Cadenshae Drives 46% of Revenue From Email & SMS, Expands Globally
46%
of Total Revenue now generated from Email & SMS
13%
Increase in Average Order Value (NZ)
12.3%
Increase in Flow Revenue per Recipient
The Story
Cadenshae is the world’s leading maternity and nursing activewear brand. Born in New Zealand, their mission is to support mothers through every stage of their journey with functional, stylish apparel. As they rapidly expanded into Australia, the US, Canada, and the UK, their marketing needed to scale with the same precision as their products.
They began working with Chronos in November 2023.
The Challenge: A Fragmented Global Presence
Cadenshae’s existing email strategy was inconsistent across its international markets. The branding was disjointed, and a critical channel—SMS—was untapped in key regions like Australia. Most critically, their domain reputation was low to medium across the board, threatening inbox placement and the very foundation of their owned marketing.
The Old Way:
Their previous approach was unsustainable for a global brand. They faced:
- Inconsistent branding and messaging across different countries
- Poor domain reputation, risking deliverability
- A complete absence of SMS marketing in key markets
- An owned revenue percentage that had plateaued, failing to reflect their global potential
Building a Global Marketing Engine for Sustainable Growth
We implemented a new “Deliverability-First” framework designed to unify Cadenshae’s global presence while systematically increasing owned revenue contribution across all markets.
We moved them from a disjointed, risk-laden model to a centralized, secure, and scalable system.
The Old Funnel:
Fragmented Sending → Low Deliverability → Plateaued Revenue
The New Engine:
List Health & Reputation Management → Unified Global Branding → Strategic Channel Activation → Predictable, Scalable Revenue
How We Engineered Global Growth
Our strategy was built on three core pillars to secure their foundation and accelerate growth
1. Securing the Foundation: Deliverability & List Health
Before any growth could happen, we had to secure their inbox placement. When we spotted declining domain reputation, we strategically limited campaigns to only recently engaged subscribers and meticulously ramped up volume, restoring all sender reputations to High and achieving an 87 Deliverability Score—the bedrock of all subsequent growth.
2. Unifying the Brand: Global Flow & Campaign Revamp
We systematically overhauled every automated flow and campaign across all geos. This wasn’t just a cosmetic update; we implemented conversion-focused messaging and highlighted best-selling products, creating a powerful and consistent customer experience from New Zealand to North America.
3. Activating Dormant Channels: Strategic SMS Expansion
We identified and capitalized on a massive, untapped opportunity. By launching targeted SMS flows for Cadenshae’s Australian customer base, we unlocked a powerful new revenue stream, engaging customers in a more direct and personal channel.
The Results: A Unified Global Powerhouse
Implementing this cohesive engine drove dramatic, measurable growth across all international markets, transforming email and SMS into Cadenshae’s most reliable revenue channels.
Revenue & Growth
- 46% of Total Revenue now generated from Email & SMS
- 13% Increase in Average Order Value (NZ)
- 12.3% Increase in Flow Revenue per Recipient
Channel Performance
- 22.3% Increase in Campaign Recipients (NZ)
- 54.6% Surge in Unique Openers (NZ)
- 11.9% Increase in Unique Clickers (NZ)
- 87/100 Deliverability Score (Klaviyo “Good” Rating)
Geo-Specific Revenue Growth
- Australia: 35% → 41% (+6%)
- New Zealand: 44% → 50% (+6%)
- Canada: 40% → 47% (+7%)
- USA: 32% → 39% (+7%)
Why This Approach Worked
- Systematic Integration, Not Channel Addition
SMS was never an afterthought. We built it as part of a unified customer experience from day one.
- Advanced Segmentation Strategy
Instead of basic demographic targeting, we segmented based on actual engagement behavior and purchase patterns.
- Lifecycle Focus
Instead of just acquisition campaigns, we built systems to maximize every customer relationship over time through proper automation.
- Technical Excellence
The seamless platform integration and deliverability management provided the foundation for everything else to work properly.
- Content Strategy Over Campaign Blasting
We didn’t just increase email frequency – we created strategic content that served different purposes in the customer journey.
How We Engineered Growth for Cadenshae
Chronos provided the strategic framework and expert execution to build this global engine.
- CRM & Email Marketing
- SMS & Mobile Marketing
- Retention Strategy
- Deliverability Audit & Management
Our deliverability-first framework consistently drives 40-50% of revenue from email and SMS for global brands.
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The Results
46%
of Total Revenue now generated from
Email & SMS
13%
Increase in Average Order Value (NZ)
12.3%
Increase in Flow Revenue per Recipient
Frequently Asked Questions
-
How long did it take to see significant improvements in domain reputation?
We began seeing measurable improvements within the first 30-45 days of implementing our engagement-based sending strategy, with all major geographies reaching "High" reputation within the first quarter.
-
Was there any risk in limiting email sends to only engaged subscribers?
While it felt counterintuitive to reduce sending volume initially, this was the crucial step that allowed us to rebuild sender reputation. The short-term reduction in volume was quickly offset by dramatically improved deliverability and engagement rates across the entire list.
-
How did you approach creating content for different international markets?
We maintained core brand messaging while adapting content for regional nuances, seasonal differences, and local buying behaviors. This allowed for global consistency while maintaining local relevance
-
What made the SMS implementation in Australia particularly successful?
We treated SMS as an integrated conversation channel rather than a broadcast tool. By connecting SMS flows to existing email sequences and customer behaviors, we created a cohesive cross-channel experience that felt personal and timely.