MAILEG× RetentionNext step →
● Prepared for MailegEmail retention proposalThe Retention Marketers

The first Maileg friend shouldn't be the last.

We help ecommerce brands turn email and SMS into consistent retention and revenue channels. For Maileg, that means building and managing the entire customer journey after someone discovers the brand.

We manage the retention channel for you, from strategy to send.

Repeat purchases, collection expansion and customer lifetime value, driven by email and SMS.

We handle
  • →Email & SMS strategy
  • →Campaign planning
  • →Copywriting
  • →Email design
  • →Klaviyo build & implementation
  • →Automated email & SMS flows
  • →Customer segmentation
  • →Campaign execution
  • →Reporting & optimization
◆Strategy◆Campaign planning◆Copywriting◆Design◆Klaviyo build◆Flows◆Segmentation◆Execution◆Reporting◆Optimization◆Strategy◆Campaign planning◆Copywriting◆Design◆Klaviyo build◆Flows◆Segmentation◆Execution◆Reporting◆Optimization
SECTION 01

What we do.

One team managing Maileg's email retention channel from strategy through execution.

You give us the brand. We run the channel.

The plain version

We plan the campaigns → write the copy → design the emails → build them in Klaviyo → segment the audience → schedule and send → analyze results → optimize.

01

Strategy

We determine what Maileg should communicate, to whom, and when.

02

Campaign planning

We build the monthly email calendar around products, launches, seasons and customer behaviour.

03

Creative

We write the copy and design the emails in Maileg's visual direction.

04

Klaviyo

We build the campaigns, flows, segments and targeting inside Klaviyo.

05

Execution

We manage approvals, scheduling and deployment.

06

Optimization

We analyze performance and continuously improve what gets sent, who receives it and how it converts across email and SMS.

The strategy underneath it: turn every Maileg purchase into an invitation to discover what's next.

SECTION 02

The opportunity for Maileg.

What we're ultimately trying to improve: more revenue from existing customers.

A mouse needs a home. A home needs furniture. A season creates a new story.

Why it matters commercially

Customers aren't buying a single item. They're building a world. That gives the retention channel a natural reason to keep selling without discounting.

01

Customer value

Increase the number of products customers purchase over their lifetime.

02

Purchase frequency

Give customers more relevant reasons to return.

03

Cross-sell

Introduce products that naturally complement what they've already purchased.

04

Retention

Keep Maileg top of mind between purchases and gifting occasions.

Email becomes more than a promotional channel. It becomes the system that keeps customers discovering what's next.

SECTION 03

What we'd build for Maileg.

Two engines: a monthly campaign calendar, and automated journeys running in the background.

Campaigns

Every month, we plan and execute a calendar of campaigns around:

Product discovery

Introduce characters, collections and new products.

Storytelling

Turn Maileg's products into stories customers want to explore.

Gifting

Birthdays, holidays, Christmas and other gifting moments.

Seasonal moments

Relevant products and stories throughout the year.

Collection building

Show customers what they can add to the Maileg world they've already started.

Automations

We build and manage the automated journeys that run in the background.

Welcome

New subscriber → Maileg story → Product discovery → First purchase

Post-purchase

Purchase → Product introduction → Inspiration → Complementary products → Next purchase

Browse / Cart

Product interest → Education → Related products → Purchase

Collection Builder

Previous purchase → Relevant characters → Accessories → Furniture → New collections

Winback

No purchase → What's new → Seasonal inspiration → New reason to return

Observed opportunity

Maileg is not currently collecting phone numbers.

That leaves a high-intent owned channel untapped, particularly for launches, cart recovery and time-sensitive gifting moments.

Our recommendation

Start building a compliant SMS audience.

We would introduce phone capture at the right customer touchpoints, establish consent and preference management, then build and manage SMS campaigns and flows alongside email.

Website captureCheckout opt-inWelcome flowCart recoveryPost-purchaseLaunches & gifting
SECTION 04

What the customer journey looks like.

A customer buys a Maileg Mouse. Here's the difference the programme makes.

Today
  • ↓

    Purchase

  • ↓

    Confirmation

  • ·

    Customer waits for the next reason to interact with Maileg.

With the retention programme
Day 0

“Meet your new Maileg friend”

Day 3

“How to care for your Maileg Mouse”

Day 7

“Give your Mouse a home”, furniture + accessories

Day 14

“Meet the rest of the Mouse family”

Day 30

“Build their world”, house + furniture + characters

Seasonal

“Christmas at Maileg”

New collection

“Meet the newest members of the family”

SECTION 05

Campaign strategy.

A repeatable monthly rhythm, plus customer discovery instead of product announcements.

WEEK 1

Meet the Maileg World

  • · Meet a character
  • · Discover their personality
  • · Explore their world
  • · See what they can do
WEEK 2

Build the Story

  • · Furniture
  • · Clothing
  • · Accessories
  • · Dollhouses
  • · Play scenarios
WEEK 3

Inspiration

  • · Customer collections
  • · Maileg moments
  • · Play ideas
  • · Room inspiration
  • · Storytelling
WEEK 4

What's Next

  • · New arrivals
  • · Seasonal products
  • · Limited collections
  • · Gift ideas
  • · Collection expansion
Customer discovery

We're not explaining how a product works. We're helping customers discover:

CharactersCollectionsStoriesAccessoriesFurnitureGifting ideasNew releasesWays to expand the collection
Guiding principle

Every email should create desire, create discovery, or create a reason to come back.

SECTION 06

Sample campaign calendar.

An illustrative four-week plan balancing storytelling, discovery, collection building and commercial moments.

Example month

October campaign plan

Three sends per week, with each message shaped for a specific audience and role in the customer journey.

Tue 01Discovery

Meet the Mouse Family

Story · All engaged subscribers

Thu 03Cross-sell

A Home for Every Little Friend

Product · Mouse owners and browsers

Sun 06Engagement

Sunday Playroom Stories

Inspiration · Families and gift buyers

Tue 08Collection growth

Tiny Furniture, Big Imagination

Collection · House and furniture interest

Thu 10Conversion

Little Gifts for Big Moments

Gift guide · Recent browsers and gift buyers

Sun 13Brand affinity

Inside the Maileg Workshop

Story · All engaged subscribers

Tue 15Cross-sell

Dress the Mice for a New Adventure

Product · Mouse owners

Thu 17Confidence

Maileg Worlds Made at Home

Social proof · Engaged non-buyers

Sun 20Relevance

A Cosy Autumn Afternoon

Seasonal · Seasonal shoppers

Tue 22Repeat purchase

What Comes Next in Their Story?

Collection · Repeat customers

Thu 24Discovery

Thoughtful Gifts by Age

Gift guide · Gift buyers and prospects

Sun 27Launch revenue

New Friends Have Arrived

Newness · VIPs and engaged subscribers

How we use it

This calendar is refined each month using Maileg's launch priorities, available creative, stock position, customer behaviour and results from previous sends.

SECTION 07

The automated journeys we'd build.

The automated experiences we would prioritize based on Maileg's customer journey and purchase behaviour.

01

Welcome Series

  • Introduce the Maileg universe
  • Brand story
  • Popular worlds and characters
  • How to explore collections
  • First-purchase inspiration
  • Customer stories
02

Browse Abandonment

  • Continue the viewed product's story
  • Show related characters
  • Introduce matching accessories
  • Show the larger world
  • Bring the customer back
03

Cart Abandonment

  • Coordinate email and SMS reminders
  • Reduce hesitation
  • Reinforce product details
  • Introduce complementary products
  • Return to cart
04

Checkout Abandonment

  • Remove final friction
  • Reinforce product details
  • Shipping reassurance
  • Customer confidence
  • Return to checkout
05

Post Purchase

  • Thank the customer
  • Introduce their new friend
  • Care instructions
  • Play inspiration
  • Complementary products
  • What to discover next
06

Collection Builder

  • Triggered by previous purchases
  • Mouse → clothing, furniture, houses
  • House → furniture, characters, accessories
  • Personalized discovery
07

Gift Journey

  • Birthday inspiration
  • Age-based recommendations
  • Gift guides
  • Bestsellers
  • Gift wrapping
  • Seasonal occasions
08

New Collection Launch

  • Early access
  • New characters and worlds
  • Collection stories
  • Behind the scenes
  • Shop the collection
09

VIP / Collector

  • Recognize repeat customers
  • Early access
  • Collection previews
  • Exclusive inspiration
  • Collector stories
  • Referrals
10

Winback

  • What's changed
  • New friends
  • New collections
  • Seasonal stories
  • Collection inspiration
  • Relevant recommendations
11

SMS Welcome & Growth

  • Consent-first phone capture
  • Welcome message
  • Preference collection
  • First-purchase inspiration
  • Launch and gifting alerts
  • Email and SMS coordination
Segmentation behind it

Segmentation is built around what the customer has already bought and what they're likely to want next.

Product interest
MiceBunnies & RabbitsPlushDollhousesFurnitureBabyInteriorChristmas
Customer type
First-time customerRepeat customerCollectorGift buyerHigh-value customerDormant customer
Purchase behaviour
Single-product buyerMulti-product buyerCategory buyerCross-category buyerFrequent buyerHigh-value buyer
Seasonal behaviour
Birthday shopperChristmas shopperBaby gift shopperHoliday shopperEveryday shopper
Instead of

“Here are our latest products.”

The customer receives

“Here is what makes sense for you next.”

SECTION 08

What Maileg gets from us every month.

You provide the products, brand direction and approvals. We handle the retention marketing engine.

01

Strategy

Monthly retention strategy and campaign planning.

02

Campaigns

12+ email campaigns plus targeted SMS messages planned, written, designed and executed.

03

Automations

Build, manage and optimize coordinated email and SMS lifecycle flows.

04

Klaviyo

Email and SMS capture, consent, segmentation, implementation, testing and deployment.

05

Creative

Email design and copywriting aligned with Maileg's brand.

06

Reporting

Monthly performance reporting with insights and recommendations.

07

Optimization

Continuous testing across campaigns, audiences and customer journeys.

Approval rhythm
Submission5 days before send
FeedbackWithin 2 days
RevisionsWithin 1 day
Final approval1 day before launch
Maileg brings
  • → Product expertise
  • → Brand direction
  • → Seasonal priorities
  • → Creative assets
  • → Product launches
  • → Brand approvals
SECTION 09

90-day roadmap.

Foundations, activation, optimization.

Month One01

Foundations

  • ●Lifecycle audit
  • ●Customer segmentation
  • ●Purchase behaviour analysis
  • ●Automation planning
  • ●Email design system
  • ●Collection recommendation strategy
  • ●Campaign calendar
Month Two02

Activation

  • ●Launch priority automations
  • ●Post-purchase journey
  • ●Collection-building campaigns
  • ●Gift campaigns
  • ●Product discovery campaigns
  • ●Seasonal storytelling
Month Three03

Optimization

  • ●Performance testing
  • ●Segmentation improvements
  • ●Cross-sell optimization
  • ●Customer journey analysis
  • ●Campaign optimization
  • ●Scaling recommendations
SECTION 10

Success metrics.

Four pillars, reviewed at 90 days against targets set together at kickoff.

Pillar

Repeat Purchase Rate

More customers returning for another Maileg purchase.

Pillar

Customer Lifetime Value

More value generated from existing customers.

Pillar

Email Revenue

Higher contribution from lifecycle and campaign marketing.

Pillar

Customer Engagement

Clicks · Product discovery · Collection engagement · Repeat sessions · Reviews

Next step

From first friend to the next story.

A 30-minute call to align on priorities, access and timelines, then we start building the foundation.