Fashion & Custom Apparel · Singapore

From $18.7K to $205K in email revenue, a 10× growth in 8 months

How deploying custom Figma email drop templates, 7 core automated lifecycle flows, and predictive affinity segmentation turned a cult community into $205K in profitable repeat revenue.

$205K

Total Attributed

+999%

Revenue Growth

10×

Email Lift

48.7%

Avg Open Rate

Discuss Your Brand → View Performance Data ↓

$205K

Attributed Revenue (+999%)

Client / Brand MantaSocks

Industry Apparel & Novelty DTC

Market / Location Singapore & Global

Engagement Period 8 Months (Monthly Retainer)

Core Services Full Lifecycle Flows & Campaign Management

01 · Business Context & Challenge

A cult apparel following that wanted to buy more, with no retention engine in place

MantaSocks built a passionate community around custom lifestyle socks and limited-edition apparel drops. Top-of-funnel acquisition was strong through viral social content, but the backend repeat-purchase infrastructure was largely non-existent.

Email was contributing only $18.7K total before engagement. Every time ad spend was scaled back, store revenue plummeted because there was no automated retention safety net converting one-time shoppers into repeat collectors.

$18.7K

Initial Email Attributed Revenue

<4%

Flow Revenue Contribution

~18%

Baseline Campaign Open Rate

Product Affinity Segments

The Core Problem: Thousands of engaged customers were treated as a single list, sending generic newsletters instead of personalized drops and automated lifecycle journeys.

02 · Audit & Technical Diagnostics

What the audit uncovered inside customer data & flows

Our technical audit identified four primary reasons why customer lifetime value was plateauing:

Dead Weight on Subscriber List

Over 40% of the subscriber base had not opened an email in 180+ days. Continuing to email them was degrading inbox placement for engaged buyers.

Deliverability Drag

Missing Browse Abandonment Automations

Shoppers viewing specific sock designs without adding to cart received zero follow-up, abandoning thousands in high-intent purchase traffic daily.

Funnel Leak

Lack of VIP Collector Tiering

Repeat buyers with 3+ purchases received the exact same discount emails as non-buyers, failing to leverage brand loyalty and exclusivity.

LTV Opportunity

Generic Template Formatting

Emails relied on heavy single-slice graphics without live text or dynamic product feeds, failing mobile rendering tests across iOS Mail and Gmail.

UX Bottleneck

03 · Strategy & Implementation

The full retention engine built & managed over 8 months

We executed an aggressive retention overhaul focused on direct-response design, 7 core lifecycle flows, and predictive RFM cohort segmentation:

1. 7 Core Lifecycle Flows Built

Deployed Welcome Series, Browse Abandon, Cart Recovery, Post-Purchase Cross-Sell, VIP Reward, Replenishment, and Sunset Winback flows.

✓ 40%+ Revenue from Flows

2. Predictive Product Affinity Segmentation

Grouped subscribers by purchase frequency and favorite style categories, ensuring campaigns showcased relevant matching products.

✓ 48.7% Avg Open Rate

3. Custom Figma Drop Email Designs

Designed visual product drop lookbooks in Figma with bold typography, UGC lifestyle imagery, and dynamic catalog buy buttons.

✓ 10× Email Revenue Lift

4. Sunset Hygiene & Sender Reputation

Suppressed unengaged profiles automatically at 90 days, maintaining 90%+ deliverability and pristine sender domain reputation.

✓ $205K Total Attributed

Inside the work

Campaigns that explain why the socks work

Compression socks need explaining, so the campaigns lead with real foot pain, customer stories, and a risk-free offer. Click any email to see it in full.

MantaSocks foot pain education email designed by Obaid Ullah — Foot pain education

MantaSocks product benefits email designed by Obaid Ullah — Product benefits

MantaSocks customer quote email designed by Obaid Ullah — Customer quote

MantaSocks guarantee story email designed by Obaid Ullah — Guarantee story

MantaSocks bundle offer email designed by Obaid Ullah — Bundle offer

MantaSocks back in stock email designed by Obaid Ullah — Back in stock

MantaSocks weekend sale email designed by Obaid Ullah — Weekend sale

04 · Verified Results & Impact

The transformation: Before vs. After (8 Months)

Documented performance data from MantaSocks' Klaviyo account:

Before Engagement

Baseline State

Email Attributed Revenue $18.7K

Campaign Open Rates ~18% Average

Automated Flow Contribution < 4% of Email Revenue

Segmentation Logic Single Unsegmented List

Ad Spend Dependency Heavy / High CAC

After 8 Months With Obaid

Verified Result

Email Attributed Revenue $205K (+999% Lift / 10×)

Campaign Open Rates 48.7% Average

Automated Flow Contribution 40%+ of Total Email Revenue

Segmentation Logic Predictive RFM & Style Affinity

Ad Spend Dependency Automated Daily Revenue Baseline

MantaSocks email business performance dashboard

Verified Klaviyo Dashboard · $205K Total Attributed Revenue

MantaSocks automated flows revenue dashboard

Automated Lifecycle Flows Driving Profitable Daily Reorders

★★★★★

"Obaid turned our email list into our most profitable sales channel. The automated flows alone generate consistent daily revenue without any ad spend."

MantaSocks TeamDTC Apparel Brand · Singapore ★★★★★

05 · Key Strategic Takeaways

What apparel brands can learn from MantaSocks

TAKEAWAY 01

Flows Stabilize Cashflow

When automated flows drive 40%+ of email revenue, your store generates cashflow every single day regardless of Facebook or TikTok CPM swings.

TAKEAWAY 02

Affinity Beats Frequency

Sending 2 hyper-targeted campaigns based on past purchase categories generates 3× more revenue than sending 5 batch-and-blast emails to the full list.

TAKEAWAY 03

Clean Lists Sell More

Regularly sunsetting inactive subscribers ensures emails land in the primary inbox, maintaining 48%+ open rates that drive massive product drop revenue.