Case Study: Draper James achieves 15.4% revenue growth and improved email engagement with Retention Science

Draper James Unwraps the Keys to Effective Email Marketing

Draper James, Reese Witherspoon’s Southern‑inspired lifestyle brand, depends on an annual birthday‑sale weekend as a key revenue driver. Ahead of this event the brand faced a domain‑reputation problem that harmed deliverability and open rates, threatening the campaign’s success.

Partnering with Retention Science, Draper James implemented tighter, behavior‑based segmentation—initially emailing only customers who visited, subscribed, or engaged in the past 90 days, then expanding to 180 days and incorporating browsing signals—alongside ongoing monitoring and strategy support. The campaign produced stronger engagement and efficiency: revenue rose 15.4% YoY, revenue per email increased 42.8% YoY, open and click‑to‑open rates improved, unsubscribes fell 45%, monthly net subscribers tripled, and they sent 48.7% fewer emails.

Draper James

Rachel Lynch

Retention Marketing Associate