One selling weekend,
three channels competing for the same customer.
Emily McCarthy is a Savannah fashion and lifestyle brand built on in-house prints, now an eight-figure business across a flagship shoppe, eCommerce, and roughly 350 wholesale partners. With a devoted following, the work is not awareness. It is converting demand efficiently and compounding an engaged audience.
The situation,as it arrived.
Three questions framed the month. Could paid keep growing revenue without surrendering efficiency? Could the email program hold momentum through a stretch with no product drops on the calendar? And could one high-intent selling moment be orchestrated across paid, email and SMS rather than having three channels compete for the same customer?
That last one is the common failure. A sale weekend run channel by channel spends three times to reach one person, and the customer experiences it as noise.
Four moves,in the order they happened.
Run paid as one engine, not two channels
Meta and Google operated together across acquisition and retention on under $10K of combined spend. Catalog ads were introduced as a structured test for a cheaper entry point and came in materially below existing creative on cost per click.
Tier the list and let the flows compound
Klaviyo delivered its best email month of the year. Automated flows did the quiet work, led by a welcome series returning $19 per recipient, and evergreen editorial sends proved the program does not depend on a constant drumbeat of drops.
Warm the audience before the sale opens
Pre-sale teasers and styling content ahead of Memorial Day weekend, so the launch send landed on an audience already primed rather than cold.
Then run one campaign, not three
Launch, coordinated email and SMS follow-ups, and a final extension — all on one calendar. The launch send became the highest-revenue single send in the program's history, and the sale landing pages were among the most visited on the site all month.
Everything thatleft the building.
- Integrated Meta and Google paid program
- Catalog dynamic product ad testing
- Klaviyo email and SMS program on a tiered list
- Automated lifecycle flows including welcome series
- Coordinated Memorial Day campaign across paid, email and SMS
- Shared promotional calendar across every channel
More like this one.One a month.
Written out of engagements rather than off a content calendar, by whichever principal ran the work. No sequence afterwards.
Your situation is not this one.Tell us what it is.
A senior strategist reads it and replies within one business day, with a straight answer about whether we are the right people.