3 min read
Client work · Footprint USA, San Francisco · 2022 – 25
Footprint USA
The products were different. The emails weren’t.
A footwear and apparel catalog’s email program, rebuilt around what each shopper actually browses.
$60K+
in revenue from email campaigns
100+
Shopify listings optimized for search and usability
4-5
customer groups, each with its own campaigns
6
structural problems fixed in the old program
Results from three years of campaigns, 2022 to 2025.
Credits
Role
Marketing & Sales Associate
Scope
Email program and storefront listings
Timeline
2022 – 2025
Catalog
Footwear and apparel, from athletic to outdoor
I owned
Segmentation, email flows, creative and copy, A/B testing, and 100+ Shopify listings
The decision
Grouped by what they browse, not one list
The catalog ran from athletic to outdoor. Within that, customers kept returning to specific product types and brands, and that was the signal to build on.
They do not buy the same way
A shopper who keeps opening one kind of shoe, or one brand, is telling you what they want. Sending everyone the same email ignored that, so none of it was aimed at anyone.
Every other fix depended on it
Once customers were grouped by what they looked at, flows, recommendations and the promotional calendar each had somewhere to land. Before that they were guesses applied to everyone at once.
Grouping customers by what they browse is the change everything else depended on.
The fixes
Six things were wrong. I fixed all six.
• No structure behind the sends, so a first-time buyer and a repeat customer got the same email. I built flows per customer group.
• Flat catalog stills that never showed the product in use. I moved to animated GIFs of the product in motion, which made the emails feel like a real experience rather than a catalog page.
• Descriptions that were neither engaging nor authentic. I rewrote them around how the product is actually used.
• Recommendations that did not match the buyer. I kept them in the product type the customer was looking at, but across brands, so they saw alternatives worth a click.
• No A/B testing, so nothing that worked could be told apart from luck. I put tests on subject lines and creative.
• Promotional timing out of step with the sales calendar. I rebuilt it around holidays and when each product type actually sells.
Footprint USA’s Shopify storefront today. From 2022 to 2025 I kept its product pages tuned for search and easy to shop.
Reflection
The growth I left on the table
Read the seasons, not just the holidays
I timed campaigns to holidays, but I didn’t study how each group’s buying changed by season. Those patterns would have told me what to send, and when.
Grow from the customers we already had
Our most loyal customers got the same emails as everyone else, and I never promoted our referral program. Both were a cheap way to grow through people who already trusted us.
© 2026 Moe Htet
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Updated September 2026
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Los Angeles, 8:29 PM