This email marketing case study explores how CodeCrew partnered with Verano Hill to transform a profitable email program into a high-performing, revenue-driving machine.
When Verano Hill came to us, their email marketing was already delivering results – but in a highly saturated ecommerce space, “good” won’t carry you very far. With a large subscriber base across the US, Europe, and the Middle East, the team needed a smarter, more strategic approach to keep the brand relevant, improve deliverability, and push performance beyond their existing benchmarks.
By strengthening segmentation, addressing key email deliverability issues, and refining their overall strategy, we helped Verano Hill not just hit their KPIs but surpass them, with results that turned heads like a finely crafted handbag.
Summary: Email Marketing Results for Verano Hill
CAMPAIGNS
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A 39% increase in total revenue.
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A 35% increase in unique clicks.
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Maintained strong click rates – even after we sent 30% more emails than the brand had previously.
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A 26% increase in placed orders.
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A 10% increase in average order value.
FLOWS
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A 100.7% increase in unique clicks for the welcome flow.
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A 72.6% increase in welcome flow revenue.
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Increased click rates for browse abandonment – without relying on discounts.
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A 20.4% increase in cart abandonment order rates.
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A 24% increase in revenue per recipient from cart abandoners.
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And, thanks to our subscriber-first approach, we reduced spam rates across all flows.
MEET Verano Hill
Now a global name, Verano Hill was established to help fashion lovers everywhere bag luxurious, yet affordable styles to make every outfit shine.
In a market where premium craftsmanship and striking, trend-led design are often reserved for a select few, Verano Hill empowers customers to express themselves through fashion – without the high price tag. Think catwalk-inspired style, everyday wearability, and a brand that understands how powerful the right accessory can feel.
Where Verano Hill’s Email Marketing Needed Work
With scale comes complexity – and Verano Hill had a few key challenges to solve:
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A large email list of subscribers spread across three continents meant campaigns needed to feel relevant everywhere, without becoming too generic.
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A high sending cadence risked fatigue, disengagement, and unsubscribes if not handled carefully.
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Email creative and website experience weren’t always aligned, leading to a disconnect across the customer journey.
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A strategy heavy on promotions had to remain fresh and engaging without getting repetitive and causing subscriber fatigue.
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Deliverability issues were starting to impact performance and required immediate attention.
How CodeCrew Elevated Verano Hill’s Email Marketing Program
Smarter Segmentation = Stronger Performance
We introduced a more detailed segmentation strategy using engagement levels, browsing behavior, and purchase history to better understand and connect with each recipient, ensuring every campaign would be as relevant as possible.
From there, we tailored messaging to each audience:
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Early access to sales and new arrivals for previous purchasers.
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Fashion-forward campaigns and style edits for engaged subscribers.
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Broader, promotional campaigns (like Black Friday) aimed at wider audiences.
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Product-specific emails for previous browsers.
As well as the segments above, we identified a large number of inactive subscribers who hadn’t opened or clicked on an email in months, and built targeted winback sends to re-engage them.
Where successful, we moved these contacts back into active segments to continue receiving campaigns.
Those who didn’t engage were removed from the list to protect Verano Hill’s sender reputation and keep bounce rates and spam complaints low.
We also introduced a re-engagement flow to keep the list clean and protect deliverability over time.
Getting a Handle on Deliverability
Verano Hill’s email deliverability needed urgent attention, as it was affecting the brand’s revenue and engagement rates.
From there, we tailored messaging to each audience:
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Early access to sales and new arrivals for previous purchasers.
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Fashion-forward campaigns and style edits for engaged subscribers.
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Broader, promotional campaigns (like Black Friday) aimed at wider audiences.
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Product-specific emails for previous browsers.
We also tweaked the brand’s sending frequency to avoid over-emailing less engaged subscribers, supporting both performance and sender reputation.
As we do for all our clients, we continued to monitor and adjust Verano Hill’s strategy where needed to ensure optimal deliverability going forward. It’s something that takes significant time and expertise, which is where a full-service email marketing agency really comes in handy.
Consistency Across Every Touchpoint
Before Verano Hill partnered with CodeCrew, what subscribers saw in their inboxes didn’t always match what was on the website, leading to a significant disconnect.
Working closely with the Verano Hill team, we ensured that messaging, special offers, and visual direction were aligned at every touchpoint to create a more cohesive customer experience throughout.
Keeping Promotions Fresh
For a promo-heavy brand, repetition is the fastest way to lose attention – leading to high unsubscribe rates, spam complaints, and declining engagement.
We kept things interesting by:
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Maintaining a good balance between promotional emails and product-focused content.
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Reframing traditional offers (e.g., “BOGO” → “Buy One, Gift One” or “2-for-1”).
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Tailoring promo messaging by audience – less engaged subscribers received notifications at the start of a sale, while more engaged segments were sent urgency-driven campaigns toward the end of the promotion.
Dressed for Success: Building on a Strong Foundation
In both fashion and email marketing, attention to detail makes all the difference.
Once we had optimized Verano Hill’s segmentation and deliverability, we continued to refine performance through:
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Email A/B testing across every send – from subject lines to design and messaging.
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Fine-tuning all flows – this meant rebuilding existing email automations and introducing new ones to complete the customer journey.
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SMS integration – adding another high-impact channel into monthly campaigns and lifecycle flows.
Last Looks
Verano Hill operates in a brutally competitive space: fashion ecommerce. And in an industry like this, if you want to be iconic, you need a lot more than a great product.
Just as a designer is only as good as their last collection, your brand is only as successful as the last email campaign you sent and the previous flow you built.
That’s where the right email marketing partner can give you the edge, crafting an effective framework for success and helping you navigate a world where thousands of brands are vying for a customer’s attention.
Explore our other email marketing case studies for more dazzling engagement and revenue, or check out our Email Marketing Best Practices Guide to discover the five pillars we use to optimize every program.
