Wrangler is an iconic American denim and lifestyle brand, trusted for over 75 years. Known for rugged durability and timeless style, Wrangler had strong offline recognition but needed to modernize its digital marketing to compete with newer, digitally-native apparel brands.
The Challenge
Despite a strong following, Wrangler’s email program wasn’t aligned with today’s digital-first retail expectations:
Underdeveloped automations: They had a basic Welcome flow, Cart Abandonment, and Post-Purchase, but gaps in the customer journey left significant revenue on the table.
One-size-fits-all messaging: Whether you bought men’s jeans or women’s jackets, the emails were identical.
List quality issues: Years of aggressive acquisition meant their CRM was bloated with inactive or disengaged subscribers, dragging down deliverability.
Slow campaign execution: Campaigns were being custom-built each time, delaying seasonal pushes and limiting agility.
Wrangler needed a partner to bring structure, creativity, and performance back to their email channel.
The Strategy
We built a strategy around reconnecting Wrangler’s heritage with modern email performance. Some of this included:
Lifecycle Mapping – We mapped Wrangler’s customer journey, from denim discovery to loyal repeat buyers. This revealed key moments where email could play a bigger role — replenishment cycles, loyalty recognition, and seasonal style updates.
Segmentation by Lifestyle & Purchase Behavior – Denim buyers behave differently than outerwear or accessory buyers. We built segments to deliver messaging tailored to product category, gender, purchase frequency, and engagement level.
CRM Cleanup & Deliverability Fix – We removed inactive subscribers, implemented sunset flows, and rebuilt engagement tiers. This improved inbox placement and allowed campaigns to hit more engaged customers.
Content Systemization – Wrangler’s design team was overworked producing every email from scratch. We created modular templates and reusable content blocks that kept emails on-brand while cutting campaign turnaround time by 50%.
Brand + Performance Balance – Wrangler needed to celebrate its heritage while competing with fast-moving fashion brands. We paired brand storytelling (heritage, quality, sustainability) with conversion-focused design and CTAs to hit both goals.
The Solution
We rebuilt Wrangler’s program from 3 to 10 flows, strategically designed to cover every stage of the journey:
Automated Flows:
Welcome Series (Rebuilt): Expanded to 4 emails featuring Wrangler’s heritage, best-sellers, and a first-purchase incentive.
Cart Abandonment (Rebuilt): Multi-stage reminders with lifestyle photography, urgency messaging, and product-focused CTAs.
Checkout Abandonment: Addressed trust factors (secure checkout, free returns, shipping speeds) with personalized item reminders.
Browse Abandonment: Triggered by category views (jeans, shirts, outerwear), with tailored product blocks.
Post-Purchase: Thank-you, styling tips, and upsells (e.g., pairing shirts with jeans).
Replenishment: Targeted for essentials like jeans or tees, based on purchase timelines.
Win-Back: Triggered after 90 days of inactivity with playful “Back in the saddle?” messaging.
VIP/Loyalty Flow: Highlighted early access to collections, rewards perks, and exclusive collabs.
Review/UGC Flow: Encouraged customers to share reviews and photos — critical for social proof.
Seasonal Drop Flow: Automatically activated when new seasonal lines were released.
Campaign Enhancements:
Built a seasonal campaign calendar (back-to-school, holiday, denim drop events).
Segmented campaigns by gender, product category, and engagement level.
Tested creative variations (product-led vs lifestyle-led imagery) to optimize CTR.
Content & Creative Improvements:
Designed modular templates that captured Wrangler’s rugged, Americana brand style while making production scalable.
Copywriting leaned into brand personality — bold, confident, and approachable.
Integrated dynamic content (product recommendations, personalized “recently viewed” items).
The Results
Wrangler’s email program was transformed from outdated and inconsistent to modern, data-driven, and profitable:
15x ROI in the first six months, turning email into one of Wrangler’s strongest digital channels.
Email contribution grew from 13% to 26% of digital revenue, nearly doubling its impact.
Open rates jumped 96% after segmentation and deliverability improvements.
Campaign turnaround time cut by 50%, giving Wrangler the agility to launch seasonal campaigns faster than ever.
Most importantly, Wrangler’s email channel now felt aligned with the heritage and lifestyle of the brand — building loyalty, driving purchases, and positioning the company to compete with digitally-native challengers.
Results
ROI increase on email revenue
Growth in email channel performance
Increase in open rates
Reduction in campaign creation time
Email Examples
