BEST SELLER,” and “Only 5 left,” which makes drop/waitlist logic particularly important.

Strategy 4 — Sustainability Education Ladder

Explore the strategy, execution, and growth opportunities through an interactive visual breakdown.

Strategy Overview

01/ 5

Earthletica has strong technical sustainability content, but lifecycle marketing should break it into digestible modules.

Education Stage	Message
Stage 1	Why activewear has a plastic and chemical problem.
Stage 2	Why recycled materials matter.
Stage 3	What OEKO-TEX® testing means for skin-contact apparel.
Stage 4	What PFAS-free weatherproofing means for technical outerwear.
Stage 5	How Upparel helps with end-of-life recycling.
Stage 6	How GreenStory verifies supply-chain impact.
Stage 7	How better garment care extends product life.

Strategy 5 — Founder and Female-Performance Logic

Explore the strategy, execution, and growth opportunities through an interactive visual breakdown.

Strategy Overview

01/ 5

Bronte Campbell’s founder story should not only live on the About page or blog. It should become lifecycle content.

A blog post by Bronte Campbell says only 6% of sports science research has been conducted on female bodies and states that Earthletica was created by female athletes for women who move.

Customer Signal	Lifecycle Response
New subscriber	Founder welcome and why Earthletica exists.
Fit guide user	Female-body performance design education.
Crop/tight buyer	“Designed for women who move” product education.
Sustainability clicker	Founder-led mission content.
Lapsed buyer	Mission-led reconnect: better fit, cleaner fabric, better movement.
UGC participant	Community recognition and founder/community story.

Strategy 6 — Cross-Channel Retargeting

Klaviyo segments should sync with Meta audiences where privacy, consent, and platform rules allow.

Klaviyo Segment	Meta Retargeting Angle
Email subscribers, no purchase	Fit finder and first-purchase education.
Fit finder users	Product recommendation by workout type and size.
Crop browsers	Support, compression, and matching bottoms.
Tight browsers	Sculpting, movement, and matching crop/tank.
Short browsers	Gym/running/warm-weather movement and matching crop.
Jacket browsers	PFAS-free technical outerwear education.
Colour-edit browsers	Complete-the-set by edit.
Checkout abandoners	Cart recovery with size, returns, shipping, and stock reassurance.
Back-in-stock waitlists	Size/colour restock ads.
Drop waitlists	Early-access and limited-drop ads.
Past buyers due for next purchase	Set completion or next colour edit.
VIP customers	Early access, limited drops, founder/community campaigns.
UGC participants	Community/referral campaigns.
Lapsed buyers	Winback by last category, size, colour, or workout type.

Campaign Strategy

Earthletica should send 1–3 campaigns per week, but not to the entire list every time.

The campaign calendar should be segmented by product interest, size, workout type, colour edit, purchase history, drop interest, sustainability motivation, UGC status, and lifecycle stage.

Campaign Type	Audience	Purpose
Educational email	New subscribers, sustainability-engaged users, fit finder users	Explain fit, compression, BodySculpt™, PFAS-free innovation, recycled materials, and founder mission.
Product spotlight	Product-interest segment	Move crop, tight, short, jacket, onesie, or tee shoppers toward a specific purchase.
Repeat-purchase campaign	Past buyers ready for set completion or seasonal refresh	Drive next purchase based on last product and colour.
Loyalty / early access campaign	Repeat buyers, full-price buyers, UGC participants, drop waitlists	Build VIP/drop retention without over-discounting.
Cross-sell campaign	Product-specific buyers	Increase AOV through matching pieces and colour edits.
VIP campaign	High-value customers	Early access, limited drops, first look at colour edits.
Referral campaign	Happy repeat buyers and UGC participants	Acquire new customers through community proof.
Promo campaign	Discount-sensitive segment	Controlled conversion without training full-price buyers.
Content campaign	Engaged non-buyers	Build trust through founder story and sustainability education.
New product / collection campaign	Relevant product/colour/workout segment	Launch drops to the right audience first.
Back-in-stock campaign	Waitlist and product viewers	Convert sold-out demand by size and colour.

Example monthly campaign calendar

Week	Campaign 1	Campaign 2	Campaign 3
Week 1	Education: Find your Earthletica fit	Product spotlight: crop + support guide	Back-in-stock: size/colour-specific alerts
Week 2	Sustainability: PFAS-free activewear explained	Set builder: tights + crop by colour edit	UGC/community: #LoveEarthletica
Week 3	Founder story: built for female bodies	Product spotlight: Bronte Jacket technical story	Drop waitlist / early access
Week 4	Care guide: preserve compression and colour	Cross-sell by last purchase	Winback by last category/colour

Campaign suppression rules

Someone in checkout abandonment should not receive a general promo at the same time.
Someone waiting for a size restock should receive restock or alternative messaging first.
A recent purchaser should not receive first-purchase discount messaging.
A full-price buyer should not be overexposed to discount campaigns.
A discount-sensitive buyer should receive controlled promotional logic.
A VIP/drop waitlist customer should receive early access before the general list.
A lapsed buyer should not receive the same message as a hot engaged browser.
A buyer in an active return/exchange issue should be suppressed from aggressive sales messaging.
A gift card buyer should receive occasion-based gift messaging.
A sustainability-engaged subscriber should receive proof-led content before broad product pushes.

Meta-Based Newsletter Subscription Growth Strategy

The goal:

Use Meta Ads to turn cold and warm audiences into email subscribers by offering a “Find Your Earthletica Fit” guide, early drop access, sustainable activewear guide, matching-set guide, or first-order incentive delivered by email.

Not every Meta visitor should be pushed directly to purchase. Earthletica sells high-consideration activewear where fit, size, compression, sustainability proof, and product confidence matter. Email capture creates a softer first conversion, gives Earthletica owned first-party data, and lets the brand continue nurturing each shopper through Klaviyo without paying Meta for every touchpoint.

Campaign Element	Strategy
Audience	Women interested in activewear, Pilates, yoga, HIIT, running, gym, athleisure, sustainable fashion, women-led brands, B Corp brands, and performance apparel.
Offer	“Find Your Earthletica Fit,” early drop access, $20 off first order where market-appropriate, clean activewear guide, matching-set guide, or size-restock signup.
Landing Page	Fit finder with workout type, size, fit preference, colour/edit interest, sustainability motivation, best-seller path, and email/SMS capture.
Form Fields	Email, optional SMS, size, workout type, fit preference, product interest, colour/edit preference, sustainability motivation, drop interest.
Follow-Up Flow	Fit finder result flow, welcome flow, product recommendation flow, drop waitlist flow, or sustainability education flow.
Retargeting Layer	Meta + Klaviyo audience sync for fit finder users, product viewers, checkout abandoners, waitlists, VIPs, and lapsed buyers.

Ad angle examples

“Find your Earthletica fit.”
Get activewear recommendations by workout type, size, and support preference.
“Your cleanest sweat yet.”
Discover performance activewear built around cleaner fabric choices.
“Build the set that moves with you.”
Choose your colour edit and get matching crop, tight, and short recommendations.
“Get early access to the next drop.”
Join the Earthletica list for size and colour restock alerts.
“Performance activewear, without the compromise.”
Learn how Earthletica combines technical fabric, fashion styling, and sustainability proof.

Meta Ads Retargeting Strategy

Klaviyo segments should sync with Meta audiences so email, SMS, and paid media work together.

Klaviyo Segment	Meta Retargeting Angle
Email subscribers, no purchase	Fit finder, first-purchase education, and product recommendations.
Browse abandoners	Product-specific retargeting by crop, tight, short, jacket, onesie, tee, or edit.
Checkout abandoners	Cart recovery with size, returns, shipping, and stock reassurance.
Past buyers due for next purchase	Set-completion or seasonal refresh ads.
Repeat buyers, no VIP/early access	Early-access, drop preview, and community ads.
VIP customers	Limited drops, colour-edit previews, founder/community campaigns.
Lapsed buyers	New drop, size restock, colour edit, or sustainability update ads.
Size-specific buyers	Size restock and new-style ads.
Colour/edit-specific buyers	Matching-set and adjacent-edit expansion ads.
Back-in-stock waitlists	“Your size is back” retargeting.
Drop waitlists	Limited drop and early-access ads.
SMS subscribers	High-urgency restock/drop reminders with email suppression logic.

This creates a connected lifecycle system where paid media reinforces the exact customer journey already happening in email and SMS.

Referral Program Strategy

Referral should be built into the customer journey, not hidden in the footer.

For Earthletica, referral should feel like a community invitation: share better activewear with someone who cares about movement, fit, and impact.

Person	Incentive
Friend	First-order incentive, fit finder result, early drop access, or matching-set guide.
Referrer	Store credit, discount, VIP early access, exclusive preview, or #LoveEarthletica reward.

Trigger	Why It Works
After second purchase	Customer has shown product confidence.
After positive review	High satisfaction moment.
After set completion	Customer understands the product ecosystem.
After VIP / early-access signup	Customer believes in the brand.
After new drop purchase	High brand excitement moment.
After UGC submission	Customer is already advocating publicly.
After successful size exchange	Fit anxiety has been resolved.
After gift card purchase	Natural referral and gifting moment.

Brand-specific referral message:
Give someone a better way to move. Share Earthletica with a friend and help them find activewear that performs, fits, and reflects what they care about.

Expected Revenue Impact

Based on the lifecycle system outlined above, Earthletica could hypothetically unlock up to 40% additional lifecycle-driven revenue through fit-led onboarding, product-specific automation, size and colour segmentation, drop/waitlist capture, matching-set cross-sell, post-purchase care, UGC, referral acquisition, winback, and email/SMS/paid media alignment.

Growth Lever	Potential Impact
Welcome flow improvement	More first-time purchases through fit, founder, product, and sustainability education.
Fit finder / product finder	Higher conversion from shoppers unsure about size, compression, support, or workout type.
Browse + checkout recovery	More recovered revenue through exact product education, sizing reassurance, shipping, returns, and set-building.
Back-in-stock and drop waitlists	Converts sold-out demand into future purchases by size, colour, and edit.
Post-purchase education	Higher satisfaction through fit guidance, washing, compression care, and styling.
Repeat-purchase automation	More second purchases through matching pieces, colour edits, seasonal refreshes, and new drops.
Loyalty / early access	Stronger retention through VIP-style launch access and community participation.
Cross-sell and sets	Higher AOV through crop + tight, crop + short, tank + bottom, jacket + layers.
Referral program	Lower-cost acquisition through happy customers and #LoveEarthletica participation.
Winback campaigns	Recovered lapsed buyers by last product, colour, size, or workout type.
Meta retargeting	Better paid media efficiency through Klaviyo segment sync.
Sunset suppression	Better deliverability and engagement.

Core KPIs to track

KPI	Why It Matters
Email revenue percentage	Measures lifecycle contribution.
Flow revenue	Measures automation performance.
Campaign revenue	Measures ongoing list monetization.
Fit finder completion rate	Measures first-party preference capture.
Fit finder-to-purchase rate	Measures guided conversion.
First purchase conversion rate	Measures welcome flow performance.
Browse recovery rate	Measures product-specific nurture.
Checkout recovery rate	Measures high-intent recovery.
Back-in-stock signup rate	Measures sold-out demand capture.
Back-in-stock conversion rate	Measures waitlist revenue.
Repeat purchase rate	Measures retention.
Time between purchases	Measures next-purchase efficiency.
Set completion rate	Measures crop/tight/short cross-sell success.
Drop waitlist conversion rate	Measures launch demand capture.
Size exchange rate	Measures fit confidence and size education quality.
Return rate by product/size	Measures fit and expectation accuracy.
AOV	Measures cross-sell and set-building impact.
LTV	Measures total lifecycle success.
UGC submission rate	Measures community activation.
Referral conversion rate	Measures advocacy.
Unsubscribe/spam rate	Measures list health.
Meta retargeting ROAS	Measures cross-channel performance.

90-Day Execution Roadmap

Phase 1 — Data & Foundation: Days 1–15

Audit Klaviyo account structure.
Audit Shopify event tracking.
Audit signup forms, popup logic, footer capture, SMS consent, wishlist, back-in-stock setup, and drop waitlist logic.
Standardize signup offer by market and traffic source.
Map SKUs by product category: crops, sports bras, tights, shorts, onesies, jackets, tees, gift cards.
Map variants by size, colour, edit, fabric, and workout type.
Build customer profile property structure.
Build lifecycle segments.
Define suppression rules.
Build “Find Your Earthletica Fit” popup.
Prepare fit, care, sustainability, and founder-story content modules.
Audit returns/shipping messaging for checkout flows.
Audit sold-out products and back-in-stock capture.

Phase 2 — Core Flow Buildout: Days 16–45

Welcome flow.
Fit finder / product recommendation flow.
Browse abandonment.
Checkout abandonment.
Back-in-stock flow.
Drop waitlist / early access flow.
Post-purchase fit and care flow.
Matching-set cross-sell flow.
Colour-edit expansion flow.
Jacket / technical product education flow.
Gift card flow.
Review/UGC/referral flow.
Winback flow

Phase 3 — Campaign & Retargeting System: Days 46–75

Build monthly segmented campaign calendar.
Create product-specific campaign templates.
Create fit education templates.
Create sustainability education templates.
Create founder-story templates.
Create new drop and back-in-stock templates.
Create matching-set campaign templates.
Sync eligible Klaviyo segments to Meta.
Build product/category retargeting audiences.
Build size-specific retargeting audiences.
Build colour-edit retargeting audiences.
Build VIP/early-access logic.
Build controlled promo logic for discount-sensitive buyers.
Launch referral and #LoveEarthletica campaign.

Phase 4 — Optimization: Days 76–90

A/B test subject lines.
A/B test $20 off vs fit guide vs early drop access.
Test welcome path by workout type.
Test browse abandonment by product category.
Test checkout reassurance: size guide vs returns vs shipping vs sustainability.
Test set-completion timing.
Test back-in-stock email vs email + SMS timing.
Test colour-edit expansion campaigns.
Test technical jacket education sequence.
Review flow revenue.
Review segment performance.
Review return/exchange insights.
Optimize send frequency.
Build reporting dashboard.
Create ongoing lifecycle QA checklist for fit, size, drop, care, and sustainability messaging.

Conclusion

Earthletica already has a strong foundation: high-performance activewear, fashion-led product design, a clear sustainability mission, B Corp certification, technical fabric proof, female-performance positioning, founder authority from Bronte Campbell OAM, limited-drop behavior, colour-led collections, and a community-ready UGC hook through #LoveEarthletica.

But for Earthletica, the biggest growth opportunity is not only acquisition.

The bigger opportunity is lifecycle infrastructure.

If inknbox were responsible for Earthletica’s lifecycle marketing, we would not simply send more emails. We would build a complete retention engine powered by Klaviyo, Shopify data, customer behavior, product tags, size preference, colour-edit preference, workout type, fit confidence, post-purchase care, drop waitlists, back-in-stock alerts, SMS consent, referral, UGC, and Meta retargeting.

The result would be a connected system designed to:

Convert more subscribers into first-time buyers.
Help shoppers choose the right size, product, and fit.
Route customers by workout type, product category, colour edit, and sustainability motivation.
Recover high-intent browsers with exact-product education.
Recover checkout abandoners with fit, returns, shipping, and set-building reassurance.
Capture sold-out demand with size and colour waitlists.
Increase AOV through matching sets and colour-edit expansion.
Build loyalty through early access, drop alerts, and community recognition.
Improve satisfaction through post-purchase care and fit education.
Turn happy customers into reviews, UGC, and referrals.
Recover lapsed buyers by last product, size, colour, or workout type.
Improve paid retargeting efficiency through synced lifecycle audiences.
Unlock up to 40% additional lifecycle-driven revenue.

This is the real power of lifecycle marketing.

Not more random campaigns. Not more generic discounts. But a complete customer journey that turns attention into fit confidence, fit confidence into first purchase, first purchase into set building, set building into drop loyalty, and drop loyalty into long-term customer value.

See How We Can Transform Your Brand

From strategy and automation to creative execution, our case studies show proven results that scale retention, revenue, and engagement. Start your journey today.