Email list growth for a brand featured in Oprah’s Favorite Things

About the client

A New York-based online jewelry brand was selected as part of Oprah’s Favorite Things — an annual gift guide that generates dramatic spikes in traffic and awareness for featured brands. With a sudden influx of attention, the brand needed a way to capture and retain this audience beyond the initial media buzz.

Objectives

  • Develop strategy to capitalize on major publicity event
  • Grow revenue

Key Results

  • +14,000 engaged subscribers added to the email list within one week
  • Welcome series and pop-up forms implemented during the campaign window
  • Email quickly became the brand’s most scalable owned channel

Solution overview

We built a conversion-focused onboarding experience: from capturing visitors with a compelling pop-up to nurturing them with an automated Welcome series. The system was designed to turn viral attention into a long-term revenue engine through thoughtful email communications.

What We Delivered

  1. Growth-focused setup
    • Pop-up subscription form tailored to high-intent visitors
    • Quick-turnaround setup aligned with the Oprah feature timeline
  2. Lifecycle automation
    • Welcome series built to convert new subscribers into first-time buyers
    • Engaging storytelling and product highlights in early emails
  3. Engagement & segmentation
    • Initial list segmentation based on behavior and source
    • Monitoring of engagement and quality metrics during rapid subscriber growth