Background

Hardworking Gentlemen (HWG) is a men's grooming brand committed to sustainability, quality, and authenticity. Founded by a team of individuals who couldn’t find what they needed in the market, HWG set out to create products that reflect real values — using natural ingredients and environmentally responsible packaging. Every item is designed to support daily routines with purpose, packaged in recycled and biodegradable materials to reduce plastic waste. As the brand gained traction, HWG needed a dependable, automated email strategy to move beyond ad-driven growth and build a loyal customer base.

Approach

We launched a full-stack email flow system designed to capture, convert, and retain customers through storytelling, education, and brand values. The welcome flow introduced new subscribers to HWG’s mission and ingredient standards, while post-purchase sequences reinforced product use, encouraged reviews, and promoted cross-sells. Cart abandonment flows were built with a tone of rugged simplicity and purpose — reminding customers of what sets HWG apart. Across all automations, we emphasized craftsmanship, sustainability, and transparency, ensuring that each message reflected the brand’s ethos. A/B testing helped refine subject lines, send times, and messaging to continually improve performance.

Results

The results were outstanding: sales surged by 287%, as the email channel evolved into a major driver of revenue and retention. With a thoughtful system of flows now in place, HWG significantly reduced its reliance on paid media while building a more engaged, values-aligned customer base. The automations proved essential not only in growing revenue but also in reinforcing the brand’s purpose — turning one-time buyers into loyal advocates.