Case Study
2XU Achieves +144% Growth YoY for Email
PARTNER SINCE
April 2023
REGIONS
Australia
SELLER CATEGORY
Compression, Fitness & Workout Gear

Performance
+11% YoY increase in Placed Order Rate of automations
Pattern built out a robust strategy which recommended personalised communications at every stage of the customer journey.
+44% uplift in pop-up submission rate
Achieved through AB testing, which resulted in a +28% increase in new sign-ups WoW.
+144% YoY increase in email channel revenue
From taking on the recommendations put forward in the CRM audit, the AU market saw a strong uplift as their key market.
Our Approach
Pattern’s approach started with auditing 2XU’s existing CRM landscape, and identifying growth opportunities for the brand. These acceleration tactics included the launch of SMS, building out automations and new acquisition initiatives.
AUTOMATIONS & FLOWS
By examining 2XU’s existing flows setup, Pattern identified ways for the brand to increase their automated revenue through new trigger opportunities and optimisation of existing communications such as conditional splits and personalisation.
SEGMENTATION
Pattern recommended a robust segmentation strategy for targeted communications. This saw a -9% decrease in Unsubscribe Rate and +10% uplift in Click Rate YoY.
DATABASE GROWTH
2XU has driven sustainable growth of their database, increasing it by +21% YoY, through the optimisation of their on-site popup forms, refer a friend competitions and paid lead gen.
LAUNCHED SMS
Pattern recommended that 2XU add SMS to diversify their communication opportunities. Pattern helped launch SMS marketing in their AU and US markets across campaigns and flows driving incremental revenue to the online store.
“The Pattern team are an extension of our Digital team. Their consistent support from technical challenges to strategy ideation and blue-sky thinking, has been pivotal to our CRM success and growth.”
Results
ACQUISITION INITIATIVES DRIVING INCREMENTAL DATABASE GROWTH
INCREASED AUTOMATED REVENUE THROUGH NEW FLOWS AND OPTIMISATIONS
IMPROVED DELIVERABILITY AND DATABASE OPT OUTS THROUGH EFFECTIVE SEGMENTATION
UPLIFT IN CLICK RATE AS A RESULT OF RIGOROUS AB TEST
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