How Building a High-Intent Segment Drove Sustained New Category Growth
The Challenge:
Breaking Into New Product Categories
Printfresh is a luxury sleepwear brand known for their whimsical and bright prints and the signature comfort of their loungewear. Printfresh had built a loyal customer base in loungewear and sleepwear, but expanding into apparel presented an untapped growth opportunity. Industry Context: Ecommerce fashion brands often struggle to expand beyond their hero categories.
Strategic Question: How could Printfresh identify customers most likely to purchase apparel and create targeted campaigns that drive sustained category growth?
The Solution: Behavioral Segmentation
Phase 1: Data-Driven Audience Identification
Rather than using demographic assumptions or broad interest categories, 624 implemented a behavioral segmentation strategy based on actual customer actions:
High-Intent Behavioral Triggers:
Browsed apparel collection pages (multiple sessions)
Added apparel items to shopping cart
Engaged with apparel-focused email campaigns
Clicked through apparel launch announcements
This approach created a qualified segment of customers who had demonstrated genuine interest in the category through their actions, not just stated preferences.
Phase 2: Specialized Email Marketing Cadence
624 developed a new email cadence tailored to this segment, launching weekly sends every Sunday focused exclusively on apparel. These emails included:
Style education and trend insights
New arrival spotlights with styling suggestions
Seasonal dressing recommendations
Dynamic products featuring diverse apparel styles
This personalized, high-relevance approach helped reinforce Printfresh's expertise in the apparel space and drive conversion.
Phase 3: Performance Optimization Framework
Weekly Performance Analysis:
Email engagement metrics (open rates, click-through rates)
Website behavior post-click (session duration, pages viewed)
Conversion tracking (cart additions, purchases)
Revenue attribution by email template type
Iterative Improvements:
A/B testing subject lines and send times
Content format optimization based on engagement patterns
Product placement refinement using click heatmaps
Seasonal campaign calendar development
The Results
Primary Growth Metrics
+43% Audience Segment Growth
3X Higher Click-Through Rates (compared to general newsletter performance)
27% Higher Average Order Value (compared to general customer base)
Secondary Performance Indicators
Increased revenue from apparel audiences
Increased number of 1x > 2x buyers (a key sign of lifelong loyalists)