How Culprit Underwear Achieved 32x ROI with Instant AI

Culprit Underwear is a US-based ecommerce brand known for its ultra-soft, eco-friendly underwear. With bold branding and a loyal community, they’re redefining comfort for the modern customer.

With a small marketing team, Culprit had been using templated flows and segmentation in their retention email strategy. But results were inconsistent.

Campaigns took too much time to manage and lacked the personalisation and timing needed to drive real conversions. They needed something smarter, faster, and more effective, without adding to their workload.

Culprit turned to Instant AI to take their retention strategy to the next level. Instead of relying on generic templates, Instant AI created dynamic flows tailored to each shopper. It factored in real-time site activity, shopper behaviour, and the moments customers were most likely to engage.

There was no need to build or schedule anything manually. Culprit was up and running in a day and saw their first conversion within hours.

While the team still runs other flows and hand-crafted campaigns, Instant AI now powers a major part of their abandonment strategy. It’s taken a significant chunk of the manual lift off their plate, and it’s driving stronger performance where it matters most.

By replacing rigid, underperforming abandonment flows with a smarter, always-on solution, Culprit unlocked better performance, without adding to the workload.