Start Date: Nov 15th 2017
We began working with Pubic Rec in November of 2017. Although highly engaged, Public Rec’s
email subscriber list was relatively small compared to other eCommerce apparel brands. In
addition, we believed the brand was missing out on top tier email functionality with their
eCommerce platform Shopify.
We decided to transition Public Rec off Mailchimp to Klaviyo to take advantage of their core
focus of Shopify stores, better segmentation, and advanced analytics. After completing the
transition in a matter of days, we were tasked with developing a series of Black
Friday/Cyber Monday emails.
Public Rec rarely discounts their apparel so I knew their email subscribers would be hungry
for the biggest sale of the year. We were able to deliver results ensuring Public Rec had
their biggest Q4 ever and kicking off a long-term, great working relationship. As much as I
would like to take credit for the results, I know the success of the campaign had more to do
with the one-time discount than my email magic!
Converting Visitors into Emails
The Welcome Series is USUALLY the most important revenue driving flow for eCommerce brands.
Whenever I onboard a new client, I tend to start here. The Welcome Series consists of a
website popup or overlay in addition to a number of emails to follow.
At the time, Public Rec was starting to receive increased traffic to their website. We wanted
to create a popup experience that converted a significant number of new visitors into email
addresses. The difference between a popup that converts visitors into emails at 3% vs 9% is
literally 3X list growth.
We implemented a tiered giveaway popup that traded an email for a chance to win a Public Rec
gift card. My job was to A/B test theses popup until we found one that couldn’t be beat.
Last I checked, Public Rec still uses this strategy today!
Building out an Automated Conversion Funnel
The Welcome Series is just one piece of the puzzle when it comes to building out a lifecycle
marketing strategy. Additionally, almost all eCommerce brands need an Abandon (Abandon Cart,
Product, Website) and Post Purchase (New Customer Thank You, VIPs, Surveys) strategy.
Furthermore, there are brand specific funnels to create that can have a big impact on
engagement and revenue. (For example, some brands can implement Back in Stock, Subscription
Upsell, or Predictive Next Purchase Date flows)
We worked with Public Rec to create these funnels to ensure we maximized their website
traffic into purchasers. Over the course of our working relationship, we constantly split
tested and updated Abandon and Post Purchase emails to get the best conversion rate
possible. The emails were designed in a way to give Zach a voice to engage with his
Through our work with Zach and his Public Rec brand, we were able to grow the email list
significantly as of Jan 1, 2019. The quality of the emails remained consistent from when we
first took on the account until now, contributing to extremely high engagement numbers. The
combination of increase in traffic and a high conversion rate contributed to significant
Public Rec is one of the fastest growing men’s apparel brands in the world. I like to think
the work I did in building out Public Rec’s marketing funnels and campaigns had a BIG impact
in their success. The truth of the matter is, Public Rec’s product is so strong and in
demand that the core focus of my job was giving the people what they want, when they wanted
Thanks to word of mouth and strategic marketing initiatives, men worldwide are experiencing
“leisurewear for everywhere” in custom-made performance fabrics. I’m a big fan myself and
make Public Rec apparel a core staple of my own closet.
Today, Zach continues to remain laser-focused on his brand and product offerings. Through
hard work, exceptional product research, passionate vision, and tenacious attention to
detail, Public Rec refuses to settle for anything less than the best Men’s apparel on the