Rebuilding CRM Engagement After Months of Inactivity
Wilkinson Sword is a leading grooming brand with a heritage of precision and innovation, offering high-quality razors and shaving products designed for performance and comfort.
Key Challenges
After months without campaigns or fully configured flows, Wilkinson Sword’s large customer database was primarily composed of unengaged profiles. The key issues included:
A Dormant Customer Base
A substantial portion of contacts had lapsed due to prolonged inactivity, requiring careful re-engagement to prevent deliverability issues.
Lack of CRM Activity
With both campaigns and automated flows inactive or incomplete for months, Wilkinson Sword had missed key opportunities for engagement and revenue.
Tight Timeline
A solution was needed within just two months to successfully rewarm the audience ahead of a major rebrand and product launch.
The Solution
To overcome these challenges, we deployed a strategic solution:
Segmentation & Re-engagement
Rolled out a phased email strategy, starting with the most engaged customers before expanding to broader audiences, minimising spam complaints while maintaining strong engagement.
Fresh Creative & Targeted Messaging
Developed new, engaging content tailored to different customer segments, ensuring a personalised experience and promoting brand value.
Seasonal & Promotional Focus
Launched highly targeted campaigns around key retail moments, including the Father’s Day Sale and other high-converting periods, driving urgency and higher engagement.

The Results
- +474% CRM revenue growth (Mar–Sep YoY).
- +573% CRM revenue growth for the Father’s Day Sale (FY23–24).
- 60K+ customer profiles re-engaged through strategic audience warming.
- Higher engagement and lower spam complaints through audience rewarming strategies.