Princess Polly: 3.3x More Purchases with AI Email Journeys
Princess Polly, one of the biggest names in Gen Z fashion, had already mastered the basics of lifecycle email. The next opportunity was harder: winning back past customers and converting subscribers who had never purchased - without adding blast volume to an inbox their customers love.
Monocle launched six AI journeys on their US store: four winback journeys reaching shoppers from 30 days to a full year after their last purchase, and two activation journeys converting subscribers who had not yet bought. Each day, Monocle's AI selects the shoppers most likely to purchase from each stage of the lifecycle, reaches them through Princess Polly's own Klaviyo account with on-brand creative, and steps aside the moment they buy.
The result: shoppers in Monocle journeys purchased at 3.3x the rate of shoppers who received no journey emails, and generated 3.9x the net revenue per shopper - a 290% increase in revenue from every shopper they reached.
Headline Metrics
- 3.3x purchase rate - 8.2% of journey shoppers purchased within 30 days vs. 2.5% without
- 3.9x revenue per shopper - 290% more net revenue per journey entry than shoppers who received no journey emails
- Over 400% revenue uplift - the 180-365 day winback journey drove 5.1x the net revenue per shopper of its holdout
- 6 of 6 journeys beat control - every journey outperformed its holdout
Real Lift, Not Attribution
These are not attribution numbers. Every Monocle journey automatically holds back a random slice of qualifying shoppers who receive no journey emails - same audience, same time period. The gap between the two groups is revenue that would not exist without Monocle. It is a far stricter standard than standard email attribution, which credits sales that might have happened anyway - and every Princess Polly journey cleared it, with millions of journey entries measured against a 10% control.
Every Journey Beat Its Control
Purchases and net revenue per shopper within 30 days of entering each journey, over a recent 90-day period. "Without Monocle" is each journey's randomized holdout.
Why It Works
- The right shoppers, not more sends. Monocle's AI selects the shoppers most likely to buy from each lifecycle stage every day, instead of blasting an entire segment. Precision is why a year-lapsed audience came back at 13.7% - 4.9x the rate of shoppers left alone.
- Revenue most flows never touch. The journeys cover the whole lifecycle - from 30 days after a purchase to a full year out, plus subscribers who never bought. And this is winback and activation alone: Princess Polly's Monocle cart and checkout abandonment flows run at full volume on top.
- The brand stays in charge. Every email is sent through Princess Polly's own Klaviyo with on-brand creative. Journeys cap their touches, enforce long cooldowns between entries, and end the moment a shopper purchases - lift without inbox fatigue.
"Monocle has been a game changer for us. Our existing flows were relying on outdated, one-size-fits-all logic, making it difficult to scale the program and deliver truly personalized experiences. Monocle gave us a way to make smarter decisions about what message to send, and when, while platform implemented holdout groups allowed us to measure the incremental impact. It not only demonstrated the value our CRM channels were driving, but also challenged us to think differently about what was possible with personalization."
Source: Monocle measurement warehouse, May 15 - Aug 13, 2026. Lift measured with randomized in-journey holdouts over a 30-day purchase window; all six journeys significant at p < 0.001. Revenue figures are net revenue under Klaviyo attribution.
