AJE ATHLETICA partnered with Evocative Media to build foundational lifecycle marketing across Email and SMS, shifting owned channels into a primary revenue driver across Australia and New Zealand.
Prior to partnering with Evocative Media, AJE ATHLETICA had no lifecycle flows in place, with owned revenue heavily reliant on campaign activity. Email designs were not shoppable or conversion-optimised, and sign-up incentives relied on blanket discounting, placing pressure on margins.
This partnership focused on establishing retention as a scalable, profitable growth lever through structured lifecycle marketing.
Significant shift from campaign-led to flow-driven revenue
We implemented a full lifecycle flow framework across AU and NZ, including Welcome, Abandoned Checkout, Added to Cart, Browse Abandonment, Winback, and Post-Purchase flows.
Using Klaviyo and Athos Commerce, we introduced personalised journeys based on customer behaviour, product interest, and purchase history. Dynamic product feeds enabled upsell and cross-sell opportunities, while category-level engagement informed content sequencing.
We worked closely with AJE ATHLETICA’s design team to introduce shoppable, conversion-led email templates that balanced brand aesthetics with performance best practices, lifting click rates above 10%.
Blanket discounts were replaced with intent-based incentives triggered by behaviour, cart value thresholds, and customer status. Dynamic A/B testing ensured offers maximised conversion without eroding margin.
Rigorous list cleaning, improved pop-ups, and exit-intent forms increased subscriber quality, engagement, and deliverability.
Marketing Lead, Aje Athletica
Trusted by 50+ Ecommerce Brands
“Incredibly impressive. Evocative Media have delivered over and above our expectations”
