Octopied Case Study | Pilothouse Digital

About the Brand

Octopied Mind is an independent clothing line that promotes self-expression and mental well-being through bold, hand-drawn designs. Sarah and Jill, the brand’s founders and lifelong friends, strive to challenge societal norms and nurture an inclusive, supportive community through the wearable art of Octopied Mind.
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Despite their passionate customer base, Octopied Mind struggled with Email marketing – leading to inconsistent retention, low engagement, and missed reengagement opportunities.
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With Email underutilized as a revenue and retention driver, Octopied Mind turned to Pilothouse to build a data-driven strategy that would scale their customer relationships while preserving the brand’s personal, community-first identity.

Summary of Results

105%

Increase in customer retention

87%

Increase in email-driven revenue

432%

Growth in email subscribers

375%

Growth in new subscribers

The Kickoff

Octopied Mind already has a solid brand and a dedicated community, but their Email strategy wasn’t fully optimized to drive retention and revenue. Their previous efforts lacked:

A structured approach to segmentation
Consistent and engaging email campaigns
Automated flows tailored to customer behavior
Data-driven insights to optimize performance

Pilothouse identified the key gaps and built a sophisticated Email strategy focused on segmentation, automation, and performance testing.

Three people wearing Octopied Mind t-shirts: pink 'Burn Baby' with matchbox design front and back, and black 'Not Today' vintage style with rainbow design.

Vertical collage showing three t-shirts: top with a frog on mushrooms and 'But Not Today' text, middle with a woman in a pink long sleeve shirt reading 'Feel to Heal', and bottom showing a black t-shirt with 'Destined to Disappoint' vintage design on the back, accompanied by floral and insect illustrations and shop call-to-actions.

The Strategy

Full Re-Architecture of Flows

Overhauled and rebuilt Octopied Mind’s email flows to create high-converting, automated journeys for new and returning customers.

Creative Optimization:

Organized Octopied Mind’s 16,000+ email list into defined customer segments to ensure highly relevant messaging.

Performance Monitoring

Iterated subject lines, email content, and creative assets to improve open rates, CTRs, and conversions.

Warpdrive (Pilothouse’s proprietary CRO and page speed optimization platform)

Leveraged analytics to determine the best send times and frequency for maximum engagement.

Reengagement & Win-Back Strategies

Implemented targeted win-back flows to revive lapsed customers and increase repeat purchases.

Person with tattoos wearing a black t-shirt with a colorful design of two alligators, a crab, palm trees, and the words 'OVERWHELMED OVERTIRED' on the back.

Person wearing a dark cropped hoodie with a colorful graphic of a skull and flowers and the text 'KEEP GROWING OCTOPIED MIND' on the back.

Person wearing a white sweater with red print showing a cowboy on a horse under the word 'UNWANTED' and 'DEAD OR ALIVE'.

Woman wearing a beige cropped t-shirt with a green graphic of a woman riding a fire-breathing crocodile in front of a motel with palm trees, and the text 'Mentally Checked Out' and 'Octopied Mind'.

The Results

Retention: Customer retention increased by 105% through more effective reengagement strategies.

Email List Growth: Subscriber base grew by 432%, expanding Octopied Mind’s long-term audience.

Revenue: Email-driven revenue increased by 87%, with optimized flows and campaigns driving significant conversions.

New Subscribers: Octopied Mind saw a 375% growth in new subscribers through strategic acquisition campaigns.

Conclusion

Pilothouse transformed Octopied Mind’s Email marketing into a powerful revenue and retention engine. Now, Octopied Mind has a scalable system that strengthens customer relationships while driving higher conversions through advanced segmentation, automation, and continuous optimization.

With a well-structured Email program in place, Octopied Mind can continue to grow while maintaining the authenticity and close-knit community that distinguishes their brand.

Hand with multiple rings holding a black mug that says 'DESTINED TO DISAPPOINT' in yellow and red text.

Young woman with tattoos wearing a black cropped t-shirt with a sun and the text 'SEARCHING FOR SEROTONIN', eyes closed, and hand on forehead.

From Inbox to Impact: How Pilothouse Boosted Octopied Mind’s Email Revenue by 87%