A 67.3% Email Open Rate - Maintained Throughout All of 2025
The Challenge:
SoftShirts - a B2B wholesale blank apparel company - needed to engage two audiences through email:
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Existing wholesale customers
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Leads captured via paid ad campaigns
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When we started 2022, email marketing wasn't a part of their strategy and they had less than 300 captured emails in their audience. Over the last 3 years of working together, we've increased their stats strategically and now have an audience of 3,000 engaged customers with a nearly 70% average open rate for the entire year.
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In a space where buyers are busy and often ignore promotional emails, the goal has been to increase the audience in a healthy way (capture actual customers, not just increase the numbers!) and create high engaging campaigns that convert.
Our Approach:
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Segmented the lists for customized messaging between different audiences
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Wrote clear, benefit-driven subject lines designed to elevate curiosity
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Used consistent sender identity to build brand recognition in the inbox
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Structured email copy with one strong focus per send
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Sent twice weekly at optimal times based on audience behavior data in Klaviyo
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Reviewed engagement trends to fine-tune cadence and messaging
Results:
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70.2% increase in attributed revenue from previous year
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76.3% increase in conversion value from previous year
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67.3% average open rate in 2025 (a 56% increase from 2024!)
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Decreased the bounce rate by 39.5% and the unsubscribe rate by 15.3%
At Kayo Creative, we don't just send emails - we build strategies that respect the inbox and drive real engagement. A
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Even after working with SoftShirts for over three years, we continue to push past our own benchmarks, refine our approach, and outperform previous performance year after year. That ongoing growth is what keeps us excited - and it's why we believe the best results come from long-term partnerships, not quick fixes.
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If your brand wants email marketing that customers actually open (and look forward to), we'd love to help!