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“We knew that list building was going to be one of our most important assets,” says Dallas Singer, Co-Founder of Bowy Made. “Cost-effectiveness aside, it was the one channel we knew we’d be able to grow with.”
After starting on Mailchimp, Bowy Made felt the need to automate its email marketing, but the current platform wasn’t offering enough functionalities for that. So the team moved to Omnisend within two years. They focused early on essential automations: welcome series, checkout abandonment, and review requests.
“Those early automations were our first step into building relationships at scale,” Dallas explains. “And they worked. They still surprise me with how effective they are.”
But what changed the game was going deeper into pre-purchase flows.
Finding the right moment to connect
With support from their Omnisend Customer Success Manager, Bowy Made uncovered new opportunities to engage customers before checkout — setting up product abandonment, browse abandonment, and cart abandonment flows.
Bowy Made automations
“We didn’t even realize some of these were possible at first,” Dallas admits. “Gintarė from the Customer Success team suggested setting up product abandonment, and it was a revelation. We saw five figures of additional revenue in a single month from those flows alone. That’s revenue we likely would’ve missed.” Automations generate over 70% of total revenue for Bowy Made, while campaigns contribute under 30%.
Because Bowy Made’s products are often purchased by expectant parents, timing matters. “Our customers are usually shopping for someone who hasn’t even been born yet. So it’s a unique window where we can build trust and offer guidance before the baby even arrives.”
Instead of pushing discounts, the team focused on useful, empathetic content — how products work, what makes them special, and how they support better sleep or easier care. “We’re not a discount-driven brand,” Dallas says. “So what performs best is content that feels personal and helpful.”
Personal beats promotional
To fine-tune their automations, Bowy Made runs regular A/B tests. Subject lines, discount formats, and timing are all tested — and the results consistently point toward personalization.
“One test that really stuck was using a subject line like ‘Jessica, you left something behind’ instead of something generic,” Dallas explains. “It converted 5 to 10 percent better. That adds up.”
Even during key sales periods, Bowy Made doesn’t reinvent its email strategy. Instead, it adapts everyday automations with seasonal branding, creating cloned flows that carry the same logic but speak to moments like Black Friday.
“It keeps things consistent across our social, website, and email,” Dallas says. “Customers see the same colors, messages, and urgency no matter where they’re interacting with us.”
Automation that works in the background
What makes Bowy Made’s email strategy stand out is how automation supports the team behind the scenes.
“As a small business owner, I’m constantly pulled between product, manufacturing, and sales,” Dallas says. “Knowing these automations are running in the background, even on quiet days, gives us peace of mind. We don’t need to come up with a campaign every week. The automations are doing the heavy lifting.”
That consistency helps during high-traffic seasons, but it also sustains revenue when nothing new is being promoted. “It’s not the flashiest part of our marketing, but it’s one of the most important,” he adds.
Looking ahead
With a 30% return customer rate and some customers returning years later for their second or third child, Bowy Made sees huge potential in post-purchase automation.
“We’re working on flows that align with a baby’s growth timeline,” Dallas explains. “Our newborn sizes fit for just a few weeks, so we want to nudge customers toward larger sizes at the right time.”
This could involve capturing expected due dates, then timing follow-ups for when a customer might be ready to re-order. “It’s about helping, not pushing. And it fits the way our customers shop — often planning ahead.”
Advice for marketers just starting with automation
Dallas encourages new marketers to start small, but with intention.
“Understand who your customer is and where your business is in its lifecycle. If you’re early, your job is to explain your product and build trust. If you’re more established, focus on helping customers make better decisions. Your email list is an asset. If it becomes your best channel for announcements, launches, and feedback — you’re in a great spot.”
