Background

Duckfeet is a heritage footwear brand from Denmark, handcrafting minimalist, eco-conscious shoes since 1975. Known for their iconic foot-shaped design, vegetable-tanned leather, and natural crepe rubber soles, Duckfeet combines timeless aesthetics with sustainable craftsmanship. With a growing U.S. customer base through Rust & Salt, the brand sought to elevate its digital marketing strategy to better connect with eco-conscious consumers and turn interest into lasting loyalty. Despite strong product appeal, Duckfeet lacked an automated email infrastructure to nurture and grow its community.

Approach

We built a values-aligned, lifecycle-focused email system centered on education, community, and brand storytelling. Welcome flows introduced new subscribers to Duckfeet’s legacy, sustainability practices, and handcrafted process. Post-purchase sequences reinforced product care, style versatility, and the environmental impact of each purchase. We also integrated customer testimonials and behind-the-scenes content to humanize the brand and foster a stronger emotional connection. Cross-sell flows highlighted complementary products and seasonal styles, while win-back emails invited lapsed customers to rejoin the community with gentle, values-driven messaging. All communications reflected the brand’s minimal, authentic voice and Scandinavian design ethos.

Results

Our strategy resulted in a 180% increase in sales, alongside significant gains in customer engagement and repeat purchase rate. Email open and click-through rates exceeded industry benchmarks, and the brand’s narrative began resonating more deeply with its growing U.S. audience. By embedding Duckfeet’s values into every touchpoint, we helped transform the email channel into a powerful driver of revenue, retention, and brand advocacy.