How Lycette Designs Achieved 22x ROI with Tie

Anonymous visitors were limiting growth

Lycette Designs had built strong momentum through organic growth and an increasingly engaged customer community. While website traffic continued to increase, most of that traffic left the site without making a purchase or leaving their details.

The team knew there was untapped value in those visitors. Instead of spending more to acquire new visitors, they wanted to focus on getting more from the audience they were already attracting.

"We were getting a ton of traffic and a lot of browse traffic, but we had no real way to follow up with those visitors. We wanted to get the full squeeze out of the traffic we already had." - Greg Meyers

Broad email campaigns limited revenue potential

Like many growing ecommerce brands, Lycette Designs initially relied on a straightforward email strategy.

Campaigns were sent to broad segments of the subscriber base with limited personalization beyond standard engagement windows. While this approach supported the brand's early growth, it became less effective as the customer base expanded.

Instead of treating every subscriber the same, the team wanted a more intentional email strategy that reflected where shoppers were in their buying journey.

"Our email journey before that was basically, 'It's Tuesday. Here's our restocks.' It was going to almost everybody, every single time." - Greg Meyers

The team needed ongoing strategic guidance

Technology alone wasn't going to solve the problem.

As Lycette Designs expanded its email marketing efforts, they needed strategic guidance on segmentation, deliverability, lifecycle flows, and email best practices to continue improving performance.

For a lean team managing rapid business growth, having an experienced partner to help optimize strategy and uncover new opportunities was just as valuable as the product itself.

"One of the most valuable things has been having a true partner. Whenever we had questions about strategy or performance, the Tie team was already thinking about the next step with us." - Alexa Liedtke, Email Marketing Consultant

Identifying anonymous visitors

Tie's first priority was helping Lycette Designs reconnect with the shoppers they were already attracting.

Using Tie ID, the team began identifying previously anonymous website visitors and adding them to dedicated lifecycle email flows alongside their existing Klaviyo journeys. 

This enabled the team to reach shoppers who otherwise would have remained outside its lifecycle marketing program.

Instead of relying solely on traditional opt-ins, Tie expanded the audience Lycette Designs could nurture through welcome, browse abandonment, and other lifecycle campaigns.

"It's been a great supplement to what we were already doing. We have our normal flows, and then we have separate versions specifically for those captures we might not have been getting otherwise." - Alexa Liedtke

Building more intentional audience segments

As their email program matured, the brand wanted to move beyond broad engagement segments and tailor campaigns to where shoppers were in their buying journey.

Tie Predict introduced AI-powered purchase and engagement scores, helping the team to decide who should receive each campaign based on the likelihood of conversion rather than sending every email to the same audience.

For major launches and highly anticipated restocks, the team used broader segments to expand campaign reach. For lifestyle content, recipes, and brand-focused emails, they targeted subscribers with higher purchase and engagement scores, ensuring the content aligned with customer intent.

Rather than replacing their existing segmentation strategy, Tie Predict made it more precise, helping the brand deliver the right message to the right shoppers at the right time.

"Being able to take the guesswork out of that broad segment of potential purchasers is a marketer's dream. It helps us send the right message to the right people." - Alexa Liedtke

Improving email performance

Alongside smarter segmentation, the team focused on improving the overall performance of every email they sent.

Tie Priority became an important part of that strategy. It helped more campaigns reach the primary inbox, resulting in higher open rates, click rates, and overall engagement.

Together, Tie Predict and Priority helped the team reach more relevant audiences and increase the likelihood that those shoppers actually saw their emails.

"The two together have been incredible. We're getting the right segments of people, and we know it's landing in their inbox. I'm obsessed." - Alexa Liedtke

Partnering beyond the platform

Throughout the engagement, Tie's customer success team worked closely with Lycette Designs to continuously refine its email marketing strategy.

From optimizing lifecycle flows and audience segmentation to monitoring deliverability and sharing proactive recommendations, the relationship extended well beyond software implementation.

As the business grew, that ongoing strategic partnership became just as valuable as the platform itself.

"Whenever I had concerns, [our Tie CSM] was already on top of it. She wasn't just answering questions. She was helping us improve our strategy every step of the way." - Alexa Liedtke

Recovering more value from existing traffic

Tie helped Lycette Designs capture significantly more value from the traffic they were already generating.

In the first half of the year alone, Tie ID contributed more than $350,000 in attributed revenue, delivering an estimated 22x return on investment.

Instead of increasing advertising spend, the team was able to generate more revenue from existing traffic by identifying anonymous visitors and bringing them into their lifecycle marketing program.

"It's been a wonderful opportunity to add another revenue-driving channel to our marketing portfolio without depending solely on paid advertising." - Greg Meyers

Driving stronger campaign performance

After implementing Tie Predict, Lycette Designs continued refining its audience strategy and quickly saw measurable improvements.

During the initial rollout, Tie Predict contributed more than $25,000 in incremental revenue, representing nearly a 10% increase in campaign revenue.

By tailoring audience selection to each campaign, the team delivered more relevant emails, improving both campaign performance and customer engagement.

"Predict has been incredible because it validates that what we're doing is working while helping us make even smarter decisions about who we're sending to." - Alexa Liedtke

Building a more intentional email strategy

More than any single performance metric, Tie changed how Lycette Designs approached email marketing.

Instead of sending the same campaigns to nearly every subscriber, the team built a lifecycle strategy around customer intent, tailoring audiences for launches, restocks, educational content, and lifestyle emails based on where shoppers were in their buying journey.

This created a more relevant customer experience while helping the team deliver stronger campaign performance.

"This tool affords us the luxury to be intentional. Conversions are always important, but now we can tailor our messaging based on what we're actually trying to accomplish." - Greg Meyers

Build a smarter lifecycle marketing strategy

By identifying anonymous visitors, improving audience segmentation, and increasing inbox visibility, Lycette Designs generated more revenue from the traffic it already had.

Whether you're looking to recover more revenue from existing traffic, build more effective lifecycle campaigns, or improve campaign performance, Tie helps ecommerce brands turn more shoppers into customers.

Unlock more value from your existing traffic. Get started with Tie today.