CASE STUDY
Email Marketing
Ripe Maternity came to Picos in mid 2026 with flows that had been rebuilt season by season and a due date program dating back to 2020. In July we launched a new core suite across Welcome, Browse Abandonment, Abandoned Cart, Abandoned Checkout, Post-Purchase and Winback, then added a trimester journey timed to each customer’s due date. The biggest shift was at checkout, where a new recovery flow now catches the orders that used to slip away.
Ripe Maternity
Ripe Maternity is a Melbourne-born maternity and nursing label known for its comfortable, contemporary designs made to carry women through pregnancy, feeding and beyond. Founded by friends Kate Beaconsfield and Lisa Balakas in 1996, the brand has grown from a first collection of twelve pieces into one of Australia's leading maternity labels, loved by mothers here and overseas through its boutiques, stockists and online store.
The problem
Ripe had nearly 30 years of trust with Australian mums and an engaged list. Their automations had not kept pace. Flows were rebuilt season by season, the due date program dated back to 2020, and there was no checkout recovery, post-purchase or winback journey in place. For a customer whose needs change every few weeks, there was real opportunity to meet her at each stage.
The Solution
Picos rebuilt Ripe’s flow suite across Welcome, Browse Abandonment, Abandoned Cart, Abandoned Checkout, Post-Purchase and Winback. We then replaced the old due date program with a trimester journey. Customers are tagged by due date and receive stage-specific emails at weeks 12, 27, 37 and 42, matching products to what they need in each trimester and after birth.
The Result
Recovery was where the rebuild paid off first. Cart and checkout recovery revenue increased by 211%, driven by a new Abandoned Checkout flow working alongside the rebuilt Abandoned Cart journey. Flow recipients grew 103% as the new suite reached more of the list, lifting total flow revenue by 12%. The trimester journey went live in late September, so its impact is still building.
