Reviving Weston Store’s Email Marketing After a Severe Bot Attack & Generating $2M+ From Email

Weston Heated Apparel offers premium heated jackets, gloves, socks, and vests that keep winter comfortable for everyone from skiers to commuters. When they approached us in August 2024, they had a solid customer base and an active Klaviyo account, but email marketing was far from reaching its potential.

The challenge

Despite Weston’s growth ambitions, they were sitting on an underutilized list of over 175,000 active profiles. Email performance was stagnating:

Revenue

Email marketing revenue was insignificant (under 10%)

Deliverability

Deliverability was tanking: a low sender score, high bounce and spam rates, and a Welcome Flow sabotaged by bot traffic from a faulty website form.

Spam

Nearly every campaign that was sent landed in spam due to the deliverability issues after the bot attack

Flows

Core flows were in place but underdeveloped and underperforming.

With Q4 and Black Friday looming, fixing deliverability and establishing a strong lifecycle strategy was urgent.

Our strategy

1. Fixing Deliverability at the Root

Removed the corrupted footer form feeding bots into the Welcome Flow.

Sent warming campaigns to small, engaged segments.

Cleaned the lists of inactive and bounced profiles.

Encouraged recipients to reply and whitelist us to improve sender reputation.

Leveraged Yotpo SMS to drive email engagement

Instead of giving the welcome discount via SMS, we updated the message to say: “Your code is waiting in your email.”

This shift boosted email open rates and funneled attention where it was needed – out of spam and into inboxes.

2. Audit + Overhaul

We redesigned and expanded all core flows: Welcome, Browse/Cart Abandonment, Post-Purchase, Winback, VIP.

Created Klaviyo-native, optimized popups and flyouts…

We also applied a new and improved master email template for consistency and brand clarity. New, more advanced flows were introduced: Nurture series, Collection Abandonment, Search Abandonment, etc.

3. Segmentation & Ongoing Campaigns

Despite the low season, we launched strategic weekly campaigns targeting re-engaged past buyers, cold-weather state segments, and activity-based triggers like site visits and cart views.

All campaigns emphasized Weston’s signature value: simple, reliable warmth.

The results

Deliverability score improved massively, contributing to landing most emails in the “primary” folder.

Generating over $1.2M across Q4.

Engagement rebounded across all metrics: opens, clicks, and conversions.

"Working with PROGS has been a total game changer for us. Their email marketing expertise has helped boost our revenue – our sales from email have gone from 5% to 30%. The team is always easy to communicate with, reliable, and they always hit their deadlines. They’ve really nailed creating personalized, creative strategies that speak to our audience, helping us stand out in a competitive market. We’re so happy with the results and the ongoing support we get from them."

Brandi Sutton

CEO of Weston Store

Let’s work together

If you want your success story to look like this, then it’s high time you turn to the email marketing experts. Schedule a FREE call today or write to us at office@progs.agency and let’s create your success story together.