How ECUALAMA Drove 33.6% Lifecycle Revenue Growth During BFCM – While Sending 45% Fewer Emails

In just two weeks before BFCM, YOCTO helped ECUALAMA fix critical lifecycle issues, double opt‑in performance, and drive strong holiday revenue – even though overall business revenue declined.

FACTS

Client: ECUALAMA 

Industry: CPG

List Size: 20K+

ESP: Maestra

RESULTS

1. +188.96% increase in flow & product recommendation revenue
2. Signup rate increased from 2.87% → 5.3% (+84.7% uplift)
3. Revenue per recipient grew from $0.04 → $0.11 (+175% increase)
4. Lifecycle revenue up 33.62% while overall business revenue declined 12.52%

Client Insights

ECUALAMA is a purpose‑driven fashion brand celebrating the craftsmanship of indigenous artisans in the Ecuadorian highlands. Their ponchos, scarves, blankets, and premium cotton t‑shirts are handcrafted using ancestral techniques and sustainably sourced alpaca and llama wool.

Their customers value slow fashion, authenticity, and meaningful purchases that support cultural heritage. YOCTO’s lifecycle strategy aligned closely with this mission – leveraging emotional storytelling, education, and social proof to convert seasonal interest into long‑term brand loyalty.

“ECUALAMA has been one of our most proactive clients. Usually our Customer Success Managers own the entire process, but ECUALAMA is different, with their founder being deeply hands-on, adjusting flows and testing ideas. 

Together with Maestra’s CSM, ECUALAMA optimized conversion rate across their entire customer journey: added AI-powered product recommendations on the website and in emails, rebuilt the Abandonment Flow (lifting cart recoveries by 48%), tested pop-ups like “Spin the Wheel” (7.8% sign-up rate), and more.

I would like to thank YOCTO for having their team join the effort. They jumped in fast and, within two weeks, helped significantly improve the account’s performance during the BFCM. I really appreciate the support. Great match for ECUALAMA !”

The Challenge

YOCTO began working with ECUALAMA just two weeks before BFCM, with one clear goal: deliver a successful BFCM and holiday gifting season without harming deliverability.

Key challenges included:

1. Broken lifecycle infrastructure
   
   • Flows firing multiple times to the same users
   • Some users never entering the Welcome Flow
   • Others receiving the same retargeting emails repeatedly
     
2. Historical deliverability issues
   
   • Previous deliverability problems limited aggressive BFCM sending
   • VIP customers were not being messaged at all, causing high‑value users to lapse
     
3. Underperforming flows & missing lifecycle moments
   
   • No proper win‑back or post‑purchase nurturing
   • Core flows were too short and missing conversion opportunities
     
4. Low list growth performance
   
   • Popup signup rate stuck at 2.87%
   • No zero‑party data collection to support segmentation

Our process

1. Re‑engaging High‑Value Users Without Hurting Deliverability

Given ECUALAMA’s previous deliverability issues, sending broadly or aggressively ahead of BFCM would have hurt inbox placement. But there was also a major missed opportunity: VIP customers who had previously spent significant amounts were not being contacted at all.

To solve this, we used a gradual scaling approach:

• We segmented VIPs and high spenders and reintroduced them into circulation slowly via highly engaging, value-based campaigns.
  
• Campaign content emphasized brand storytelling, artisan production, and seasonal gifting – rather than discounts alone.
  
• We monitored engagement signals closely and suppressed low-activity contacts to preserve sender reputation.

The result was a healthy balance between reactivation and deliverability protection:

We sent 45% fewer emails but generated 33% more revenue compared to the previous BFCM period.

2. Fixing the Lifecycle Foundation

ECUALAMA’s lifecycle infrastructure was partially broken when we stepped in:

• Some users never entered the Welcome Flow.
  
• Others received the same retargeting emails multiple times.
  
• Core flows were too short to build trust and drive purchases.

We executed a fast-track rebuild of the lifecycle foundation:

• Fixed all trigger and filter logic so users received only the right emails at the right time.
  
• Re-enabled and extended broken flows to ensure full funnel coverage.
  
• Built clean conditional splits and smart delays to stop flow collision.
  
• Extended communication journeys to maximize post-click engagement and customer education.

This created a stable, conversion-ready automation system just in time for peak holiday traffic.

3. Scaling List Growth With Smarter Capture + Zero‑Party Data

At the start, ECUALAMA’s email popup signup rate was underperforming at 2.87%, and they weren’t collecting any usable segmentation data from new leads.

We launched a targeted A/B test on the popup, experimenting with:

• Copy structure (Collecting users’ shopping interests)
  
• Form structure
  
• Visual layout and mobile responsiveness

The winning variation delivered an 84.7% increase in sign-up rate, bringing it to 5.3%.

More importantly, we began capturing zero-party data on user preferences, helping us personalize future flows and campaigns. This was crucial as the brand scaled paid traffic – we could turn anonymous visitors into segmented, engaged leads at scale.

4. Strategic BFCM Campaign Planning & Execution

With deliverability, flows, and signup health stabilized, we turned to building a BFCM campaign strategy that could perform without fatigue.

We created a full calendar of pre-BFCM, BFCM, and post-BFCM campaigns, each tailored to different user segments:

• Whitelisting campaigns (to improve inbox placement and engagement signals)
  
• Early access promos for warm leads and high-value users
  
• Artisan and product storytelling campaigns focused on gift intent and brand value
  
• Segmented promos based on purchase behavior and AOV potential

We also tested a variety of offer types – percent-off, bundles, urgency-based deals – and tracked engagement in real time to make quick adjustments.

Our Partner

ECUALAMA runs on Maestra, an all-in-one personalization platform for DTC brands. Without Maestra, delivering these results in two weeks would have been tough.

For this account, we relied heavily on Maestra’s flexible segmentation tools to identify VIP and at-risk customers. Their segment analytics made it easy to see where engagement and revenue were dropping off and how to fix it.

We used the Email Health Report to monitor deliverability in real time – it tracks key metrics, compares against industry benchmarks, breaks down performance by email provider, and gives actionable recommendations.

The built-in flow analytics helped us catch issues like duplicate sends. Fixing them was easy – the flow builder is intuitive, and we picked it up quickly, even as first-time users. 

We’ve worked with many other platforms, and this level of flexibility and insight is not something you’d often see in a tool like that. 

Highlights

+33.62% lifecycle revenue growth YoY

While overall business revenue dropped 12.52%, lifecycle showed significant growth. Revenue per recipient grew +175%, from $0.04 → $0.11, proving smarter targeting beats higher volume.

+188.96% increase in flow & product recommendations revenue

Fixed and extended flows became a major revenue driver during and after BFCM. Maestra’s product recommendations drove more sales due to the increased traffic.

Where to from here?

Next, we’re focused on:

• Launching new A/B tests across core flows
• Further improving conversion rates in Welcome, Browse, and Cart flows
• Expanding lifecycle personalization using collected zero‑party data

Want to be next?

We rebuilt ECUALAMA’s entire lifecycle in two weeks, grew their email revenue 33% while business declined, and protected deliverability the whole way through.

If you’re heading into your next peak season with broken flows, a stagnant list, or sender reputation you can’t risk – we should talk.

Book a Strategy Activation™ and we’ll show you exactly what’s leaking revenue.