From abandoned carts to successful conversions: Transforming Kai Collective's email strategy

Kai Collective, a women-led fashion brand based in London, came to us with a limited email strategy. To truly make an impact on customers, it's important to integrate email marketing throughout the entire customer journey.

11.3% welcome flow conversion rate
69% abandoned cart flow open rate
33.8% abandoned cart flow conversion rate

Client	Kai Collective
Industry	Fashion
Website	kaicollective.com

Fuel Made's Role

Full Service Email Marketing
Strategy
Copywriting
Visual Design
List Growth

Promotional email from Kai with images of women in colorful outfits and a call-to-action button.

the challenge

Limited email strategy

Kai Collective only had a single abandoned cart email in place, which was generic in tone and lacked brand alignment. This left significant gaps in customer engagement.

Lack of personalization

The abandoned cart email made no attempt to address customers personally, highlight value, or encourage loyalty, resulting in missed conversions.

No list growth or welcome flow

Without a pop-up or welcome flow, Kai was missing out on a key opportunity to capture leads and turn them into loyal customers.

Before

Email from Kai Collective with a personalized message about a product order written by Fuel Made

After

our approach

Personalized abandoned cart flow

We built a new four-part abandoned cart flow, personalized for first-time and repeat customers. These emails highlighted unique product benefits, Kai’s brand values, and offers like free shipping. By sending the first touchpoint within 30 minutes, we ensured timely, human-like engagement that led to a 33.8% conversion rate.

Plain-text customer-first messaging

The first abandoned cart email came directly from customer support with a conversational subject line: “That’s one of my favorites.” This plain-text style improved deliverability, built trust, and drove action by making the experience feel personal and helpful.

Pop-up and welcome flow strategy

We launched a pop-up offering 10% off to capture both email and SMS subscribers. A beautifully designed welcome flow followed, showcasing Kai’s lifestyle photography, press features, and best sellers—resulting in an 11.3% conversion rate.

Results

33.8% Abandoned cart flow conversion rate
69% Abandoned cart flow open rate
11.3% Welcome flow conversion rate

From abandoned carts to successful conversions: Transforming Kai Collective's email strategy

Fuel Made's Role