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How Rent the Runway Scaled to 100+ Monthly CRM Campaigns Across Four Braze Channels with Mavlers
Mavlers helped Rent the Runway migrate from Sailthru to Braze, build scalable personalization capabilities, and expand CRM campaign execution without adding operational complexity.
Executive summary
Rent the Runway (RTR) partnered with Mavlers to modernize its CRM operations as it transitioned from Sailthru to Braze. Mavlers brought together Braze expertise, Liquid engineering, and high-volume campaign execution to support RTR through multiple stages of its CRM transformation, from transactional template migration and personalization to ongoing multi-channel campaign delivery.
RTR's Braze programme spans four channels, with 100+ campaigns supported per month. Across May and June 2026, Mavlers supported 229 one-time campaigns across Email, Push, and SMS.
At a Glance
4
Braze channels
100+
Campaignsper month
229
One-time campaignsacross May–June'26
Braze
Customer engagementplatform
About Rent the Runway
Fashion & Subscription Commerce | United States
Rent the Runway is a U.S.-based subscription fashion rental platform offering customers access to premium and luxury designer clothing through flexible rental and subscription models. Its CRM programme supports multiple customer segments and lifecycle journeys, including onboarding, subscription management, pauses, plan changes, reactivation, loyalty, and transactional communications.
RTR's Braze programme spans Email, SMS, Push, and In-App Messaging, making customer engagement a critical part of the subscriber experience. Mavlers has supported RTR since late 2023, with the engagement evolving as the Braze programme matured, from migration and template engineering to personalization and high-volume campaign execution.
The Challenge: Modernizing CRM while maintaining campaign velocity
RTR was moving an established CRM programme from Sailthru to Braze while continuing to operate a high-frequency campaign calendar. The challenge went beyond platform migration. RTR needed to translate a complex transactional messaging programme into Braze while establishing the technical and execution capacity to support a broader, more personalized CRM programme.
The priorities were to:
- Migrate a complex transactional email estate to Braze
- Rebuild templates using Braze Liquid and Catalog data
- Support dynamic, data-driven personalization
- Expand execution across Email, SMS, Push, and In-App Messaging
- Handle high campaign volumes without creating additional production overhead
- Establish a foundation for future personalization initiatives
Modernizing RTR's Braze Foundation
RTR's Sailthru programme included transactional communications covering shipments, orders, invoices, subscription changes, pickup scheduling, and pause flows. Migrating these experiences to Braze required the templates to be redesigned and recoded around Braze's data and messaging framework.
Mavlers' specialists rebuilt the transactional email estate using HTML and Braze Liquid, incorporating event payload data and Braze Catalog content while maintaining continuity with RTR's existing customer experience.
- Shipment and shipped-order notifications
- Order confirmations and invoices
- Pause confirmations and extensions
- Plan change notifications
- Home pickup confirmations
- Reusable header and footer components
RTR retained responsibility for Canvas creation and deployment, while Mavlers owned the template engineering layer. This division allowed RTR's internal team to focus on CRM operations and campaign management while Mavlers provided the specialist technical execution.
Making Personalization More Scalable
RTR's transactional messages combine real-time event data with product information stored in Braze Catalogs. Mavlers engineered Liquid logic to bring these data sources together dynamically, supporting variable products, offers, subscription configurations, and item-level content.
A recurring challenge was promotional content that changed frequently across triggered messages. Updating the same information across multiple templates created unnecessary maintenance effort and increased the risk of inconsistent content. Mavlers introduced a Context Step in Braze to hold shared promotional values that could then be referenced by downstream steps and templates.
This shifted the operating model from maintaining promotional content across multiple templates to managing shared values centrally through a Context Step. By reducing repetitive template updates, the approach made frequently changing promotional content easier to maintain and reduced the risk of inconsistencies across triggered communications.
May–June 2026 campaign volume
RTR's internal team can focus on strategy, audience decisions, and CRM operations while Mavlers manages the campaign build and production layer.
Scaling CRM Execution Across Four Channels
Following the migration, Mavlers expanded its role from technical implementation to ongoing campaign execution. Working from Figma designs and Asana briefs, Mavlers supports production across Email, Push, SMS, and In-App Messaging.
The transition to Braze also enabled RTR to operate Push and In-App Messaging as distinct channels rather than the combined push model used previously in Sailthru. RTR's campaign calendar includes promotional, loyalty, seasonal, lifecycle, and transactional communications. Mavlers provides the campaign execution capacity required to support this volume alongside ongoing CRM work.
The Business Impact
The engagement delivered more than a successful migration. It established a scalable operating model that could evolve with RTR's CRM programme.
100+ campaigns per month: Mavlers supports more than 100 campaigns per month across RTR's high-frequency CRM calendar.
Four Braze channels: RTR's programme operates across Email, SMS, Push, and In-App Messaging, with Mavlers supporting campaign execution across the four-channel environment.
229 one-time campaigns: Across May and June, Mavlers supported 229 one-time campaigns across Email, Push, and SMS.
More maintainable personalization: The use of a Context Step centralized frequently changing promotional information, reducing repetitive updates across triggered communications.
An engagement that evolved with RTR: The partnership progressed from Sailthru-to-Braze migration → Liquid engineering → multi-channel campaign execution → advanced personalization, allowing Mavlers to adapt its role as RTR's requirements changed.
What's Next for RTR's Braze Programme
With the core Braze foundation established, RTR's next opportunity is to move from scalable campaign execution toward deeper personalization. The roadmap includes opportunities such as:
Content Cards for personalized product, loyalty, and new-arrival experiences
Product recommendations using rental history, category affinity, wishlist behavior, size, and inventory data
Catalog-powered promotional content for centralized offer and banner management
RTR Style Wrapped, a personalized annual experience based on each subscriber's rental history and style preferences
These initiatives represent the next stage of RTR's Braze maturity: using the customer and product data already available within the platform to create more relevant, individualized experiences. Mavlers is already in planning discussions with RTR around the recommendation layer and Style Wrapped experience.