Case Study

Driving Profitable Growth Through Lifecycle Automation

Liverpool Los Angeles, a premium apparel brand, engaged DigitsUp to take their email strategy to the next level. The goal was clear: increase profitability and drive more revenue through automation, even as overall business revenue faced headwinds. Instead of relying on heavy discounting or volume-based campaigns, we focused on building a structured strategy that emphasized loyalty, segmentation, and higher average order value.
Klaviyo
Shopify
Toki

The Challenge

Liverpool Los Angeles wanted to increase the profitability of their email program by shifting from a campaign-heavy approach to a more structured lifecycle strategy. They partnered with DigitsUp to optimize their flows, reduce reliance on discounts, and focus on increasing average order value and loyalty engagement. The goal was to make their email channel more profitable and resilient, ensuring that each customer touchpoint added long-term value.

The Solution

We worked with Liverpool Los Angeles to transform their email strategy into a profitability-focused lifecycle framework. Our approach included:

  • Identifying Key Gaps: We added missing flows like abandoned cart sequences that had previously been overlooked.
  • Segmentation Lanes: We created three distinct lanes for new customers, returning customers, and loyalty members to ensure more relevant messaging.
  • Loyalty and AOV Focus: We doubled down on loyalty point reminders, tier-based messaging, and ways to increase average order value rather than relying on broad discounts.
  • Deliverability and Segmentation: We increased automation sends by 110% while maintaining deliverability and reducing spam complaints through better segmentation.

By focusing on these areas, we helped Liverpool Los Angeles become more profitable and build a more resilient, value-driven email program.

The Results

Through our lifecycle-focused approach, Liverpool Los Angeles saw notable improvements in email profitability and customer value.

Key outcomes included:

$3M

Revenue Generated

Generated through automated flows alone, accounting for 53% of total email sales. This represents a major year-over-year improvement, making flows the cornerstone of Liverpool’s email revenue.
+40%

Flow-Driven Growth

Revenue generated from lifecycle flows increased by 40%, driven by improved flow coverage, smarter segmentation, and a stronger focus on automation over one-off campaigns.
+31%

Increase in AOV

Average order value increased by 31% as a result of better lifecycle timing, loyalty-focused messaging, and upsell opportunities built directly into flows.
+11%

Overall Email Revenue

Total email-attributed revenue increased by 10%, demonstrating that a flow-first strategy can drive growth without increasing send volume or relying on aggressive discounting.
What started as a focused lifecycle project has since evolved into a much deeper partnership. Digits Up now supports us across lifecycle strategy, tech stack decisions, and cross-functional execution, working seamlessly alongside our digital paid media agency. Their ability to think strategically while executing tactically has had a real impact on how we operate and grow.

“Digits Up isn’t just an agency we work with, they’re one of our most trusted partners.”

Jennifer @ Liverpool Los Angeles
Ecommerce Growth Architect
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