The Challenge
After rebranding from SneakerBaas to Fields, the email marketing team faced a unique challenge: how do you reconnect with subscribers who signed up for a different brand?
The risks were significant:
- Subscribers might not recognize the new sender
- Increased spam complaints could damage deliverability
- The inherited email list was built under the previous branding
- Deliverability score sat at only 37 out of 100
Our Approach
We developed a three-part email rebrand strategy:
Reignite Interest & Rebuild Trust
Created a reintroduction email series to bridge the brand transition:
- Lifestyle-rich imagery reflecting the new Fields positioning
- Clear value propositions for the “new” relationship
- Explanation of the evolution from SneakerBaas to Fields
- Incentives for re-engagement
AI-Powered Segmentation Strategy
Used Klaviyo’s segmentation capabilities to protect deliverability:
- Grouped the legacy audience by engagement history and location
- Started with most engaged subscribers to minimize risk
- Gradual expansion to less engaged segments
- Data-driven approach to list management
Deliverability Protection
Implemented a careful warm-up phase:
- Introduced campaigns gradually to lower-risk segments first
- Protected sender reputation throughout the transition
- Monitored deliverability metrics closely
- Adjusted sending strategy based on engagement signals
The Results
The rebrand email strategy delivered exceptional results:
Campaign Performance:
- +152% increase in open rates — Subscribers responding to the new brand
- +65% improvement in click-through rates — Higher engagement across campaigns
Automated Flow Performance:
- +63% open rate increase for automated flows
- +330% click rate increase for automated flows
Deliverability Transformation:
- Deliverability score improved from 37 to 78 — A 110% improvement
- Maintained inbox placement despite sending from a “new” brand
Revenue Protection:
- Only 26% revenue drop during warm-up phase — Quick recovery as engagement improved
- Demonstrated that careful transition strategy protects business performance
The combination of strategic segmentation, compelling reintroduction content, and careful deliverability management turned a risky rebrand into a successful email marketing transformation.