How a Knitwear Brand Generated $93.6K in Email Revenue and Achieved 10x ROAS

Declining email performance after inbox placement changes

In late 2025, the brand began seeing a noticeable drop in email engagement. Campaigns that had historically performed well during key sales periods were no longer generating the same results, despite little change in the content or promotional strategy.

The decline became especially visible during high-revenue moments like gifting season and Black Friday, when historically strong campaigns no longer performed as expected across opens, clicks, and revenue.

As the team dug deeper, they found that inbox placement issues (especially in Gmail) were affecting campaign performance.

"We started seeing open rates drop significantly. There were emails that we had relied on to be big revenue drivers for us through the fall and winter around gifting season and Black Friday. We weren't seeing the strength of those emails like we previously were, even though they were literally like the exact same thing."

The team needed a way to improve deliverability and rebuild engagement, but they didn’t have a clear understanding of what had changed.

Limited visibility into high-intent audiences

The brand’s segmentation strategy relied heavily on traditional engagement metrics, such as email opens and clicks. While effective to a point, they offered limited visibility into which shoppers were actually most likely to purchase.

The team lacked a reliable way to identify and prioritize shoppers based on buying intent rather than historical engagement alone. As a result, high-intent customers were often buried inside broader audience segments, making it harder to prioritize spend and messaging effectively.

"We didn't really have enough team bandwidth to uncover all of those answers ourselves."

Without deeper audience intelligence, it was difficult to confidently expand targeting or identify which shoppers deserved more marketing investment.

Paid media performance faced growing pressure

The challenge extended beyond email.

The brand was also navigating a difficult period in paid acquisition. As Meta performance became less predictable, year-over-year platform metrics deteriorated.

"We were seeing overall platform metrics deplete year over year consistently, and we wanted to get to a point where we could turn it around."

The team was not looking for a single-channel fix. They needed a more dependable way to improve audience quality and marketing efficiency across both retention and acquisition.

Improving deliverability and rebuilding engagement

To address declining email performance, their team partnered with us @Tie to improve inbox placement and strengthen deliverability. 

Rather than overhauling the email strategy itself, the focus was on improving how campaigns reached subscribers in the first place.

The team implemented a combination of Tie Priority for Gmail, Tie Protect for domain warming, audience fragmentation audience refinement, and Gmail-specific testing to identify the factors limiting campaign performance.

Tie also worked closely with the team to strengthen sender reputation, refine audience targeting, and build healthier engagement segments to support long-term lifecycle performance.

"The [Tie Priority] plugin was something I was able to start immediately. [Our CSM] recorded a video showing me how to do it, and I was able to start that like day one."

Moving beyond traditional segmentation

Improving deliverability addressed one side of the challenge. The larger opportunity came from rethinking how audiences were prioritized.

Using Tie's audience intelligence capabilities, they introduced engaged audience segments and propensity scoring models to identify shoppers most likely to purchase.

Instead of treating all engaged customers equally, the team could prioritize audiences based on intent signals and predicted buying behavior. This created a more focused targeting strategy across both email and paid channels.

"Working with Tie just was able to give us a new perspective on our customer base and who is most engaged and who's most likely to purchase. We didn't really have enough team bandwidth to uncover all of those answers ourselves."

Over time, as performance improved, these audiences became a core part of the brand’s retention and lifecycle marketing strategy.

Activating high-intent audiences across Meta

The brand extended these audience insights into paid media by building Meta retargeting campaigns around high-intent shoppers.

Using audiences based on page views, add-to-cart activity, checkout behavior, and propensity scores, the team could prioritize their budget on shoppers most likely to convert rather than relying on broader retargeting pools.

The result was a more efficient acquisition and retargeting strategy that reinforced improvements happening across email.

"We just set up a retargeting campaign with the audiences that were created, add to cart, initiate checkout, and page view, and initially we saw around 10x ROAS. For context, our typical retargeting ROAS was around a four."

Together, these changes helped their team build a stronger foundation for both retention and paid growth, giving the team a more effective way to identify, prioritize, and convert high-intent shoppers.

Stronger engagement and incremental revenue growth

After implementing Tie, the knitwear brand reversed declining email engagement and unlocked new revenue opportunities through higher-intent audience targeting.

Within four months, Tie-powered engaged audience segments generated $93.6K in revenue, while click rates improved from below 1% to approximately 1.3%.

"The engaged audiences became one of our strongest-performing segments."

High-intent audiences became a key revenue driver

The impact extended beyond engagement metrics. Propensity-scored audiences quickly became some of their highest-performing segments, accounting for more than half of the revenue generated across these campaigns..

"Working with Tie just was able to give us a new perspective on our customer base and who is most engaged and who's most likely to purchase."

Instead of relying solely on traditional engagement signals, the team could focus investment on shoppers most likely to convert.

Meta retargeting campaigns outperformed historical benchmarks

The audience strategy also delivered meaningful gains across paid media.

Meta campaigns built using Tie-powered audiences initially achieved 10x ROAS and continued to outperform standard retargeting audiences by approximately 60%, even after performance normalized.

Together, these improvements gave the team a more effective system for identifying high-intent shoppers, improving engagement, and driving stronger performance across both retention and paid channels.

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