Grew Lifecycle Revenue by 243.7% to £545K

The Challenge

Instant Swim already had the community. What they needed was an owned-channel programme to match it. The brief was not just to lift revenue from email and SMS, but to build a retention programme that felt like a natural extension of the brand and supported long-term growth rather than short-term spikes.

Goals We Set Together

• Turn owned channels into a dependable revenue stream without diluting the brand

• Make retention feel like a natural extension of Instant Swim's story and community

• Grow the owned audience across email and SMS

• Turn product launches into repeatable, high-performing moments

• Support long-term growth, not one-off wins

Our Approach

We built a complete email and SMS ecosystem across four pillars.

1. Lifecycle Infrastructure. Designed and optimised the full lifecycle ecosystem, connecting every stage from sign-up through first purchase, repeat purchase and long-term loyalty, rather than treating each flow as a standalone journey.

2. Product Launch Strategy. Built launch sequences using teaser emails, SMS reminders, launch emails and follow-up campaigns to build anticipation before launch day and hold momentum after it, across new colourways, restocks and full collection drops.

3. Founder-Led Storytelling. Used Rosie's voice to bring subscribers into the brand's journey, from asking the community to help rename a swimsuit to sharing key brand milestones, so customers felt part of the story rather than just sold to.

4. Community-First Campaigns. Integrated Swim Club sessions, pop-up experiences and social moments into the programme, segmenting Swim Club campaigns to event sign-ups and London pop-up invitations to UK customers, so email and SMS supported both online and in-person brand moments.

The Results

During 2025, Instant Swim achieved:

• £545K attributed lifecycle revenue (+243.7%)

• £525K attributed email revenue (+231%)

• £20K attributed SMS revenue after introducing and scaling the channel

• £336K generated from lifecycle automations (+175.6%)

• £209K generated from campaigns

• 45,672 new email subscribers (+268.7%)

• 4,753 new SMS subscribers (+203.3%)

What We Built

• Full lifecycle flow ecosystem connected across sign-up, first purchase, repeat and loyalty

• Product launch sequences across email and SMS (teaser, launch, follow-up)

• Founder-led storytelling campaigns

• Community campaigns (Swim Club, London pop-up invitations)

• SMS channel introduced and scaled

• Behaviour-based segmentation for events and location