Orvis — Email Marketing

The Situation

Orvis is a catalog company at heart, and email marketing is a core piece of how they run ecommerce. While CUSTODIAN was wrapping up the SFCC launch work with Orvis’s digital design team, their head of digital marketing reached out with a different problem: two key members of the email marketing team were leaving in the coming weeks, and daily sends couldn’t afford to slow down while the team rebuilt.

The Work

Already experienced in Salesforce Marketing Cloud and email marketing, CUSTODIAN didn’t need a long onboarding. A few quick training sessions with one of the departing team members were enough to get the keys handed over. From there, CUSTODIAN worked closely with Orvis’s internal merchandising and digital marketing teams to develop, build, QA, and execute daily sends across eight different categories, without missing a send.

The Partnership

For five months, CUSTODIAN effectively was the email production team — embedded in Orvis’s daily workflow with merchandising, design, and copywriting, keeping the program running at full steam through the gap. As Orvis began rebuilding the team internally, CUSTODIAN’s role shifted again: taking the lead on training new hires until they were fully up to speed and running independently.

The Impact

CUSTODIAN built and sent 489 emails across 8 categories in 5 months, with zero missed sends during a period of active team turnover. Two new team members were trained on the full email process — scheduling, builds, QA, and pre-send review — handing the program back to a fully staffed internal team.

Why It Works

This is the clearest version of the pitch: a critical, always-on program that couldn’t pause for a hiring cycle, covered seamlessly for five months, then handed back to a stronger internal team than before — without Orvis ever having to make an emergency full-time hire.