Lamey Wellehan
An email platform migration, list warming and four-way segmentation for a century-old Maine shoe retailer with six stores.
Lamey Wellehan is a family-owned shoe retailer with six Maine stores and more than a century of loyal customers. Email, though, had always been an afterthought: promotions were designed ad hoc and sent on no set schedule to one undivided list.
Our First Pier team moved tens of thousands of contacts to a modern email platform and warmed the list carefully, so the new sender reputation was earned rather than inherited. Along the way we split the audience into highly engaged, at-risk, unengaged and staff segments, since each needs a different first message.
We then built a new sign-up form, a welcome series, abandonment flows and flexible templates the team could reuse. We also automated the monthly customer survey for both in-store and online shoppers, saving staff time every month.
The result is an email program that finally matches the size and goodwill of the business.
They knew our company and understood clearly our goals.
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