How We Reengaged Lapsed Customers for Lumé Using Email

Judith Prugger
Jun 4
3 min read

Industry: Fine & Demi-Fine Jewelry

Company Size: 10–20 Employees

Location: Los Angeles, CA

Year Founded: 2019

About the Brand

Lumé is a direct-to-consumer jewelry brand known for its understated, 14k gold pieces designed for everyday wear. With ethically sourced materials, timeless designs, and a price point that balances luxury and accessibility, the brand built a loyal following through organic social, early press, and regular product drops.

But despite consistently releasing new collections, email performance was slipping. Campaigns felt static. Past buyers weren’t returning. And the brand’s most important marketing channel wasn’t keeping pace with product momentum.

The Challenge

Lumé came to us with a clear goal: reengage their lapsed audience and turn email into a reliable revenue channel again.

The brand’s design and pricing strategy were strong—and new products were launching regularly—but none of that was being reflected dynamically in their emails. Flows didn’t showcase new arrivals. Campaigns weren’t segmented by lifecycle stage. And high-value customers were receiving the same messaging as one-time browsers.

Here’s what we uncovered:

No winback or reengagement strategy. Past buyers weren’t receiving timely nudges or product-driven reintroductions.
Lifecycle stages weren’t mapped. First-timers and high-LTV buyers were treated the same in flows and sends.
Loyalty program wasn’t integrated. Points, perks, and early access were underutilized in the email experience.
Static content. Product drops were happening—but new designs weren’t being auto-populated into emails, leading to missed opportunities and stale messaging.
No sunset strategy. Cold subscribers were weighing down metrics and hurting overall deliverability.

Lumé didn’t need louder campaigns—they needed smarter infrastructure that could scale with their drops, delight their audience, and bring lapsed customers back.

Our Approach

We focused on rebuilding trust, relevance, and momentum by aligning content with customer behavior and product release cadence. That meant refreshing lifecycle flows, improving segmentation, and ensuring that every drop was actually seen.

Here’s what we implemented:

Lifecycle-Based Flows tailored by stage—first-time purchaser, repeat buyer, or lapsed—with distinct goals, timing, and creative direction.
A Winback Series that reintroduced the brand with elevated visuals, styling prompts, and emotional copy around legacy, self-expression, and timeless design.
Dynamic Product Blocks integrated into flows and campaigns to automatically feature new arrivals and bestsellers—ensuring emails stayed fresh without manual updates.
Gifting-Focused Campaigns tied to seasonality and life moments—paired with positioning tests like “Gold That Goes With Everything” and “Give What Lasts.”
Loyalty Program Integration throughout the flow system—highlighting points, early access, and exclusive perks to drive repeat purchases.
Post-Purchase & Styling Flows that educated customers on jewelry care, suggested complementary pieces, and celebrated milestones like birthdays or anniversaries.
A Sunset Flow that gave disengaged subscribers a final, on-brand reentry point—while protecting list health and boosting deliverability.
Creative Refresh & Testing to balance storytelling with simplicity—using modular designs that scaled with product drops and seasonal pivots.

The Results (Over 3–4 Months)

+42% Lapsed Customer Reactivation: Past customers opened, clicked, and purchased again after personalized reintroduction efforts.
+71% Campaign Clickthrough Rate: Dynamic content, lifecycle logic, and positioning tests reinvigorated engagement across key segments.
+89% Email Revenue: Revenue from email increased dramatically—even without growing the list—thanks to reactivation, loyalty promotion, and better timing.

The Outcome

Lumé didn’t need more emails. They needed emails that actually worked: flows that reflected how people shop, content that matched product cadence, and campaigns that felt like they were written for someone—not everyone.

By integrating loyalty, layering in drop-driven content, and segmenting by lifecycle, email became a channel that reengaged past buyers, converted window shoppers, and supported revenue without sacrificing brand.

Now, email isn’t just a box to check—it’s how Lumé builds deeper relationships, introduces new collections, and rewards the customers who keep coming back.

Details have been adapted from real client engagements to preserve confidentiality while illustrating performance-driven results.