Turning a Brand Anniversary into an Email-Powered Growth Moment

Relevance designed an email-first activation that turned a single promotional moment into a connected customer journey.

Through strategic audience growth, behavioural segmentation, personalised communication and timely automation, we built anticipation before the event, converted demand in real time and extended its commercial impact beyond the anniversary itself.

GAP wanted to transform its fourth e-shop anniversary into a meaningful commercial moment that would go beyond a standard promotion. The goal was to generate anticipation, re-engage existing customers and drive strong sales, while avoiding the campaign fatigue that can result from increased communication.

The challenge was to create a high-frequency activation where every message remained timely, relevant and valuable to the customer.

We developed an email-led customer journey designed to build momentum before the anniversary, convert demand during the promotion and extend its impact afterwards.

Audience growth campaigns and strategic website pop-ups expanded the subscriber base, while segmented emails, personalised messaging, real-time countdowns and push notifications guided customers towards purchase. Cart and browse abandonment automations then captured remaining intent, turning the campaign into a connected email marketing ecosystem rather than a series of isolated communications.

The campaign turned GAP’s anniversary into a significant conversion moment, with email generating 20.68% of total promotional revenue and contributing to a substantial share of purchases and add-to-cart activity. Beyond the activation, the email channel also recorded strong year-on-year growth across product views, purchase intent, completed transactions and revenue, demonstrating the long-term value of a connected email marketing strategy.