Learn how Enlightened Equipment achieved 52.5% revenue growth through marketing automation. Discover the compounding effect strategy that drove results.
Enlightened Equipment Achieves +52.5% in Total Revenue. The secret? Compounding effect
Enlightened Equipment is a premier outdoor gear manufacturer specializing in sleeping quilts, apparel, and accessories for backpackers
Company size.
2 million yearly website visitors
Challenges
Lean marketing team, disconnected tools, siloed channels. No way to optimize the full customer journey and just enough gaps for leaking conversions
Solutions
Switched to Maestra and improved each step of the customer journey:• Acquisition• Lead capture• Product discovery• Cart recovery• Repeat orders
Results
+52.5% in total revenue YoY
Switched to Maestra from:
Klaviyo
Integrated with:
Shopify
Results
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+52.5%in total revenue YoY
Data from Maestra. Jan — Oct 2025 to Jan — Oct 2024
How small improvements compound into revenue growth
Testimonial
Before Maestra, we were just putting out fires — deliverability issues, open rates, you name it. Growth wasn’t even on the table
Now? We’re improving every step of the journey. Small tweaks keep adding up — better conversion here, higher AOV there — and it all compounds into real revenue growth
The best part is having a team that helps with both strategy and execution. That collaboration made growth easy.
1. Acquisition: Dynamic Visuals for Ads
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+1.53%Meta Ads conversion lift
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+1.3%Meta Ads ROAS
Instead of using static ads, Enlightened Equipment switched to Maestra’s dynamic visuals for Meta ads. They automatically update with:
- Real-time product names and photos
- Current prices
- Ratings and reviews
The cards maintain brand design without designer involvement. Plus, only in-stock products are displayed, which helps avoid disappointment and wasted ad spend.
The data on each card — including photos, prices, product descriptions, ratings, and reviews — updates in real time
2. Lead capture: Pop-ups with A/B-Tested Offers
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0.37% → 6.1%of website visitors become subscribers
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20xgrowth in new subscribers
Previously, 99.63% of new website visitors left without subscribing — a major problem, given that outdoor gear shoppers typically research for weeks before making a purchase, so email follow-ups are critical.
With support from Maestra's CSM, Enlightened Equipment launched a lead capture pop-up and A/B tested two different offers – 10% discount vs. free sleeping quilt sweepstakes. The discount won and boosted the lead capture to 6.1% of visitors.
The lead form offering a 10% discount
3. Product Discovery: AI-Driven Recommendations
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+15%in website conversion rate
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+8.7%in AOV
To improve both website conversion and AOV, Enlightened Equipment focused on better product discovery. Maestra’s AI-powered recommendations made it possible by surfacing relevant items across key touchpoints:
- Homepage – Bestsellers for new visitors; personalized picks for returning customers
- Product pages – Related category items (e.g., sleeping pads with sleeping bags), filtered by gender and purchase history
- Cart – Last minute add-ons
- 404 pages & empty search – Bestsellers to keep shoppers engaged instead of leaving
Strategic placement across the site ensures that customers always see relevant products, no matter where they land.
PDP recommendation recommend related products the customer hasn’t purchased yet
4. Cart Recovery: Advanced Flows
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1.34%of total revenue now comes from cart recovery flows
Enlightened Equipment upgraded from basic abandoned cart and browse emails to complex flows combining email and SMS.
New flows, like Abandoned Collection, adapt content based on what customers were browsing:
Abandoned collection email for sleep system shoppers…
…and for apparel browsers
They also added advanced intent recovery flows like price drop, low stock, and back-in-stock alerts:
Low stock alert
Price drop alert
5. Repeat Orders: Post Purchase Flow
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+0.46%of total revenue now comes from a single post purchase flow
Previously, Enlightened Equipment had only one post-purchase flow: buyers of custom sleeping quilts received a special email sequence to enhance their experience while waiting for production. All other customers got nothing beyond bulk and transactional messages.
Now every customer receives a post purchase flow with a personalized discount code valid for 24 hours, plus product recommendations and a countdown timer to drive urgency.
Launched just two months ago, this flow is already the brand’s fourth most effective and generates +0.46% of total revenue.