How MountainGirlClothing Drives Revenue and Relevance With Email, SMS, and Smarter Segmentation

MountainGirlClothing started in 2008 when Margaret was a senior in college studying fashion and textile design. The original idea was simple and intentional. Create clothing sustainably by repurposing materials from thrift stores and estate sales instead of buying new fabric.

Over time, the business grew. What started as handmade, upcycled clothing expanded into a broader collection that now includes fair trade goods and products from other small businesses in the US.

While the core customer hasn’t changed, the brand’s reach has grown significantly over the past six years. “I think the core of our customers and what they’re looking for has stayed the same, but our reach has just grown,” said Margaret Kasper, Owner at MountainGirlClothing.

Today, MountainGirlClothing operates primarily online from a studio space in downtown Milford, New Hampshire. The team has grown to include employees who support social media and newsletters, with occasional in-person shopping events hosted at the studio.

The Challenge: Growing Beyond Platforms Without Losing Control

In the early days, MountainGirlClothing sold on Etsy. That worked well for a time, but things change.

“There wasn’t really a way outside of Etsy to communicate with my customers,” said Margaret. “I don’t want to just communicate with people on social media. I don’t want to just communicate with people just through the website.”

As the business grew, relying on marketplaces and social media alone started to feel limiting, too. Margaret wanted a way to communicate directly with customers without depending on algorithms or third-party platforms.

At the same time, there was a clear line Margaret didn’t want to cross. Communication needed to stay friendly and personal, not overwhelming or spammy. She said, “I want to really try to stay in the realm of friendly communication and not cross over into spam.”

The challenge was finding a system that made targeted communication possible at scale without adding complexity for a growing team.

The Solution: Segmentation, Automation, and Consistent Channels

After trying another email newsletter provider that no longer met her needs, Margaret chose Privy to support a more direct, flexible communication strategy. And segmentation quickly became a core part of how MountainGirlClothing communicates.

“Not everyone is getting every message. It can be really targeted,” said Margaret. “That’s really important because there’s some information that I don’t want to just blast to everybody.”

Using Privy, the team created distinct segments, including VIP customers who receive special sales and newsletters, and local customers who get updates about pop-up shopping events. This approach means messages stay relevant and intentional.

Email and SMS Working Together

Email newsletters and SMS play different roles, but both are essential. Newsletters are used for promotions, updates, and seasonal communication. SMS follows a consistent weekly cadence that customers have come to expect.

Each message follows the same simple format. A greeting, a short description, a link, and a thank you for shopping small. The timing may change, but the structure stays familiar. Margaret noted that this consistency helped connect better with customers and make the messages feel intentional rather than intrusive.

Why SMS Works for This Brand

Margaret was hesitant about SMS at first. That concern faded once results and customer behavior became clear. The people who opt into text messages want to be there, and unsubscribing is easy if they don’t.

“If someone’s on your text message list, then they do want to be there,” said Margaret. “I know many of my customers are on the go, and sitting down to read a big, long newsletter might not be their cup of tea.”

SMS works especially well for MountainGirlClothing’s audience because it’s fast, visual, and easy to engage with at their own pace. The ability to include a quick photo and link makes SMS feel convenient rather than demanding.

The Results: Revenue First, With Time Savings Close Behind

When asked to quantify Privy’s impact, Margaret was clear about what mattered most. The result is a communication strategy that generates revenue while reinforcing the brand’s values and creative identity.

“The biggest impact is definitely the revenue that we’ve seen from the newsletters and the texts over the years,” said Maraget. “We send them out to get sales, but also just to keep people interested and inspired.”

That attributed revenue ranks above time saved and subscriber growth, even though both are meaningful benefits. Email and SMS are not side channels for MountainGirlClothing. They are primary drivers of sales and engagement.

Where the Privy Team Makes the Difference

The platform is only part of the story. Ongoing support from a dedicated Customer Success Manager plays a critical role.

Margaret shared a specific example where a small technical issue could have easily gone unnoticed. A punctuation mark placed after a quick link broke an SMS link. The Privy team identified and fixed the problem within minutes.

Beyond troubleshooting, customer success support helps with navigation, platform updates, and proactive list maintenance. She noted, “I think it takes the weight off of me as a business owner. I wear so many hats.”

Built on Owned Channels, Not Algorithms

Margaret is clear about the long-term value of email and SMS. Social platforms matter, but they’re not guaranteed. Email and text messages give MountainGirlClothing a direct line to customers that doesn’t depend on outside platforms.

“If they all go away tomorrow, and that’s your main way of speaking to customers, how are you going to communicate with them?,” asked Margaret. “It’s so important not to put all your eggs in one basket. Privy is a core part of our business for sure. And that’s not going to change.”

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