Smokeshow Mixology: 800% Increase in Klaviyo Revenue and 1000%+ YoY Growth
Needed an email system overhaul. We took over the channel, built and fixed the design and deliverability, and grew Klaviyo revenue 800%.
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Smokeshow Mixology is a brand in the mixology and cocktail space, with an audience that responds to content, not discounts. They came to us with a working store but an email program that wasn't adding revenue to the business.
- No fixed email plan or sending calendar
- Simple, repetitive campaign designs with no real variation
- No educational content in the program, without angles
- Deliverability issues capping inbox placement and open rates
- No clear strategy for the channel
- Build strategy and calendar for the email channel
- Improve campaign design quality and variety
- Add educational content to the campaign mix
- Fix deliverability
- Take day-to-day execution off the internal team
We audited their email program, and ran our retention playbook built for brands that need structure and direction.
- Built a monthly campaign calendar planned in advance.
- Redesigned every template to match the brand voice.
- Added diverse angles to the email content.
- Cleaned up deliverability through segmentation and list hygiene.
- Set up ongoing A/B testing on campaigns and pop-ups
- Replaced email sends with planned monthly calendar.
- Redesigned campaign templates to fit the brand voice.
- Added diverse content into the email calendar, lifting engagement.
- Fixed deliverability through proper segmentation, list cleaning, and inbox placement work.
- Built a mobile pop-up that hit a 17.55% opt-in rate.
- Drove an 800% lift in Klaviyo attributed revenue and pushed year-over-year revenue growth above 1000%.
- Held email above 25% of total revenue even as the brand grew ad spend 40%.
- 800% increase in Klaviyo attributed revenue
- 1000%+ year-over-year revenue growth
- 17.55% pop-up opt-in rate
- Email holding above 25% of total revenue while ad spend grew 40%
- A planned calendar, something the channel was missing.
- The team matched the brand voice on the first feedback round.
- Diverse content and angles broke the all-promo loop.
- Bi-weekly check-ins kept the working relationship tight without overcommunicating.
- Testing was built into the process from the start.
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We’ve worked with a lot of agencies over the years, and none have ever performed better than we could ourselves—until Well Copy. Since partnering, our email channel consistently holds above 25% of total revenue, even as we’ve scaled ad spend by 40%. The team’s communication and structure are flawless; I meet with my account manager every two weeks, approve emails in Slack, and never have to worry about execution. They nailed our casual, conversational brand voice after one round of feedback and have been spot-on ever since. What really sets them apart is how open they are to feedback and testing—and how much they genuinely care. You can tell their whole team gives a shit"
