Founded in 2015, Ivy Boutique has grown into a much-loved Canadian retailer known for timeless, high-quality fashion pieces and a warm, personal in-store experience. Shoppers came back because they trusted the styling advice and personal service. But online, things looked very different. The emails didn’t carry the same thoughtful tone, and customers weren’t feeling the same connection once they left the shop.

Email was being blasted to the entire list regardless of who they were — VIPs, new subscribers, and one-time buyers all received the exact same thing. Automated flows were nearly non-existent, so there was no reliable way to guide customers through a purchase journey or keep them coming back. At the same time, social media growth was steady but unreliable, leaving the brand with no dependable channel to generate consistent sales.

• Designed a customer journey that covered every stage, from first signup to long-term loyalty.
• Built lifecycle flows that welcomed new shoppers warmly, reminded regulars when it was time to reorder, and gave VIP customers the recognition they deserved.
• Introduced a clear campaign calendar built around stories, styling tips, and launches, so every send felt intentional and on-brand.

In just three months, email revenue jumped by 337%, with automated flows returning a 3x ROI almost instantly. Within a year, email had doubled Ivy’s total e-commerce revenue and now consistently accounts for 42% of overall sales.