Instead of Flowers: 60% Increase in Total Revenue for a Brand That Needed Deliverability Rebuilt
Replaced in-house email creation that was too busy with day-to-day operations with a consistent email system, rebuilding the deliverability foundation, and lifting total sales by 60% in the first year
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Instead of Flowers is a thoughtful-gifting brand built around occasion-driven sends. Sympathy, celebration, and milestone moments that traditional flower delivery doesn't quite fit.
With strong product-market fit and a high-LTV gifting audience, the brand needed a retention partner who could turn occasional buyers into repeat ones without diluting the brand.
- Email was being managed entirely in-house by a team already stretched thin on day-to-day operations.
- Email calendar was inconsistent, with no cadence for customers to know updates.
- Deliverability was in a bad place. High bounce, high spam, and unsubscribe rates pulling inbox placement down.
- Open rates were sitting below brand standards.
- Campaign quality and timing were being left out by operational factors.
- Take the email channel fully off the internal team's plate so they can focus on operations.
- Rebuild deliverability across every metric - bounce, spam, unsubscribe, open rate.
- Establish a consistent campaign cadence.
- Tie email performance directly to sales growth.
- Proactive calendar planning so campaigns aren't built last minute.
- Run analytics and data-driven optimization on an ongoing basis.
- We audited the in-house email system, and ran the WellCopy retention playbook tuned to a brand where deliverability was the hidden ceiling on everything else.
- Rebuilt deliverability from the foundation up - list hygiene, segmentation, and inbox placement.
- Replaced email cadence with a structured monthly campaign calendar.
- Standardized the brand voice across campaign calendar and email flows.
- Layered ongoing A/B testing and data-driven optimization.
- Took daily execution off the internal team.
- Rebuilt list hygiene and segmentation, driving bounce rate down 78% and pulling spam complaints down 42%
- Lifted open rates 20% by combining the deliverability work with stronger subject lines, smarter segmentation, and a consistent sending rhythm.
- Cut unsubscribe rates 13% by sending the right content to the right segments instead of blasting the full list.
- Replaced in-house execution with a structured calendar covering campaigns and flows planned weeks ahead.
- Made brand voice cohesive across every touchpoint.
- Drove a 60% increase in total sales over the first 12 months.
- Handed the internal team back their bandwidth.
- 60% increase in total sales over the first 12 months
- 20% increase in email open rates
- 78% decrease in email bounce rate
- 42% decrease in spam complaint rate
- 13% decrease in unsubscribe rate
- Improvements across all major Klaviyo metrics (deliverability, engagement, revenue per recipient)
- We fixed deliverability first, every other metric was capped by inbox placement.
- A structured calendar which lifted consistency and quality.
- Brand voice was treated as infrastructure, every send reinforced the identity.
- Ongoing testing and analytics meant email kept getting better.
- The internal team got their bandwidth back, which made the partnership a force multiplier.
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“Well Copy has been an absolute game-changer for our email marketing strategy. From the moment we partnered with them, their team demonstrated an excellent understanding of our brand's voice and goals.
Their creative work is not only engaging but also drives real results. Our open rates and conversions have consistently improved since we started working with them.
What sets Well Copy apart is their attention to detail, creativity, and proactive planning. They consistently anticipate our needs, keeping our business ahead of the game with well-thought-out strategies and timely execution. They take the time to craft personalized campaigns that resonate with our audience, always keeping our customers top of mind. Whether it’s a promotional email, a welcome series, or a holiday campaign, they deliver content that feels fresh, compelling, and aligned with our brand.
Their professionalism, responsiveness, and accommodating nature are also worth highlighting. They’re incredibly easy to work with and quick to pivot when needed. They provide insightful analytics and suggest data-driven improvements to keep our campaigns optimized.
If you're looking for an email marketing partner that delivers both exceptional content and measurable success, Well Copy is the way to go. I highly recommend it, you will be in great hands!”
