Women's slow-fashion brand

The October Issue: five emails, one story.

A monthly collection drop got a five-email launch series, built as one magazine issue.

29.2%Email 1 open rate, about 2.5 hours after send, Oct 15.
1.33%Email 1 click rate (624 clicks), about 2.5 hours after send, Oct 15.
~47,000People on the Email 1 list, Oct 15.

Client type: Women's slow-fashion brand
What we built: A five-email launch series in Klaviyo
Channels: Email
When: Built Oct 14 · sends Oct 15 to Oct 23

The issue

One drop a month, and locked product pages.

The brand sells one collection each month. Most of the month's revenue lands in one afternoon, on launch day.

The emails before launch had to build attention. They could not link to products, because the product pages stay locked until the drop opens. The team also wanted the founder's real voice kept intact.

Launch: Wed Oct 21, 1:00 PM Central.
Before launch: Product and collection pages are locked. Emails 1 to 3 link only to the preview page.
Audience: All five emails go to the same 10 lists the client used for its own Oct 7 preview email. 0 are excluded.

Approach

Plan one arc. Check every detail.

Planned one arc, mapped to the client's launch calendar: letter, anchor piece, day-before, cover story, thank-you.
Framed each email as a page of one issue, with the page number in the header.
Built each email from the client's real product names, prices and photos.
Ran the founder's own letter in full as the lead email.
Built every email in Klaviyo's own editor so the client team can edit it. Every send needs an explicit go.
Set a success bar before sending: match last month's email for the same job.

Emails built: 5 of 5, each with the correct audience. Oct 14 to 15.
Images: 0 broken of 45.
Links: 0 broken of 18.
Prices and names: 0 mismatches against the live preview page and product feed in the first QA pass. A second price and link check covered 31 blocks and found 0 mismatches.
Client requests: 52 of 52 applied.

Result