225% Revenue Growth for a Luxury Lifestyle Brand

About Da-Milano

Da Milano is a globally recognized premium leather accessories brand known for its craftsmanship, timeless designs, and high-quality materials. 

With a legacy of over three decades, the brand offers an expansive range of handcrafted bags, wallets, belts, and travel accessories, blending luxury with everyday functionality.

The Challenge

Despite strong brand equity and a loyal customer base, Da Milano had yet to explore retention marketing on a large scale. While their acquisition strategies were driving new customers, the lack of a structured retention approach meant missed opportunities. 

The brand was looking for a strategic retention marketing plan that would strengthen customer engagement, reduce drop-offs, improve conversions, and achieve more sustainable revenue growth.

The Solution: Retention Marketing Strategies

We implemented a full-funnel retention framework powered by automation, segmentation, and personalized communication. Our focus was to improve customer lifecycle value, recover lost sales, and enhance repeat purchase behavior.

1. Creation of Automated Journeys

Using a multi-channel strategy, we designed and implemented a highly targeted automated campaign strategy. These included

• Welcome series
• Product view abandonment
• Add-to-cart & cart abandonment
• Checkout abandonment
• Re-engagement for inactive users
• Segmentation-led nurture flows
• Feedback & Special events such as Birthday, Anniversary flows
• Post Purchase campaigns

We maximized the effectiveness of these journeys using behavioral triggers, A/B testing, content strategy, channel preference, send times of communication and continuous performance insights. Communication across email, web push, and WhatsApp was personalized to match customer intent and engagement stage. 

This not only recovered lost sales but also strengthened customer retention and increased repeat purchases.

2. Targeted Campaigns

To maintain Da Milano’s luxury positioning while driving conversions, we curated a monthly campaign framework blending brand stories with sales objectives.

Our campaigns leveraged:

• Festive and seasonal moments (Black Friday, EOSS, festivals)
• Exclusive product edits
• Crosssell & upsell opportunities
• Personalization-led messaging
• Optimized mix of email, web push, and WhatsApp

The goal: engage without overwhelming customers and drive meaningful repeat interactions.

3. Audience Segmentation

Audience segmentation plays a crucial role in retention marketing. With proper segmentation, we delivered highly personalized and relevant experiences to different customer groups.

We deployed advanced segmentation models such as:

• RFM segmentation
• Customer value tiers
• Behavioral cohorts
• Category-based segmentation
• Lapsed & at-risk users
• Omni channel segmentation

This allowed us to tailor communication for high-value customers, repeat buyers, discount-driven shoppers, and first-time purchasers. Segmentation also enabled sharper insights into channel performance and revenue attribution.

RFM segmentation helped identify loyal customers, rising stars, and at-risk users for targeted strategies & also gave very useful insights at the channel level.

Testing different segments helped us understand which segment worked the best with maximum revenue. 

4. Creative Experimentation

We tested multiple creative formats across channels to identify what resonated best with different customer groups. High-quality visuals, exclusivity-driven messaging, and dynamic layouts ensured campaigns remained fresh, premium, and effective.

5. Using Multiple Modes of Communication

Leveraging multiple channels is crucial in retention marketing as it ensures that the message reaches customers through their preferred touchpoints, leading to consistent engagement and reinforced brand loyalty. 

By integrating email, SMS, web push, and WhatsApp, we created a cohesive experience for Da Milano.

• Email: Included domain warming, sender reputation monitoring, structured templates, optimal send frequency. Every email was carefully structured to align with audience preferences and behavior.
• WhatsApp: Included communication using rich media formats like videos, carousels, and personalized broadcasts. Message structuring varied based on the objective. For example – transactional updates exuded a professional, trust-driven tone, while promotional messages offered exclusivity and urgency.
• SMS: Text & RCS-enabled messaging across customer cohorts & device types
• Web push: Timely nudges to boost product views and conversions.

Each touchpoint ensured consistent engagement throughout the customer journey.

Identification of peak engagement windows to optimize every channel performance helped in scaling the brand efficiently.

6. A/B Testing

Systematic testing across channels helped refine:

• Subject lines
• Creative layouts
• CTA placements
• Messaging tone
• Send times
• Proper channel integration

This significantly boosted product views, click-through rates, and conversions week-on-week.

We tested different subject lines, email layouts, and CTA placements to determine which variation drove higher open and click-through rates. Real customer behavior and engagement metrics helped us in making data-driven decisions.

7. Analytics

We deployed comprehensive reporting covering:

• Monthly performance trends
• Journey-level analysis
• Channel-level analysis
• Segment-wise engagement
• Template-specific insights
  

Key metrics such as open rates, click rates, CTRs, Conversion rates, and reactivation % were tracked to make data-driven decisions & enabled proper optimization.

This allowed us to refine messaging, optimize send times, and enhance personalization strategies. 

Results Achieved: From Feb’25 to Jul’25:

The retention strategy delivered significant improvements across revenue, orders, engagement, and conversions, proving the effectiveness of a structured, multi-channel retention ecosystem.

A. Revenue:

Overall revenue increased by 225.3% by Jul ’25, driven by optimized journeys and consistent engagement across channels.

• WhatsApp & SMS revenue increased by 237.1%, reflecting the responsiveness of real-time, mobile-first communication.
• Email revenue rose by 219%, supported by improved deliverability, domain warming, and high-performing templates.
• Automated journeys recorded 200%+ growth, especially Product View and Checkout journeys, which recovered high-intent users effectively.

This reflects strong funnel maturity and repeat-purchase uplift across customer segments.

B. Orders:

Total transactions increased by 172.1%, driven by better segmentation and full-funnel personalization.

• WhatsApp orders increased by 197.8%, indicating strong purchase intent and faster decision cycles.
• Email orders grew by 114.3%, supported by consistent nurturing and optimized send-time strategies.

Order growth highlights improved customer lifecycle value and reduced drop-offs. 

C. Opened vs. Delivered:

Open rates improved significantly, showing stronger content relevance and sender trust. 

Overall open rate increased by 40%, reflecting higher engagement and improved inboxing.

• Email open rate saw the highest lift at 44.8%, driven by better subject lines, segmentation, and IP/domain reputation.

Higher engagement directly fueled stronger repeat interactions and journey performance.

D. Conversions (Product Purchases):

Conversions increased by 93% among customers receiving retention communication.

• WhatsApp conversions surged by 252%, making it the highest-performing conversion channel.
• Email conversions rose by 89.6%, supported by optimized nurture flows and high-intent triggers.

E. ABV:

ABV increased by 19.5%, reflecting improved customer confidence and upsell effectiveness.

• WhatsApp delivered the highest ABV growth at 138.7%, driven by premium product highlights and curated recommendations.
• Email saw 46.2% growth, supported by tailored product mixes for high-value buyers.

Higher ABV indicates improved customer trust and enhanced premium-product adoption.

Key Achievements:

1. Retention became a major growth engine, contributing to a 225.3% increase in total revenue driven by multi-channel automation and targeted communication.
2. Automation delivered exceptional impact, with key journeys (Product View & Checkout) achieving 200%+ growth, significantly improving recovery of high-intent users.
3. WhatsApp emerged as the top-performing channel, driving a 237.1% revenue increase, 197.8% order growth, 252% conversion surge, and the highest ABV lift at 138.7%, making it the most impactful medium for re-engaging premium shoppers.
4. Email strengthened overall engagement & revenue, contributing to a 219% increase in revenue, 114.3% growth in orders, 44.8% rise in open rates, and 89.6% conversion improvement through better segmentation and optimized communication.
5. Overall engagement grew significantly, with a 40% improvement in open rates, signalling stronger content relevance, improved inbox placement, and increased customer affinity.
6. Conversions improved by 93%, demonstrating the effectiveness of personalized messaging and multi-touchpoint nurturing across the customer lifecycle.
7. Customer value increased, shown by a 19.5% uplift in ABV, driven by personalized recommendations and curated product selections that resonated with high-value customers.
8. Advanced segmentation delivered measurable results, improving targeting accuracy across RFM groups, high-value clusters, and lapsed-user cohorts—leading to higher conversions and efficient spend.