Launching a CRM program to drive e-commerce apparel sales

Cutter & Buck Canada

Strategy|Content Design|Email

Cutter & Buck creates high quality, iconic sportswear for an active lifestyle. Inspired by the Pacific Northwest, Cutter & Buck promotes the pursuit of epic in every day and has committed to more sustainable products and business practices for a better future.

Building on our longstanding relationship as a creative partner, we were approached to support the launch of a, a new direct-to-consumer sales channel. Over the course of 10 months, we developed a strategy and built the foundation for their email marketing program with the goal of engaging an ever-increasing audience, with branded and timely email content, to drive sales.

Cutter & Buck Canada

Strategy|Content Design|Email
crm email campaigns

Our strategy output included formalizing key performance indicators, mapping the customer journey to establish email automation workflows, creating a broadcast calendar with a detailed content plan, and developing an execution timeline. We then connected the marketing automation platform to and segmented their existing audience.

Following our strategy work, we designed and developed: branded templates, automated email workflows, and timely campaigns. To create a cohesive experience across digital channels we also provided supplementary assets for social and web. With the foundation in place, we began executing lead generation social ads to grow the CRM audience.

In year one of the program, we saw positive results:


Increase in engaged contacts


averageopen rate


clickthrough rate

apparel email campaign

True professionals in the branding and creative space. I've worked with Stephanie and her team for over 10 years, and am always impressed with the work produced, the strategic approach to problem solving, and their attention to detail. The entire Bare Brand team has been fantastic to work with.

Shane Brett

Former CEO,
Cutter & Buck Canada

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