$534K from Re-targeting, $1.1M Total: How Faherty Connected Segmentation to Campaign Execution

Faherty is an omnichannel apparel and lifestyle brand operating across ecommerce and approximately 78 physical retail stores nationwide. As the brand scaled across channels and seasons, the marketing team recognized an opportunity to move from broad outreach toward campaigns grounded in how customers behave.

Faherty had customer data. What was missing was a structured framework to translate that data into campaign audiences, and the confidence to act on those audiences rather than defaulting to full-list sends.

• No shared segmentation language across marketing, retention, and finance, each team defined customer value differently, making coordinated campaign decisions difficult

• Broad-list outreach with variable returns, campaigns reached customers at all lifecycle stages with identical messaging, leaving personalization opportunities untapped

• No closed-loop measurement, without a framework connecting campaigns to specific customer cohorts, it was difficult to assess whether spend was reaching the right people

Saras Analytics designed a value- and lifecycle-based segmentation framework on top of Saras Pulse and activated it directly into Faherty's campaign execution workflow.

• Value and lifecycle segmentation: customers grouped by lifetime value, recency, purchase frequency, and channel behavior into four tiers, giving every team a shared language for audience decisions

• Weekly customer health reporting: new versus existing revenue splits, reactivation and churn rates, and movement across lifecycle stages tracked weekly and surfaced in executive business reviews

• Campaign audience activation: segments pushed directly into Klaviyo and CRM platforms on a regular cadence, so the marketing team no longer manually defines audiences for each send

• Four campaign types activated: direct mail, handwritten notes, anniversary email, and end-of-season sale email, each drawing its audience from the segmentation framework rather than ad-hoc list pulls

‍

Campaigns moved from broad-list sends to lifecycle-led execution. Every send drew its audience from the framework, and every result could be measured against a segment baseline.

• $1.1M+ incremental revenue from segment-driven campaigns across direct mail, handwritten notes, anniversary email, and end-of-season sale

• $534K in retargeting campaign revenue in 2025 from Klaviyo and CRM audiences derived from the value and lifecycle framework

• $500K+ incremental revenue from two direct mail campaigns in March and May 2025 targeting high-value customers by recency and value tier

• $200K+ incremental revenue from two handwritten note campaigns in April and September 2025 targeting recently lapsed customers

• $180K incremental revenue from the anniversary email campaign reaching customers by value segment

• $485K in email channel revenue influenced during July by targeting at-risk customers with end-of-season sale messaging

• Campaign brief cycle compressed, audience selection was done before each brief, reducing time from idea to execution

• Segmentation framework extended to 2026 for email, SMS, wholesale supply allocation, and additional email flows