How To Launch a New Collection With Email Campaigns (Fashion Case Study)

Launching a new collection should feel exciting—not chaotic. This how-to guide gives you a proven, step-by-step playbook to plan, send, and measure a high-performing fashion launch with email. You’ll get a T–21 to T+7 timeline, segmentation blueprints, creative and offer ideas, frequency caps to protect deliverability, and a practical way to reconcile ESP vs. multi-touch attribution.

• Estimated time to implement: 1–2 weeks of prep, 7–10 days of campaign execution
• Skill level: Intermediate (Shopify + Klaviyo/ESP basics)
• What you’ll need: Your collection feed (with sizes), an ESP, basic analytics/UTM setup, and inventory coordination

The T–21 to T+7 Launch Timeline (with caps and checkpoints)

Use this as your master calendar and adapt to your list size and engagement. If inbox placement dips below ~95% on seed tests at any checkpoint, slow down and fix deliverability before scaling.

T–21 to T–14: Teasers and List Prep

• Goal: Build anticipation and collect preferences (style, size, color).
• Sends: 2–3 teaser emails to engaged cohorts; VIPs get a narrative preview.
• Frequency caps: 1 send/week to broad engaged; 1–2 to VIPs in this window.
• Must-do setup:
  • Authenticate domain (SPF/DKIM/DMARC) and enable one‑click unsubscribe headers aligned with Gmail/Yahoo 2024 rules, as summarized by the AWS overview of bulk sender changes (2024) and Google’s email sender guidelines (2024): AWS bulk sender changes, Google sender guidelines.
  • If you’re warming a new domain/subdomain, ramp volume with your most engaged segments first; Redsift’s 2025 bulk sender requirements recap the new thresholds and practices: Redsift bulk sender guide.
  • Capture preferences at sign-up (style, size) for dynamic modules; SmartrMail’s 2024 fashion guide shows simple ways to do this inline: SmartrMail fashion guide.
• Verification checkpoint:
  • Seed-test inbox placement (Litmus/GlockApps/Email on Acid). Aim for ~95%+ inboxing before scaling.
  • Verify UTMs flow correctly into GA4 (source/medium/campaign) and your ESP reports align.
  • Ensure your Shopify product feed exposes size variants so you can segment by fit and inventory.

T–7 to T–1: VIP Early Access and Waitlist Gate

• Goal: Reward best customers, learn demand signals, protect inventory.
• Sends: VIP early access 6–24 hours before GA; invite waitlist/interest cohorts.
• Frequency caps: Keep total cadence to ≤1/day for any one subscriber.
• Content: Show 3–5 hero looks, fit notes, and a small set of limited SKUs to avoid stockouts.
• Verification checkpoint:
  • Test early-access gates and single-use codes.
  • Confirm price visibility, taxes/shipping, and PDP speed on mobile.

T (Launch Day): General Availability (GA)

• Goal: Maximize day-one sell-through without crushing deliverability.
• Sends: 1 GA email to broad engaged; optional non‑opener resend ~24 hours later with a fresh subject.
• Frequency caps: ≤2 sends total on launch day; most brands should stick to 1.
• Timing windows: Test locally, but many fashion lists respond well to weekday late morning or mid‑afternoon. TargetBay’s Q2 2025 analysis notes solid performance in the 3–6 PM range and strong midweek engagement: TargetBay fashion playbook (Q2 2025).
• Verification checkpoint:
  • Watch complaint rate in real time; keep it ideally <0.1% and below the ~0.3% cap for Gmail/Yahoo bulk senders referenced in 2024–2025 guidance.

T+1 to T+3: Sell‑Through Push

• Goal: Nudge browsers and cross-sell related pieces, without spamming.
• Sends: 1–2 targeted sends to engaged/browsers; 1 tailored reminder to lapsed.
• Frequency caps this window: Engaged cohorts 2–3 touches total; lapsed ≤1.
• Content: Top sellers, styling bundles, UGC highlights; back‑in‑stock modules if sizes return.
• Verification checkpoint:
  • Suppress out‑of‑stock sizes dynamically.
  • Monitor click-to-revenue; if CTR is healthy but revenue lags, audit promo code configs and check PDP load speeds.

T+4 to T+7: Last‑Chance and Restock Waitlist

• Goal: Clear remaining inventory, collect restock demand, and close the loop.
• Sends: 1 final reminder; set restock waitlist workflow with size notification.
• Frequency caps: Keep to ≤1 additional send for broad engaged; VIPs may get a special styling note.
• Verification checkpoint:
  • Ensure back‑in‑stock flows are SKU/size-aware and throttled to avoid blasts.

Segmentation Blueprints and Exclusions (Fashion-Specific)

Use these as starting points—tune thresholds to your economics and list size.

• VIP/high CLV: Top 10% spenders or CLV ≥ $500 AND engaged in last 60 days.
• Engaged cohorts: Opened OR clicked in last 30–60 days; suppress complainers/unsub risks.
• Recency buckets: Recent (≤30 days), Active (31–90), Lapsed (≥90).
• Style/size interest: Browsed OR purchased category in last 60 days; capture size (XS–XXL) to tailor modules.
• Geo/timezone: Send by local time; split NA/EU/APAC for practical windows.

Exclusions and frequency controls

• Cooldown: Exclude recent purchasers (≤7–14 days) from heavy promos; keep them in post‑purchase care.
• Daily cap: Exclude anyone who received ≥1 campaign in the last 24 hours.
• Launch-week cap: Engaged cohorts ≤4–6 touches; lapsed ≤3; VIP 3–5 with more value content.
• Inventory logic: Exclude SKUs/sizes with low or no stock to avoid frustration.

Example audience logic (readable pseudo)

• VIP early access: CLV ≥ $500 AND (Opened OR Clicked) in last 60 days AND NOT (Received any email in last 24h) AND NOT (Purchased in last 7 days)
• Style segment: (Browsed OR Purchased) category = “Outerwear” in last 60 days AND size preference includes “M” AND geo in US/CA
• GA send: Engaged (30–60 days) MINUS recent purchasers (≤7 days) MINUS suppression (complaints/unsubscribed)

For additional fashion‑specific targeting ideas and storytelling tactics, Klaviyo’s 2024 best‑practices piece is a good companion read: Klaviyo fashion best practices.

Automations to Activate for Launch

• Teaser sign‑up/waitlist flow: Instant confirmation, preference capture (style/size), and a warm‑up message.
• Early-access gate: VIP + waitlist unlock window with single‑use codes.
• Browse/cart abandonment tuned to collection SKUs: Adjust copy to the new line; add fit/size notes.
• Back‑in‑stock: Size‑variant aware with throttling.
• Post‑purchase care/upsell: Care tips, styling bundles, and size‑exchange info.

ConvertCart’s 2025 roundup has many fashion workflow examples you can adapt: ConvertCart fashion workflows.

Creative and Offer Mechanics That Protect Margin

Creative modules that convert and reduce returns

• Hero looks with a short story; a tasteful GIF or 6–8s video.
• Fit guidance: “Runs true to size” notes; link to size charts.
• UGC/influencer proof: 1–2 credible snippets or short quotes.
• Dynamic recommendations filtered by style/size interest.
• Accessibility: Descriptive alt text; adequate color contrast; readable font sizes.

Offer mechanics (beyond blanket discounts)

• Early access (no discount) for VIP/waitlist.
• Spend tiers (e.g., gifts at $150+) or gift‑with‑purchase.
• Bundles aligned to inventory depth and AOV goals.

For more creative inspiration and examples, Avada’s 2025 roundup is useful to browse: Avada fashion email examples.

Send Timing, Benchmarks, and Pacing Guidance

• Timing windows to test: Weekday 9–11 AM or 1–3 PM local; fashion often also sees mid‑afternoon strength (3–6 PM) and midweek performance per TargetBay’s Q2 2025 analysis: TargetBay fashion playbook (Q2 2025).
• Benchmark ranges to set expectations: Venture Stream’s 2024 summary of Klaviyo sector data cites fashion open rates around the low‑to‑mid‑40s with top performers in the mid‑50s, and CTRs around 2–3% depending on campaign type: Venture Stream on Klaviyo fashion benchmarks (2024). Use these as directional, not targets.
• Pacing safeguards: During launch week, avoid batch‑and‑blast daily sends; cap total touches per cohort per the segmentation section above.

Measurement and Attribution: Reconciling ESP vs Multi‑touch

Define success up front

• Core metrics: Revenue per recipient (RPR), placed order rate (POR), AOV, list growth, refund/return rate, and post‑campaign cohort CLV uplift (VIP vs general).

Align your attribution windows

• In Klaviyo, email attribution commonly uses a 5‑day click/view window; confirm your settings in their help docs and keep reports apples-to-apples: Klaviyo Help on message attribution.
• For holistic understanding, compare against a 14–30 day multi‑touch view that includes ads and site events.

Reconciliation workflow (practical)

1. Pull ESP‑attributed revenue for all launch campaigns under a 5‑day window.
2. Pull multi‑touch results spanning the full launch window (14–30 days) to catch assists.
3. Compare overlaps; last‑click ESP will usually over‑credit vs. journey‑distributed multi‑touch.
4. Share a blended figure internally (e.g., weight multi‑touch higher) and annotate assumptions. Educate stakeholders on the difference between single and multi‑touch models; Klaviyo’s explainer is a good primer: Klaviyo on single vs multi‑touch attribution.

Practical example with identity resolution

• Attribuly can be used to unify customer journeys across email and ads with server‑side tracking and identity stitching so your launch reports reflect assisted conversions. Disclosure: Attribuly is our product.
• If you’re wiring up tracking and UTMs for Shopify and your ESP, this getting started guide will help you validate events and link parameters end‑to‑end: Getting started.
• For a short primer on journey attribution patterns and how to report them to non‑technical stakeholders, see this guide: Customer journey attribution best practices.

Compliance and Deliverability Safeguards You Shouldn’t Skip

• CAN‑SPAM basics: clear identification, physical address, and easy unsubscribe. Honor opt‑outs within 10 business days.
• GDPR basics: explicit consent for early-access/waitlist lists; log consent; keep data minimal and secure.
• Frequency caps: Enforce the daily and launch‑week caps described above.
• Content safeguards: Rotate subject lines and avoid spammy phrasing; keep complaint rates ideally <0.1% and under platform caps discussed in the 2024–2025 sender updates (see AWS and Google sources above).

Troubleshooting Playbooks (Launch Week Reality)

If open rates drop after the second teaser

• Reduce cadence; diversify subject lines and preview text.
• Re‑check authentication (SPF/DKIM/DMARC) and complaint rate.
• Seed‑test. If inbox placement is <95% on seeds, pause broad sends and fix before GA.

If CTR is solid but revenue is weak

• Audit inventory and size runs for the featured SKUs; switch spotlight to in‑stock variants.
• Verify promo code configuration and UTM integrity from ESP → site.
• Add fit guidance and richer, faster-loading imagery on PDPs.

If deliverability dips mid‑launch

• Tighten to top‑engaged segments; slow the send ramp for 24–48 hours.
• Review domain/subdomain reputation via Postmaster Tools.
• Suppress unengaged (≥90 days) and re‑engage separately.

If attribution disputes arise

• Align windows (ESP 5‑day vs multi‑touch 14–30 day) and present a blended view with methodology notes.
• Document assisted conversions for VIP cohorts to contextualize results.

If promo code abuse appears

• Switch to single‑use codes; cap redemptions and shorten validity windows.

Fashion Mini Case: “Northside Atelier” Capsule Drop

Context: A 35k‑subscriber apparel brand launches a 12‑SKU outerwear capsule.

• T–21: Authenticate domain on a dedicated subdomain; seed‑test hits 96% inboxing. Teaser #1 collects size preferences; 3,200 subscribers add sizes.
• T–7: VIP early access opens 12 hours prior to GA. Two hero looks; no blanket discount.
• T: GA email at 10:30 AM local. Optional non‑opener resend the next day with a different hero.
• T+2: Targeted send to browsers of the field jacket with fit GIF and size‑specific back‑in‑stock toggle.
• T+6: Last‑chance reminder and restock waitlist; back‑in‑stock flow is size‑aware.
• Measurement: ESP shows strong last‑click revenue; multi‑touch reveals paid social assists on VIP purchases. The team reports a blended figure and captures learnings for the next drop.

Note: The data points are procedural, not performance promises; use your own account metrics to benchmark.

What to Keep for the Next Launch (Post‑mortem)

• SKU heatmap: Which styles/sizes sold first? Adjust future buy depth and hero slots.
• Cohort CLV: Did VIPs show uplift post‑launch? Did lapsed reactivate?
• Creative notes: Which modules (UGC, fit notes, bundles) drove the most clicks?
• Cadence sanity: Did any cohorts approach cap fatigue? Adjust caps accordingly.
• Retargeting: For high‑intent non‑converters, consider syncing audiences for mobile programmatic in the next 7–14 days; this guide outlines a pragmatic approach: Mobile programmatic retargeting best practices 2025.

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Quick final checklist before you press send

• SPF, DKIM, DMARC pass; complaint rate stable
• Segments built with exclusions and caps applied
• UTMs standardized; product feed exposes size variants
• Seed‑test inboxing ≥95%; subject lines varied
• Inventory and codes verified; back‑in‑stock ready
• Attribution windows documented; reporting plan aligned