How Fayt the Label scaled their email revenue with Instant Campaigns

Since switching to Instant, Fayt the Label has generated over $6M AUD in attributed revenue, delivering a 60x+ ROI across 20K+ orders.

In the last 90 days alone, Fayt sent 25 campaigns, generating over $1.5M with a 34%+ average open rate. One of them, April 29: New Arrivals, with the subject line "Stop Scrolling," went out to 170K+ subscribers and generated $75K+ in revenue on its own.

Three specific things changed when Fayt moved to Instant. The way a campaign starts, the way a sequence gets built and the way an audience gets defined. The revenue is what came out the other side once those three things settled into place.

Fayt The Label was running email marketing on Klaviyo, but their automation was barely working. They had only two flows active (cart and checkout abandonment), each with a single email step. To make up for it, they blasted campaigns every day or two. Deliverability fell, conversions stayed flat, and most shoppers never heard from them again after a site visit.

The switch to Instant AI

Fayt The Label moved to Instant in August 2025 and had a personalised email live within 24 hours. From day one, Instant AI sent abandonment emails on a shopper-by-shopper basis, with each message uniquely built around what that individual viewed.

Fayt replaced two single-touchpoint flows with a full suite of AI-driven flows (3 to 5 touchpoints each), personalised subject lines, and behaviour-based send logic. When intent spikes (browse, add to cart, or checkout start), Instant triggers the right flow for that shopper.

New flows that did not exist before, like a Collection View reminder, launched overnight and generated revenue immediately.

With flow revenue running consistently on autopilot, Fayt reduced frequent campaign blasts. They now send one or two weekly campaigns for branding and education, while automated flows drive sustainable growth without burning their list.

How it actually works

Instant Audiences identifies anonymous website visitors the moment they land on the Fayt store, and connects them to a real email address before they've filled in a single form. Where only 2.9% of visitors could previously be reached, Instant Audiences identifies 56.1%.

The moment a shopper is identified and takes a high-intent action like browsing a product, adding to cart or starting checkout, Instant AI triggers a personalised flow built entirely around that individual. No segments. No templates with a name dropped in. A genuinely unique email, with AI-written copy and subject lines generated specifically for that shopper and that product.

Every shopper is enrolled in the single most relevant flow based on their latest action, with Instant automatically escalating them to a higher-intent flow if their behaviour changes. Send timing is personalised too. Instant AI learns each shopper's habits and delivers at exactly the right moment.

Instant AI ensures the right email, about the right product land in the right inbox, at the right time. Every time and at scale.

Personalisation at scale for Fayt The Label

This is what it looks like in practice for a real Fayt customer.

Shopper A lands on the Fayt site on a Tuesday afternoon. She browses the new arrivals, clicks into the Casa Wrap Dress in Milk ($89), and leaves without buying. Instant identifies her immediately. At 2:44pm, the exact time Instant AI has calculated she's most likely to convert, an email lands in her inbox. Subject line: "Shopper A, your dress awaits!" Preview text: "Still thinking about that wrap dress?" Inside: the exact dress she looked at, product copy written specifically for the Casa Wrap Dress, a single clear CTA. Opened four minutes later.

Shopper B’s story looks different, because Shopper B is different. She added the Form Flow Tight 7/8 Plum and the Form Signature Tee White/Plum to her cart and left. Instant's email to Shopper B references both items by name, sent at 1:00pm, her optimal conversion window. Subject: "Shopper B, don't miss out!" The email body calls out her specific cart, not a generic "you left something behind."

No shopper gets the same email with Instant AI.

How Instant AI always gets it right

Behind every one of these emails, Instant AI is constantly learning and optimising, not just for individual shoppers, but for what works for Fayt's audience as a whole.

Since going live in August 2025, Instant has analysed 58,109 personalised emails across 20 different subject line variables to identify the combinations that drive the highest open rates for Fayt shoppers specifically. The winning formula: an Exclusive Offer + Limited Time urgency + the shopper's Name.

That combination drove a 41% open rate. Not because someone guessed, but because Instant tested 70 combinations to find the best performing one.

The Results

Since August 2025, Instant AI has transformed Fayt's email performance:

• Total email volume increased 46×, reaching the right shoppers at the right time

• Flow-driven revenue jumped 14×

• Abandoned cart revenue increased 33×

• Abandoned checkout revenue more than tripled

• New flows like Collection View added five-figure monthly revenue overnight

The thing that surprises Fayt's team most is how little time a campaign takes to build now.

When you hit ' Create Campaign' , Instant doesn't show you a template gallery. Instead, it asks one question: "What do you want to achieve today?" Below that are seven intent buttons: launch a new product, announce a restock, plan for a sale, highlight a collection, and so on. You can also choose from a row of suggestions pulled from your store: a recent product, a recent collection, your top seller. You click the intent that matches what you're doing, and Instant starts the campaign for you.

The editor is intentionally simple: There are nine block types: Library, Image, Text, Products, Button, Spacer, Divider, HTML, and Layout. There’s no template marketplace, no add-on store, and no settings panels buried three menus deep. This allows Fayt’s campaigns get built in a single sitting, making it possible for a lean team to ship 25 campaigns in 90 days.

For a brand like Fayt, where the calendar is driven by drops, restocks, and seasonal moments, that compounding speed matters more than almost any other feature.

Fayt’s team are focused on consistently putting the right product in front of the right shopper on the right day, week after week. Instant’s job is to make that the path of least resistance.

The Fayt team is a huge advocate for multi-step campaigns, allowing them to launch sequences, sale lead-ups, collection drops that need more than one touch to land. These used to be the things that took a full day to plan and another full week to build.

On the Instant dashboard, you start them the same way you'd start a single campaign. You set your goals and Instant drafts the whole sequence in minutes. Each email in your sequence comes pre-built with subject lines, preview, hero copy, product blocks, footer.

By the time Fayt opens the draft, the sequence already reads like something the team would have written themselves, just faster.

The promise of automation in marketing software has been around for over a decade, and most of the time it's meant "we'll send the email for you if you build the entire system first." Instant inverts that.

Most email tools treat segmentation like a query you have to write. Boolean operators, nested groups, custom event properties. Instant treats it like a sentence.

You start with a base audience like All Shoppers or Engaged 90 Days, then narrow it using filter chips. The categories are in plain English: Location, Purchased, Viewed, Added to Cart, Active on Site, Email Activity, Shopify Tag, Subscription, and a few more. Click Email Activity, choose Opened or Clicked, pick a past campaign, set a time window, and you’re done. The filter bar reads back exactly what you built. The shopper list updates live underneath, and a counter at the bottom shows how many people in that segment can receive marketing email.

If you can describe the audience out loud to a colleague, you should be able to build it in the platform in the same words and the same order.

For Fayt, this means the right campaign goes to the right people without anyone having to spend an hour debugging a filter the night before a launch.

Instant's segmentation works closely with Instant's identification technology, which identifies more than half of Fayt's anonymous website visitors. That means every segment Fayt builds draws from a pool significantly larger than what they'd have access to on another platform. A clean segmentation experience, paired with a much larger audience, is how Fayt is able to launch campaigns that do $70K+ on a single send.

Fayt's marketing team isn’t bigger than it was a year ago. It's faster. They start campaigns from a goal instead of a template. The multi-step ones get drafted before they touch them. The segments are built in plain English. And the revenue at a 60x ROI is a direct result of what happens when your retention platform finally stops getting in the way.