MaxSleek

The brand

MaxSleek is a London-based direct-to-consumer fashion retailer selling women's and men's apparel and accessories (dresses, knitwear, outerwear, bags) through a discount-led offer, running frequent site-wide sale campaigns to a list built up since early 2026.

The challenge

• No welcome flow existed at all, new subscribers received nothing after signing up
• No abandoned cart flow existed either
• The account's only cart-recovery automation, an 'Abandoned Checkout' flow built months earlier, had been left sitting in draft status and was never actually sending
• Weekly sale campaigns (12 sends since May) were getting solid opens (35 to 51%) but very low click-through and close to zero orders per send

The goal

• Stand up real welcome and cart-recovery automation where none existed
• Get a working baseline of real flow performance data instead of a draft flow no one was watching
• Use the campaign program's healthy opens alongside its weak clicks to start diagnosing where the conversion gap actually is

The strategy

Fix the missing foundation first, then use the account's first real weeks of data to diagnose the campaign conversion gap, rather than guessing at it.

• Build welcome, abandoned cart, and abandoned checkout flows from scratch, matching MaxSleek's existing email design
• Leave the legacy draft checkout flow in place rather than deleting it, as a comparison point once there's enough new data
• Treat the first weeks live as a diagnostic period, not a results period, given how small the recipient volumes still are

The execution

• Audited the account and found a single abandoned-checkout flow, built in May and left in draft, plus no welcome or abandoned-cart automation at all
• Built and launched 3 new flows the week of September 2, 2026: Welcome, Abandoned Cart, and Abandoned Checkout
• Kept the existing weekly sale-campaign cadence running throughout the rebuild