Case study — Solace Bands
From "good" retention to +42% campaign revenue. And +31% repeat purchases.
Premium Apple Watch bands. Millions sold. We took their email engine from good to great — and lowered CPA across the funnel.
At a glance.
Before
- Existing retention setup — functional, plateaued
- Repeat purchase rate working but not optimised
- Generic email playbook
- Signup popup converting average
- Average retention in a competitive market
After
- +42% campaign-specific revenue
- +31% rise in repeat purchases sitewide
- Brand-aligned strategy that lowered overall CPA
- Popup rebuilt to attract the RIGHT customers
- Zero-party data collection feeding every iteration
The backstory
Plateaued retention in a competitive accessory market.
Solace Bands has built a serious business around premium smartwatch and Apple Watch bands. Multiple product lines — Imperium Adapt, Perma Band, Sport Adapt, Slim variants, Stella (stainless steel), Heritage (leather). Charitable partnerships with the Wounded Warrior Project. Lifetime warranty. Bands sold 'in the millions.'
When we came in, the retention setup wasn't broken — it was just plateaued. Functional flows, occasional campaigns, average segmentation. The brand was running but the retention engine wasn't actively driving the unit economics it should have been.
For a brand competing in the heavily-saturated Apple Watch accessory market, 'average retention' isn't enough. Margin gets squeezed every quarter. CPA creeps up. Repeat purchase is where the real money lives — and the existing setup wasn't extracting it.
The brief
Take retention from good to great.
- Drive deeper brand affinity. Make every email feel like Solace, not a generic ecom brand.
- Push repeat purchases. Their best customers were leaving repeat revenue on the table.
- Maximise profitability. Lower CPA across the funnel by making retention earn its keep.
What we did
Refined every automation. Restructured campaigns. Built data feedback loops.
- In-depth strategic audit. Pulled apart every existing flow, campaign, and signup touchpoint.
- Refined the entire automation component. Increased monthly automated revenue AND enhanced the overall customer journey.
- Optimised the signup popup. Rebuilt it to match the brand's premium image — and to attract the right customers, not just more of them.
- Thorough email & SMS overhaul. Meticulous examination of copy, messaging, design, timing, and volume.
- Campaign restructuring. Strategic messaging that encouraged re-engagement and repurchasing — consistently lifting AOV and CLV.
- Zero-party data retrieval. Built systems that learned from every customer interaction.
+42% / +31%
Campaign revenue lift. Repeat purchase rise. Lower CPA across the funnel.
Where they are now
Retention that flows back to acquisition.
Solace Bands solidified its position as a leading premium Apple Watch band brand — not just on the strength of the product, but on the strength of the retention engine that turns first-time buyers into repeat customers. The zero-party data collection keeps improving the engine every month.
For a brand that sells in the millions of units, every percentage point of repeat purchase improvement is real money — and Solace now has that lever firmly under their control.
Ready to see what your Klaviyo could do?
Solace Bands went from a plateaued retention setup to a +42% campaign revenue lift and a +31% repeat purchase rise because we treated their email engine as the unit-economics lever it actually is. Spend an hour with our founder — the team behind £100M+ in email revenue — and we'll audit your Klaviyo account live.
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