dotdigital | St. Frock boost email revenue by 44%


St. Frock records exponential growth in email revenue with dotdigital

  • increase in email revenue

  • subscriber base growth

  • YOY overall revenue growth

From a Bondi Beach market stall to an international e-boutique, St. Frock is the big dream of Sandradee Makejev. In 2009, St. Frock launched their Facebook fan page to connect and continue selling to market customers at home in Sydney and around Australia. St. Frock now employs more than 75+ staff and holds the key to a digital network of more than 1 million connected fans and a 300,000 strong database.

Entirely self-funded, St. Frock currently boasts revenue of $20 million dollars. With a mission to celebrate fashion, florals, and empowering females, St. Frock offers an extensive range of hand-picked collections of flattering shapes and breathtaking prints to choose from. The brand’s vision is to be their customer’s favorite dress and to design clothes for women to feel beautiful and empowered to take on the day.


Thriving on innovative, strategic thinking and hard work, St. Frock is constantly committed to providing cutting-edge personalized customer experience to its customers. Therefore, the brand was on the lookout for the next best customer-centric business model to further enhance the online shopping experience while efficiently tapping into customer sentiment and interests.

The management team was quick to realize and appreciate the massive potential of marketing automation and the flexibility that comes with it. To meet the objective and optimize the campaigns, the company partnered with a marketing automation solutions provider to integrate their automated marketing programs.


St. Frock partnered with dotdigital in April 2019 as its omnichannel marketing technology provider. The partnership saw the retailer integrate several automated campaigns such as welcome series, abandoned cart, back-in-stock alerts, VIP journey, win back reminders, wish list re-targeting, and the latest browse abandonment customer journey. The key reasons driving this decision were dotdigital’s ability to effectively segment a staggering amount of data, the seamless automation builder, and its robust Magento (Adobe Commerce) connector integration.

“Our experience with dotdigital’s email marketing automation programs have been rewarding at every level. Speaking of segmentation and personalization, the huge range of active customer journeys have been outstanding and tick all the boxes,” said Sandradee Makejev, Founder and CEO of St. Frock. “Implementing dotdigital’s solutions and the Magento connector into the platform allowed the team to sync the customers, subscribers’ data, and their transactions in real-time and leverage the user-generated data to build tailored automated journeys and target desired customer segments.”

In 2020, like every other brand, St. Frock was massively impacted by the pandemic. The early days of the COVID-19 crisis saw a dramatic drop in the brand’s revenue, with an all-time low in March and April 2020. However, the team was quick to assess the situation. With strategic, creative, and persistent marketing across channels, the brand was able to turn the tide with a prime focus on customer service.

“Despite all the challenges, we were 100% positive to turn the crisis into a huge success story. Hence, we doubled our efforts in email marketing, and with the help of dotdigital’s amazing hands-on team, we integrated re-targeting campaigns that helped us target and capitalize on lapsed customers,” added Sandradee.

St. Frock strengthened its email marketing through re-targeting campaigns – automating non-converters into Facebook and Google ads, SMS for specific campaigns, and leveraging the recency, frequency, and monetary (RFM) value model tool. The RFM tool enabled St. Frock to create highly targeted customer lists and streams within automation to help drive additional revenue.

The brand also created an abandoned browse program utilizing dotdigital’s automation and web insight tools and the re-targeting feature. This feature directs customers back to their browsing category and then follows them up on social channels, encouraging them to purchase.

“We have few interesting projects lined up in the coming months. In addition to Black Friday, we plan to run customer/ database acquisition programs through collaborations with well-known brands – Marley Spoon, Temple & Webster, and Adore Beauty. The month-long lead generation program will have a prize value of more than $3,500,” said Matt Page, eCommerce & CRM Manager at St. Frock. “As part of our social campaign, the team is also working with micro-influencers across TikTok and Instagram. St. Frock is looking at rebuilding lifecycle programs, taking them to the next level with refined segmentation,” added Matt.


St. Frock saw a massive 153% increase in email revenue during the pre-Black Friday sales in 2020, compared to 2019, receiving 12,000 orders and selling more than 23,000 units cracking their first $1 million dollar week. Despite the unprecedented challenges, the brand witnessed an overall 42% increase in email revenue growth for 2020 and recorded a 100% increase in year-over-year revenue growth since partnering with dotdigital in 2019. Furthermore, the brand’s subscriber base has seen 100% growth since initial imports, of which a very high percentage are customers who have made a purchase.