Habibi Email
At glance
Below you’ll learn how we helped Habibi NY, a luxury fragrance brand, transform their email and SMS marketing strategy by shifting from aggressive sales tactics to focusing on storytelling, luxury, and brand education. This approach not only rebuilt trust with their high-end customers but also realigned their messaging to reflect the brand's true values of quality and exclusivity.
Results Archived
75%
400%
Quality over quantity always wins.
Habibi NY had built an impressive email list that looked great in reports—160,000 contacts suggested a thriving luxury fragrance community. But deeper analysis revealed a devastating truth: 87% of subscribers were unengaged, inactive, or spam traps that were actively hurting performance. This perfectly demonstrates our manifesto that we optimize every touchpoint for performance, narrative, and aesthetic simultaneously, because vanity metrics in luxury email marketing are worse than useless—they're actively destructive. Big lists don't mean big revenue when most subscribers prevent your emails from reaching customers who actually want to buy.
Strategic segmentation that rebuilds relationships.
We chose the dramatic path of shrinking to grow, conducting deep list audits and creating tiered segmentation strategies that protected deliverability while building interest-driven segments based on fragrance preferences and purchase behavior. Instead of trying to re-engage 87% of dead subscribers, we built sustainable systems around the 13% who actually wanted luxury fragrance marketing. This proved that exceptional design and data-driven performance belong together even in email marketing—because reaching fewer people with relevant, valuable messages always outperforms reaching more people with generic promotional content.
When less becomes exponentially more.
$320K in email revenue and 28% of total store revenue from Klaviyo (exceeding their 25% goal) with flows growing 23% year-over-year proved that list quality beats list quantity every single time. Customer complaints about email frequency disappeared while engagement rates skyrocketed, demonstrating what we mean when we create "digital narratives that transform ordinary transactions into sticky connections that endure." This is luxury email marketing done right—when something reaches the right people with the right message and converts consistently, that's when you know it's truly Glued.
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