Nomad Style Collective – Rē:Fine Audit v1.0

Prepared by: Johnred Demafeliz | Email & Retention Strategist

Audit Date: 21 Jun 2025

1. Executive Summary

Nomad currently drives ~7 % of revenue from email on a $10 K/mo baseline. Industry‑aligned brands of similar size convert 22–30 % via lifecycle flows and segmented campaigns. This audit pinpoints the silent revenue leaks and outlines a phased roadmap to reach the benchmark.

Core Issues Identified:

  1. Incomplete lifecycle automation (only basic Welcome & Cart active).
  2. One‑time buyer rate at 70 % – no structured repeat path.
  3. Full‑list blasts → open rate suppressed at 22 %.
  4. Deliverability risk – Gmail inboxing 84 %, no DMARC, no sunset policy.
  5. Tracking gaps – no UTM standardisation, no checkout events for Browse Abandon triggers.

12‑Week Goal: Lift email revenue share to ≥25 % via flow rebuild, segmentation, and list hygiene.

2. KPI Snapshot (Last 30 Days)

Metric Current Benchmark Gap
Email Revenue Share 7 % 25 % −18 pp
Open Rate (Avg) 22 % 30–35 % −8 pp
Click‑to‑Open Rate 2.1 % 3.5–4 % −1.4 pp
Spam Complaints 0.15 % <0.08 % +0.07 pp
Gmail Inbox Rate 84 % >90 % −6 pp
One‑time Buyer % 70 % <50 % +20 pp

3. Deliverability & List Health Findings