Proof Wallets: 40–50% of Revenue From Email While Nailing Brand Voice Other Agencies Couldn’t
Solved the #1 outsourcing problem for an 8-figure DTC brand — brand voice — then scaled email & SMS into a core growth pillar requiring zero founder bandwidth.
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Proof Wallets is one of the fastest-growing wallet brands in the country, founded by Marine Corps veterans and built on premium materials, thoughtful engineering, and clean, modern design.
Their flagship innovation is a beautifully designed wallet with a pull-tab system capable of holding anywhere from 1 to 25 cards — combining function, durability, and aesthetics in a crowded category. By early 2025, Proof was scaling aggressively and needed systems that could keep up.
- Email handled in-house alongside dozens of other responsibilities — capped volume and consistency
- Past agencies never got the brand voice right — emails felt “off” and disconnected from ads
- Needed a partner who could take email & SMS fully off their plate, scale output without losing quality, and match the brand voice perfectly
- Turn email & SMS into a scalable, high-performing revenue channel that didn’t require founder bandwidth
- Preserve and elevate brand voice across all email and SMS
- Build flows for every stage of the customer journey
- Support aggressive month-over-month growth
- Remove email as a mental load entirely
- Three non-negotiables: brand-first execution, lifecycle depth, and scale without chaos
- Deep brand immersion (ads, site, positioning)
- Full lifecycle flow coverage
- Campaign volume with quality control
- Strategic use of SMS
- Advanced integrations to support targeting and growth
- Studied Proof’s ad creatives, analyzed customer response to different tones, and locked in brand voice within the first few emails
- Built lifecycle flows for every stage of the customer journey with advanced integrations (Triple Pixel, Customers.ai) for smarter targeting and higher conversion
- Increased campaign volume while maintaining quality with planned-ahead approvals
- Clear approve/needs work system, proactive updates, monthly deep-dives with zero surprises
- Email & SMS fully off the founders’ mental plate
- Consistently 40–50% of total store revenue from email & SMS
- Email revenue scaling month-over-month throughout 2025
- Email (30%) + SMS (19%) = nearly half of total revenue
- Zero internal bandwidth required from the Proof team
- Prioritized brand voice before volume
- Built systems that scale cleanly
- Took full ownership — not just execution
- Designed everything to reduce founder involvement, not increase it
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“Our biggest hesitation with agencies was that nobody ever got our brand voice right, it always felt off. But Well Copy nailed it within the first few emails. They studied our ad creatives, understood our tone, and got it spot-on. The communication is seamless — we’re always kept up to date, everything’s easy to approve, and we never have to worry about email anymore. The performance speaks for itself: email and SMS now drive nearly 40% of our total store revenue. We’ve already recommended Well Copy to at least a dozen other brands.”
