The Rainy Days
Streetwear & athleisure retailer scaling through clean acquisition and retention systems.
.png)
The Brand
The Rainy Days is a UK-based streetwear and athleisure retailer with strong community momentum. Before working with Collective : Holmes, they lacked structured acquisition and retention systems to turn that momentum into consistent, predictable revenue.
Results at a Glance
- £17,190 generated through Klaviyo email & SMS
- 15% of total revenue attributed to Klaviyo within the first 3 months
- 15,570 inactive profiles removed via domain-segmented sunset flows
- 7,639 newly engaged profiles added, growing the 30-day engaged segment to 11,000+
- Google Ads fully rebuilt with clean attribution (Merchant Centre, GA4/GTM, DataFeedWatch)
The Challenge
Rainy Days had no stable acquisition channel, and previous paid activity struggled to deliver returns. Their CRM was underperforming, deliverability was declining due to a large inactive list, and email revenue was inconsistent. Strong product demand existed - but without structure, attribution, or segmentation, revenue was being left on the table.
The Approach
Google Ads
A complete rebuild across tracking and campaign architecture:
- Merchant Centre cleanup
- DataFeedWatch feed optimisation
- GA4 + GTM integration
- Performance Max + Search structure for stable ROAS
- WordPress + Cookiebot compliance to ensure clean data collection
Retention / Klaviyo
- Migrated the brand into Klaviyo
- Built out full pre- and post-purchase flows
- Introduced a consistent weekly campaign cadence
- Established 30/60/90-day engagement tiers
- Delivered key campaigns generating £1,000+ during peak periods (e.g. Easter)
Deliverability
- Implemented domain-segmented sunset flows
- Removed 15K+ inactive profiles
- Dramatically improved inbox placement and engagement potential
The Impact
The engagement gave Rainy Days the foundational systems needed to scale.
Google Ads left with clean attribution and compliant tracking, while retention turned into a reliable revenue engine.
Klaviyo alone generated £17K+ in the first 3 months, driven by automated flows, consistent campaigns, and restored list health. Engagement surged, the 30-day engaged segment surpassed 11,000, and email shifted from an underperforming channel to a predictable revenue driver.