Embracing Email Automation: Recognising the looming obsolescence of third-party cookies, we anchored our strategy in automation to ensure long-term viability. Instead of focusing on short-term spikes in revenue, we wanted to build the foundation for Shoes For Crews that would help them convert and retain their audiences through an automated workflow. 


Balancing Scalability with Personalisation: Catering to unique customer journeys while scaling growth through automations was a crucial balancing act for us. By leveraging zero and first-party data, we triggered email automations which were implemented at pivotal touchpoints throughout the customer journey. This approach of scaling came with the understanding that one size doesn’t fit all, especially in diverse European markets. We localised all our our marketing communications - each email was thoughtfully translated and tailored to resonate authentically with its respective audience, ensuring cultural relevancy and enhancing engagement.