Shoelace Supercharges Mindy Mae’s Market's Email Marketing, Boosting Revenue by 263%

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Mindy Mae’s Market, a vibrant women's clothing shop, holds a mission of empowering women to wear what makes them happy through style and community. With a sizeable email list of over 200,000 subscribers, the team knew there was huge potential for revenue growth, but they needed a way to unlock it without overwhelming their loyal subscribers with endless emails. 

Enter Shoelace: our team stepped in to offer a strategic and effective email marketing solution that helped grow Mindy Mae’s monthly revenue to impressive numbers.


Mindy Mae's Market was struggling with a common problem: they were sending too many emails to their entire list. This 'one-size-fits-all' approach not only increased the risk of their emails being marked as spam but also ran the risk of alienating their subscribers due to email overload.

Before working with Shoelace, Mindy Mae's Market was sending the same emails to their entire subscriber list, often multiple times a week. While their intentions were good, the lack of audience segmentation and structure risked flooding their subscribers' inboxes and damaging their sender reputation. It was clear that a more strategic, data-driven and personalized approach was needed to keep customers engaged with relevant emails.

“Our strategy before Shoelace was pretty nonexistent, we didn’t have the time to dedicate to a well thought out strategy and were just sending emails as needed, or when we could. We were very impressed with the month-by-month planning. It definitely exceeded our expectations, Shoelace has a lot of knowledge about email best practices and we could tell they were developing the strategy based on that knowledge.” - Courtney Hansen, Owner, Mindy Mae’s Market


Our team migrated Mindy Mae's Market from Mailchimp to Klaviyo, a platform that boasts advanced features and is designed specifically for ecommerce businesses. This enabled us to implement a tightly targeted, data-driven email strategy.

“Our transition [to Klaviyo] was pretty seamless. Shoelace did almost all of the heavy lifting once we were signed on with Klaviyo. We had two simple set up calls and then we were able to be relatively hands off.” - Courtney Hansen, Owner, Mindy Mae’s Market

Once on Klaviyo, we began by slowly introducing emails to smaller segments of the audience, carefully considering their engagement levels and shopping behaviors. This approach allowed us to create personalized email content for each subscriber group.

We created a month-by-month plan that focused on delivering the right messages to the right people at the right times. We also refreshed Mindy Mae's email design to be more appealing, all while using dynamic elements to showcase top-selling items. Our goal? To increase the average order value (AOV) and return on investment (ROI) – two key indicators of business growth.


In just 90 days, we saw impressive results. We managed to turn special promotion emails, or 'Campaign Emails', into a revenue powerhouse, increasing income from these emails from $49K in February to a whopping $178K by May. That's a 263% increase!

Moreover, our 'Flow Emails'—emails automatically sent when a customer takes a specific action—also saw a dramatic revenue boost, rising from $45K in February to $114K in May, a 153% increase.

The data-driven approach reduced the number of campaigns sent per week, and the brand protected its sender’s reputation while also delivering more valuable messaging. Each email was a curated experience, designed for the recipient's interests and engagement level.

We also used A/B testing to refine our strategy, helping us understand when and how often to send emails for maximum engagement. Plus, we created a planning tool that helped us fine-tune messages for upcoming sales or special deals, enhancing customer connections at every shopping stage. For example during a Memorial 4-day sale we were able to generate an extra $2,400 in sales through extending the sale messaging and discount in the browse abandoned and abandoned cart email flows. 

ROI improved significantly, too. What started as an 11x return in February, skyrocketed to a 28x return by May. So for every $1 the client spent on email marketing, they made $28. Who wouldn’t love an ROI like that?!

The benefits extend beyond the numbers too. Our strategic email marketing not only drove revenue but also improved Mindy Mae’s Market's relationship with its customers. The client will continue to reap the rewards of increased brand equity for years to come.

“Shoelace has been so helpful in showing us how much money we were leaving on the table, and developing strategies for us to put that money back into revenue for our business. We love our partnership with Shoelace and they have proven to be one of the most vital tools in the success of our business growth.” - Courtney Hansen, Owner, Mindy Mae’s Market


Shoelace's data-driven email marketing strategies transformed how Mindy Mae's Market communicates with its subscribers and increased their revenue significantly. We harnessed the power of data, smart segmentation, and strategic planning to significantly improve their email marketing results, all while enhancing customer relationships.

Our comprehensive overhaul led to a 13% increase in average order value (AOV) and big improvements in customer engagement. Through careful planning, we maximized the impact of Mindy Mae’s Market's emails without overwhelming their subscribers.

Mindy Mae’s Market's success story underscores the potential of a well-thought-out, data-driven email marketing strategy. In a world saturated with digital communication, a tailored, respectful, and smart approach stands out. 

If you're ready to see what Shoelace can do for your brand through strategic email marketing, get in touch today. We can't wait to work with you.

“Working with Shoelace has been seamless and easy. They give updates when needed, we have review calls and go over our numbers and develop new strategies, and it has been enormously helpful for us to have a team dedicated to our email marketing. As we are a small team, not having to hire a whole new team of in-house employees to run our email campaigns has been amazing. Shoelace’s knowledge and experience with Klaviyo has been so helpful to us and we have loved taking advantage of their expertise.” - Courtney Hansen, Owner, Mindy Mae’s Market

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