A 12-month editorial-first plan for AG Jeans
Grounded in 2025 Klaviyo actuals and the 2+10 reforecast for agjeans.com. Built for execution: month-by-month calendar, lifecycle flows, segment cadence, subject + body themes.
Editorial-First Thesis
AG's 2025 email program was promo-heavy and event-driven. The 2026 plan inverts that mix: 50% editorial, 25% drops, 15% promo, 10% service. Editorial sends carry the brand; drops monetize it; promo events get sharper and rarer.
The story arc is built around three recurring formats that train opens across the year: Inside the Atelier (monthly craft story), Wash of the Month (named-wash narrative + film), and Worn-In (customer-led longevity stories). VIPs get 48-hour early access on every drop in place of a discount.
Holiday moments are reframed where margin allows — Memorial Day, Father's Day, and 4th of July run editorial-first creative against an A/B promo control to prove out the contribution-margin lift.
Annual Cadence Mix
What we're optimizing for
- · Promo revenue share down to 35%
- · AOV +12% via editorial cross-sell
- · Repeat rate +8% via Worn-In + Care Pages
- · 3 avg sends/week — protect deliverability
- · 50% editorial / 25% drop / 15% promo
- · Sharper BFCM — 1 tier, 1 deadline
- · List growth +18%
- · Sunset 12% dormant addresses
- · Deliverability ≥ 99%