Work · Wellness CPG · lifecycle + creative
Koi CBD: email from 12% to 46% of revenue
Lifecycle creative and strategy at Koi CBD. In my first 34 days, email went from 12% to 46% of store revenue.
Challenge
Koi sent a lot of email, but it drove only about 12% of store revenue. The list was tired of the same promo, complaints and unsubscribes were eating at deliverability, and a federal hemp-THC ban was weeks away.
Insight
Promo fatigue is a creative problem before it's a data problem. If every email looks like a coupon and goes to everyone, people stop listening. Better creative only pays off if it reaches the right people.
What I made
Rebuilt email templates and new content formats beyond the discount blast: product spotlights, cinematic key art, and the “Get Outside” and “Unwind and Dream” campaigns. Behind them, I turned on Smart Sending, tightened audiences and exclusions, and retired the lowest-yield sends. Then I built the Ban Blowout series and site banners for the deadline push.
What it did
In 34 days, email's share of Shopify revenue rose from 12% to 46%, and Klaviyo revenue per day ran 49% above the prior year's average. Spam complaints fell by half and unsubscribes by 10%, even with 18% more email going out. On the same BOGO offer, opens rose 2.4 points, and the Ban Blowout lifted store sales 561% on its first morning.
