Case Study

Luxury Clothier Peter Millar Innovates Email Campaigns and Subscriber Acquisition Programs with Email Aptitude’s Strategic Development and Full-Service Email Management

Luxury brands must forge strong connections with customers in order to earn their engagement and loyalty. And with the boundaries between online and offline channels becoming increasingly porous thanks to mobile shopping and buying, a strong foundation for delivering consistent marketing messages is crucial.

An established luxury brand with worldwide reach, fine clothier Peter Millar partnered with Email Aptitude in early 2016 to lay the groundwork to increase engagement and loyalty with its customers through the email channel. Thanks to the expert and efficient guidance of Email Aptitude’s strategists, Peter Millar has made strides with existing priorities and developed new initiatives built on industry best practices and the latest technical innovations.

Performance Highlights

  • Developed systematic approach to creation of email campaigns and creative using promotional calendar
  • Modernized email design and content to incorporate best practices for mobile and desktop viewers
  • Implemented and coordinated email triggers to ensure messages reached the right recipients at the right cadence at the right time
  • Prioritized new strategies and projects for maximum impact


Founded in 2001, the Peter Millar line of fine clothing and accessories has become the standard bearer for discerning and demanding individuals — on the golf course, in the office, and on the town. From the original signature cashmere sweaters to a wide range of casual and formal wear, the Peter Millar line embraces a classic, old-world style resplendent in sharp detail, superb craftsmanship, and only the highest quality materials available.

In 2012, Richemont -- the owner of such luxury brands as Alfred Dunhill, Cartier and Mont Blanc -- acquired Peter Millar and provided the investment needed for further growth. With a studio and design center in Raleigh, N.C. as well as a business operations center in Durham, N.C., Peter Millar is one of today’s fastest growing and most sought after brands in the lifestyle apparel market. Peter Millar clothes and accessories are available online and in the finest specialty retail stores, prestigious resorts, and most exclusive country clubs.

In early 2016, Peter Millar connected with Email Aptitude to solidify its email marketing channel, thereby positioning the brand for multi-channel success across devices and in stores for years to come.

Design Transformation is a Team Effort

The Email Aptitude and Peter Millar teams quickly collaborated to give the brand an email design makeover. Given that over half of all email messages are now opened first on mobile devices, Email Aptitude’s strategists recommended that the design incorporate best practices for mobile legibility, with less copy and clearer, bolder calls-to-action. In addition, the Peter Millar team adopted new email-friendly photography standards, minimizing busy backgrounds and creating laydown shots that could be used with white backgrounds to give products extra pop.

Additionally, Email Aptitude assisted Peter Millar in tailoring the design to boost relevance to a broader audience, thereby widening Brand engagement through the email channel. By using banners and sub-banners promoting a mix of both product categories and individual items, Peter Millar now gives email recipients a variety of potential ways to engage with each message sent.

Thanks to the responsive and fluid nature of the partnership, responsibility for the design changes has been a shared endeavor. Peter Millar’s design team takes the lead so the brand maintains control of its message and signature style. The Email Aptitude team conducts quality assurance testing and implements the code using Peter Millar’s email service provider platform, Bronto, creating a seamless workflow. Both teams contribute to brainstorming sessions surrounding key campaigns, and trade ideas back and forth freely.

“The Email Aptitude design team is great to use as an extension of our own designers, especially if we’re looking to refresh our email templates”

– Mike Kaselitz,
Peter Millar’s Director of E-Commerce

Email Aptitude Delivers Best Practices for Triggered Emails

Email Aptitude has helped Peter Millar implement and fine-tune its program of triggered emails to ensure that recipients were getting the right number of messages at the right time.

In addition to untangling technical issues surrounding transactional emails sent post-purchase, the Email Aptitude team has brokered implementation of abandoned cart emails via Bronto. By supplying in-house code expertise, Email Aptitude helped Peter Millar minimize development costs and avoid the kind of expensive glitches that cost brands lost subscribers.

“The reality is that without Email Aptitude, many of these triggers would not get done, or they would take months to complete instead of weeks”

– Mike Kaselitz,
Peter Millar’s Director of E-Commerce

Email Aptitude also worked with the Peter Millar team to fine-tune messaging to existing subscribers and keep the list viable. Subscribers who haven’t opened or clicked messages recently are sent targeted re-engagement messages showcasing new products, seasonal items, and current complimentary shipping offers. If recipients don’t re-engage during the course of the series, they no longer receive emails -- helping ensure Peter Millar adheres to email best practices and avoids any deliverability issues with unengaged email addresses.

Email Aptitude’s experts even fine-tuned cadence for active customers, instituting suppression rules to avoid over-emailing immediately after purchases and ensuring that messages are prioritized if competing triggers or events are in play.

A Proactive Approach Fosters Collaboration

With the Email Aptitude team providing regular updates and incisive data on campaign performance, Peter Millar is well-positioned to gauge the success of upcoming initiatives and evaluate new opportunities.

Not only does Email Aptitude supply monthly performance updates, but the team helps implement A/B tests and reports on the results, delivering findings that drive decisions. Proactive communication highlighting potential challenges or glitches help Peter Millar deliver an optimal email experience to its followers.

The Email Aptitude team also supplies strategic advice and technical know-how about potential partners across the email marketing ecosystem, thereby helping the staff at Peter Millar prioritize new initiatives and stay up-to-date on cutting-edge technologies.

“Email Aptitude is a trusted extension of our team. We could run our email program without them, but we would be running it at 50% of what it is today.”
“They’re an expert in the email space who strives to get inside of our brand promise in order to give our customers the best possible experience.”

– Mike Kaselitz,
Peter Millar’s Director of E-Commerce

About Email Aptitude

Email Aptitude is a leading ESP-agnostic email agency, providing strategy and full-service management for some of the world's largest brands and fastest growing startups. The Email Aptitude team is made up of industry veterans and the new bright minds of email who work tirelessly to crush records for our clients.