Case study · Nuts 'N More · Email
They had 50,000 email addresses and almost nothing to show for it.
42 days later, monthly email revenue had more than doubled, and the average order value never moved. Every number below is from their Klaviyo account.
Monthly email revenue · May vs July
$8.5K → $18.6K
May → July
Deliverability score
43 → 86
Before → After
Why it worked
Most of their email was going to spam. Nobody knew.
Nuts 'N More were sending one email a week to their entire database. Engaged buyers and addresses that hadn't opened anything in years, all in the same blast. Inbox providers read that as a brand not worth delivering, and quietly stopped delivering it.
So we didn't start with copy. We started with an audit, then deliberately removed 3,772 dead addresses. Their deliverability score went from 43 to 86, the highest it has ever been on the account. Only then did we earn the right to send more: three campaigns a week to the segment that actually wanted them, in the founder's own voice instead of a promo calendar's.
The revenue followed the deliverability. It usually does.
The receipts
Fewer emails, to fewer people, for more money.
June 10
$153
49,883 recipients
One send to the whole database
July 14
$1,927
11,406 recipients
One send to the engaged segment
| Metric | Before | After month 1 |
|---|---|---|
| Send cadence | ~1 / week | ~3 / week |
| Unique open rate | 27.4% | 78.4% |
| Unique click rate | 0.49% | 1.50% |
| Delivery rate | 99.23% | 99.56% |
| Bounce rate | 0.77% | 0.44% |
| Spam complaint rate | 0.0133% | 0.0101% |
| Orders from email | 180 | 364 |
| Revenue per recipient | $0.048 | $0.109 |
| Average order value | $58.30 | $57.35 |
How
Instead of guessing who they were, we asked.
A one-click question on the site. Visitors tell us which buyer they are, get tagged, and drop into a welcome sequence written for them alone. Same machine, three voices.
I have a sweet tooth
Dessert without the guilt spiral. Buys on craving, not macros. Playful and permissive.
1 You'll lick the spoon
2 Happy birthday to you
3 Sweet tooth? No guilt inside
I'm peanut butter obsessed
Already loves the category and wants the best version of it. Enthusiast to enthusiast.
1 You gotta try these nuts
2 Your toughest choice today
3 You'll become addicted
I'm on a fitness journey
Reads the label first. Wants protein that doesn't taste like punishment. Disciplined, no fluff.
1 The best cheat meal available
2 Fitness discipline without punishment
3 Our #1 midnight snack
One trigger, three tracks, nine emails, one a day for three days. Behind them: sunset, winback, post-purchase, cart recovery and the loyalty series, all rebuilt in the same 42 days.
Three sends a week. Every one of them sells. Not one of them runs a sale.
The only discount anywhere in the program is a 10% welcome code for brand-new subscribers. Nothing in the weekly calendar carries a code, which is why average order value never moved.
Tuesday
Tasty Tuesday
A jar with a use case gets finished, and a finished jar gets reordered. These show people what to actually do with the product, and the product is linked in every one of them.
Thursday
A letter from Pete
Plain text, no template, no offer. Just Pete, writing about his week and asking people to hit reply. It's the one send that isn't designed, which is exactly why it works.
Saturday
What customers are saying
The one dedicated sales email, and it runs without a discount code, because the selling is done by buyers. Nuts 'N More has over 4,000 reviews on Amazon alone. We stopped writing ad copy and started publishing theirs.
"Fewer emails. Fewer people. Nothing on sale. Twice the revenue."
Your list is probably worth more than your ad account.
If you have a list you've stopped believing in, we'll tell you what's actually wrong with it.
30 minutes · no pitch deck · you keep the audit either way