Executing a Zero-Disruption Rebrand Through Strategic Email & SMS Management
96%
MoM email revenue growth in the first month of the rebrand
1.85%
email list churn vs.
10-20% industry average for rebrands
58%
revenue attribution achieved the month following the rebrand (maintained through Q4 and beyond)
Executing a Zero-Disruption Rebrand Through Strategic Email & SMS Management
96%
MoM email revenue growth in the first month of the rebrand
1.85%
email list churn vs. 10-20% industry average for rebrands
58%
revenue attribution achieved the month following the rebrand (maintained through Q4 and beyond)
About Subset
Subset creates intimates made from organic cotton, with a strong focus on sustainability. The brand utilizes low-impact fabrics and ethical manufacturing practices to create products that are good for both the body and the planet.
Subset has been partnering with Luck & Co for five years. Together, we undertook their most ambitious project yet: a smooth and seamless rebrand from Knickey to Subset. The results? A 96% immediate revenue increase and an email list churn remaining below 2%.
The Challenge
After four years on the market, Knickey encountered unique issues with its trademark, leading to a complete rebrand into Subset–including the brand name, domain, and the very presence they had spent years curating. But a rebrand of this scale came with obstacles that threatened their business.
Email and SMS had driven over 40% of Knickey’s revenue, and any misstep in these channels would mean catastrophic losses. Knickey’s rebrand was more than just changing a name–it was about maintaining customer trust while transitioning the brand’s identity under strict time constraints.
Specific Challenges:
- Strategy:
Successfully communicate the rebrand and prepare customers for the transformation - Technical Complexity:
Manage domain transition without losing deliverability to email subscribers - Avoid Customer Confusion:
Prevent mass unsubscribes from recipients who never knowingly subscribed to the "new brand" - Deliverability Risk:
Avoid spam folder placement for an unknown sender domain - Revenue Protection:
Maintain 40%+ email revenue attribution throughout the transition - Engagement Preservation:
Keep high email engagement during a period of potential confusion
The Solution
To ensure a seamless transition, Luck & Co developed a four-pillar strategy:
1. Founder-Led Announcement:
Leveraged the original domain's exceptional deliverability to send an authentic founder message to all subscribers. Strategically launched a celebratory sale alongside the rebrand to drive positive engagement and prevent unsubscribes.
2. Engagement-Driven Follow-Up Sequence:
Sent plain-text emails in the months following the rebrand that maintained the brand’s TOV while promoting new products and the rebrand, a format that has historically performed really well.
3. Strategic Dual-Domain Transition:
Executed a phased migration using alternating sends between old and new domains:
- New domain targeted the most engaged segments first to build up a reputation
- Old domain reached lower-engagement profiles to ensure thorough communication
- Gradually scaled new domain volume while maintaining complete list coverage
4. New Collection Launch Integration:
Timed new product launches with the rebrand to boost engagement while creating excitement around the brand’s new identity.
Email well outperformed every other vertical in terms of actually getting our customer across the transition from Knickey to Subset. I think we would not exist anymore if it weren't for Luck & Co's support through that transition and executing it so well.
- Cayla O'Connell Davis, Subset Co-Founder
The Solution
To ensure a seamless transition, Luck & Co developed a four-pillar strategy:
1. Founder-Led Announcement:
Leveraged the original domain's exceptional deliverability to send an authentic founder message to all subscribers. Strategically launched a celebratory sale alongside the rebrand to drive positive engagement and prevent unsubscribes.
2. Engagement-Driven Follow-Up Sequence:
Sent plain-text emails in the months following the rebrand that maintained the brand’s TOV while promoting new products and the rebrand, a format that has historically performed really well.
3. Strategic Dual-Domain Transition:
Executed a phased migration using alternating sends between old and new domains:
- New domain targeted the most engaged segments first to build up a reputation
- Old domain reached lower-engagement profiles to ensure thorough communication
- Gradually scaled new domain volume while maintaining complete list coverage
4. New Collection Launch Integration:
Timed new product launches with the rebrand to boost engagement while creating excitement around the brand’s new identity.
The Results
Launch Performance (September)
- 96% MoM revenue growth during launch month (57% Klaviyo attribution)
- Successful Subset launch campaign execution
- Immediate customer adoption with minimal confusion
Sustained Excellence (October-December)
- October: 58% revenue attribution (all-time high)
- November: 50% revenue attribution during BFCM
- December: Maintained 37% despite seasonal challenges
List Retention
- Email subscribers: Only -1.85% decline (vs. 10-20% industry average for rebrands)
- SMS performance: -7.90% decline (expected for SMS during brand changes)
- Stabilization: Email churn reduced to just -0.40% monthly by December
Engagement Metrics
- Welcome flow improvement: 148% increase in revenue per recipient
- December conversion rate: Sustained 2.7% Welcome flow conversion
- Immediate adoption: 96% growth in launch revenue showed instant brand acceptance
The Results
Launch Performance (September)
- 96% MoM revenue growth during launch month (57% Klaviyo attribution)
- Successful Subset launch campaign execution
- Immediate customer adoption with minimal confusion
Sustained Excellence (October-December)
- October: 58% revenue attribution (all-time high)
- November: 50% revenue attribution during BFCM
- December: Maintained 37% despite seasonal challenges
List Retention
- Email subscribers: Only -1.85% decline (vs. 10-20% industry average for rebrands)
- SMS performance: -7.90% decline (expected for SMS during brand changes)
- Stabilization: Email churn reduced to just -0.40% monthly by December
Engagement Metrics
- Welcome flow improvement: 148% increase in revenue per recipient
- December conversion rate: Sustained 2.7% Welcome flow conversion
- Immediate adoption: 96% growth in launch revenue showed instant brand acceptance
I would honestly say that if it were not for Luck & Co, I don't know if we would have been successful in rebranding the company.
- Cayla O'Connell Davis, Subset Co-Founder
Key Takeaways
Industry rebrands typically hit a 10-20% list decline and face major revenue loss. Thanks to the comprehensive strategy we implemented, Subset experienced only a 1.85% list churn and saw a revenue surge in the following month, a trend that continued for months after the rebrand.
Their subscribers embraced this new identity, proven by the 148% increase in Welcome flow revenue per recipient. By December, the list churn rate had stabilized under 0.4% monthly, indicating that a rebrand can lead to growth, not just disruption, with the right strategy.
These results highlight why a strategic email and SMS management approach is essential for preserving revenue during significant brand transformations.
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