Lee Denim is a heritage denim brand with over 130 years of history. Known for innovation in fit and fabric, Lee has a global footprint and a loyal following. Despite their scale, Lee’s email program was slowed by internal processes and struggled to keep up with the demands of modern eCommerce.
The Challenge
Lee’s email marketing was facing operational and performance hurdles:
Strict approvals slowed campaigns: Every campaign required multiple rounds of approvals across creative, brand, and compliance teams, often causing delays.
Limited capacity to scale: The brand wanted to increase sending volume but was bottlenecked by these approval cycles.
Underdeveloped flows: Only a handful of basic automations existed, leaving large lifecycle gaps.
No content systemization: Each campaign was being designed and built from scratch, consuming resources and extending timelines.
Lee needed a solution that respected their strict brand governance while enabling them to send more, faster, and with greater impact.
The Strategy
We developed a two-pronged strategy focused on unlocking scale while maintaining control:
Evergreen Campaign Framework – Designed and pre-approved a library of modular campaign templates that met all brand, legal, and compliance standards. This allowed Lee to launch campaigns quickly without needing repeated approvals.
Lifecycle Expansion – Rebuilt and expanded Lee’s flows to capture revenue at every stage of the customer journey.
Segmentation & CRM Hygiene – Cleaned the database, implemented engagement tiers, and introduced smarter segmentation rules to ensure increased sending volume wouldn’t harm deliverability.
Operational Efficiency – Streamlined campaign production with reusable design blocks, giving Lee the flexibility to scale while still adhering to brand guidelines.
The Solution
Our execution combined evergreen campaign innovation with a full rebuild of Lee’s email program:
Evergreen Campaigns:
Created a library of 20+ pre-approved campaign templates covering key themes: seasonal promos, product launches, denim care tips, cross-sells, and lifestyle storytelling.
Each template included pre-approved content blocks (hero banners, product grids, dynamic recommendations, disclaimers).
Enabled Lee to launch campaigns in hours rather than weeks, with no need for repeated compliance checks.
Allowed the brand to safely scale sending volume by 67% without additional strain on internal teams.
Flows & Automations:
Expanded from 3 → 8 automated flows, including:
Welcome Series with heritage storytelling and first-purchase offers.
Cart & Checkout Abandonment sequences optimized with urgency and reviews.
Browse Abandonment by product category (jeans, shirts, jackets).
Post-Purchase Flow with styling tips and upsell offers.
Win-Back Flow with bold “Back in Denim” creative and exclusive discounts.
VIP Flow celebrating loyalty with early access and rewards.
Added dynamic product recommendations using third-party integrations to personalize at scale.
CRM & Campaign Optimization:
Cleaned inactive contacts, improving deliverability and engagement rates.
Introduced engagement-based segmentation, ensuring scaled sends went to the right audiences.
Rolled out modular templates aligned with Lee’s brand guidelines, cutting design and build time by nearly half.
The Results
Lee Denim’s email program became a scalable, reliable revenue driver without sacrificing brand control:
21% revenue lift from evergreen campaigns – pre-approved templates drove consistent incremental revenue.
Flow-driven revenue increased 3x after lifecycle automations were rebuilt.
Sending volume scaled by 67% with no drop in open or click rates — proving that scale + engagement can go hand-in-hand.
Campaign production time cut by 48%, giving Lee faster speed-to-market while staying compliant.
Most importantly, Lee gained the ability to operate with enterprise-level discipline and startup-level agility — a balance that unlocked new growth opportunities.
Results
Increase in evergreen email revenue
Increase in automation revenue
Increase in sending volume
Reduction in campaign creation time
Email Examples
