PrettyBoy is a men’s skincare brand selling direct-to-consumer, where email and SMS play a meaningful role in repeat purchases and seasonal demand capture.
Going into Q4 2025, their CRM program had clear headroom. Tightening targeting, sharpening messaging, and bringing more discipline to the promo calendar would allow each send to do more work, all without increasing send volume.
Jetset partnered with PrettyBoy to help them switch from volume to value, then pressure-test that system during the most competitive period of the year: BFCM.
Revenue per Campaign, Q4 YoY
November Revenue, YoY
BFCM Revenue, YoY
Across Q4 2025, PrettyBoy’s CRM became materially more efficient and drove greater revenue. They sent 25% less emails year-over-year while average open rate climbed 9%. At the same time, Revenue Per Campaign skyrocketed by 25% year-over-year.
BFCM validated this new “less is more” CRM strategy during a season of heightened inbox competition. PrettyBoy drove 126% year-over-year revenue growth during BFCM while sending 44% fewer emails, a major signal that consumers appreciated and resonated with this more intentional send approach.
Today, PrettyBoy has a more disciplined CRM operating system: a repeatable cadence, clearer channel roles across email and SMS, and a promotional framework that scales revenue while not saturating the customer’s inbox.
Jetset partners with fast-growth and enterprise brands to power Bespoke Growth, a wait-listed growth botique across all channels, and CxRM™ – our full-service retention and lifecycle offering that fuses enterprise CX with world-class retention marketing to drive growth, reduce churn, and wow customers.
.png)
.jpg)
.jpg)
.jpeg)