What happens when email
is built right.

Three founders in apparel, beauty, and jewellery — each one losing email revenue they could not see. The infrastructure was never built correctly. Here is what happened when it was.

Three brands. Three transformations.

Three different brands. Three completely different visual identities. Every result cited reflects documented methodology and real technical outcomes — brand names changed to protect client confidentiality. On a discovery call we are happy to walk through the technical architecture behind any case study in detail.

Client 01 — Apparel & Fashion
"The Label"
Visual Essentials
$180k annual revenue — 2 years in business
The Problem
Beautifully designed products. Emails landing in spam. Zero automation running correctly.

DNS records misconfigured at platform setup — SPF failing, DMARC absent. Every email send damaging sender reputation further. Abandoned cart flow triggering incorrectly. Stock imagery in campaigns eroding the premium brand positioning built across social media.

Open Rate
8.2%
↓ Before
34.6%
Cart Recovery
0.4%
↓ Before
12.8%
Email Revenue
4%
↓ Before
26%
The Visual Moat Solution
DNS Overhaul Deliverability Fix Studio Photography Brand Templates Core 5 Flows
See how we fix this for your brand →
Client 02 — Health, Beauty & Wellness
"The Ritual"
Daily Rituals
$240k annual revenue — 3 years in business
The Problem
Strong repeat purchase potential — completely untapped. Customers buying once and disappearing.

Platform configured but never properly integrated with the Shopify store — purchase data not flowing into Klaviyo. No replenishment sequences. No post-purchase education flow. Generic batch-and-blast campaigns with no segmentation. High-value customers receiving the same emails as first-time visitors.

Repeat Purchase
11%
↓ Before
38%
LTV — 90 Day
$47
↓ Before
$129
Email Revenue
6%
↓ Before
31%
The Visual Moat Solution
Platform Rebuild Store Integration Behavioral Segmentation Replenishment Flows Studio Assets
See how we fix this for your brand →
Client 03 — Jewelry & Home Goods
"The Heirloom"
The Artisans
$320k annual revenue — 4 years in business
The Problem
High-consideration buyers going cold. No nurture system for the long purchase cycle.

Jewelry buyers research for weeks before purchasing. The brand had no email infrastructure to support that journey — no browse abandonment, no educational storytelling sequences, no VIP recognition for high-value customers. A significant portion of the list had gone completely cold with no win-back strategy in place.

Win-Back Rate
0%
↓ Before
14.3%
AOV from Email
$180
↓ Before
$340
Email Revenue
3%
↓ Before
28%
The Visual Moat Solution
Customer Journey Mapping VIP Flow Win-Back Sequence Studio Photography VIP Print Accelerator
See how we fix this for your brand →

What broken infrastructure actually looks like — and what we do about it.

The most common technical state we inherit when onboarding a new client. This is the reality of what bad email infrastructure costs a brand every single day.

Before Visual Moat
Typical inherited infrastructure

SPF record missing or misconfigured — emails flagged as suspicious

DKIM not authenticated — sender identity unverified

DMARC absent — no policy protecting domain from spoofing

List never cleaned — 30–40% inactive profiles damaging sender score

Core 5 flows missing or triggering incorrectly

No UTM tracking — revenue from email invisible in analytics

After The Infrastructure Build
The Visual Moat Standard

SPF, DKIM, DMARC all authenticated — inbox placement confirmed

BIMI record configured — brand logo visible in supported inboxes

List sanitized — sender reputation protected and improving

Core 5 flows live and tested — revenue recovery active from day one

UTM tracking configured — every campaign's revenue fully attributed

12-point QA checklist passed on every send — zero technical errors

The Visual Moat studio portfolio.

Original product photography produced in our studio — integrated directly into client email campaigns, automated flows, and seasonal content. No stock. No AI. Every image built specifically for the brand it represents.

Apparel product photography — olive canvas handbag
Product detail photography — gold dropper close-up
Lifestyle photography — hands placing product
Campaign preview — navy apparel sweater
Product photography — gold jewellery necklace

All images produced in-house at the Visual Moat studio. Products shipped by clients — shot, edited, and integrated into campaigns and automated flows. Client retains limited commercial license. Visual Moat retains portfolio rights unless restricted by client contract.

20–35%
Email share of total revenue
Industry benchmark — well-configured e-commerce
45–60%
Average welcome flow open rate
Klaviyo benchmark — e-commerce
3–5%
Abandoned cart recovery rate
Industry average — optimized flow
$36–$42
ROI per $1 spent on email
DMA / Litmus annual benchmark

Recognize your brand
in any of these scenarios?
Let's talk about your audit.

We identify your biggest technical flaw and your highest-value creative opportunity — at no cost. Takes 3 minutes to apply.

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