Cozy Earth is a luxury DTC brand known for its ultra-soft, sustainably sourced bedding and loungewear. Their premium bamboo and silk products have earned praise from customers, celebrities, influencers, and lifestyle editors alike for redefining comfort with quality, sustainability, and elegant simplicity.

As a fast-growing eCommerce brand with a reputation for refinement, every customer touchpoint must reflect the same care and craftsmanship as their products. Including and especially email.

Challenge

Like many modern DTC brands, Cozy Earth’s email workflow relied on multiple people and tools across copywriting, design, QA, and deployment. Each promotional campaign required detailed creative direction, rounds of revisions, and manual formatting to prepare the final campaign HTML for send through Attentive.

That process worked, but it was time-intensive. For a lean team managing frequent campaigns, speed to market was becoming as critical as the creative itself.

Cozy Earth wanted to see if generative AI could accelerate production without compromising beauty, tone, or performance.

Solution

The Cozy Earth team partnered with Backstroke to build a fully agentic creative workflow using Backstroke’s AI Builder.

Cozy Earth provided a short campaign brief outlining the campaign objective, target audience, and key product focus. From there, a series of specialized Backstroke agents handled the rest, including:

• one agent interpreted the brief and brand guidelines

• another generated the hero image and supporting visuals

• another wrote the copy (subject line, preheader, body, and CTA)

• a final agent assembled, styled, and QA’d the email in fully responsive HTML, ready to send via Attentive

The entire process took under five minutes, start to finish, with no design or development rework required.

While the initial scope of the project was to generate beautiful emails quickly, it did beg an important question. Do these emails perform? To evaluate this impact, Cozy Earth A/B-tested the Backstroke-generated version against their standard, human-built email workflow across three distinct campaigns to roughly two million subscribers (a clean 50/50 split).

Results

The Backstroke-powered email not only came together dramatically faster, it outperformed Cozy Earth’s control version across three key metrics:

• Click rate increased by 48%

• Conversion rate increased by 13%

• Revenue per email increased by 9%

The experiment proved that high-speed, AI-generated creative could meet Cozy Earth’s exacting design standards and deliver measurable commercial upside.

Customer Perspective

“Our goal was simple—create a beautiful-looking email in record time. Backstroke allowed us to go from brief to live in under ten minutes. And what was even more encouraging was the performance lift. Our click rates, conversions and revenue saw meaningful jumps. And we know there’s more optimization ahead.”
- Weston Clark, Director of Retention, Cozy Earth

Looking Ahead

Cozy Earth continues to expand its use of Backstroke’s Agentic tools to accelerate other campaign types like product launches, seasonal storytelling, and promotional sales. For their team, the takeaway was clear: AI-driven email saves time, improves performance, and raises the bar on what’s possible.