The campaign ran as different conversations to different segments — the RE principle applied to a peak event. Behavioural segmentation drove product recommendations off purchase history and site activity. Recent buyers were deliberately excluded from the mid-campaign sends and given only a final closing reminder, so the most engaged customers weren’t fatigued into unsubscribing during the brand’s biggest week. Financing options were targeted specifically at non-customers — turning a payment feature into an acquisition lever, and growing the customer base rather than discounting the existing one.