Only Crits CASE STUDY
We rebuilt Only Crits’ deliverability from scratch and executed Black Friday campaigns that drove 19% of total revenue.
Summary
- Mission/Challenge: Only Crits had zero deliverability and needed to generate revenue during BFCM.
- Outcome: We warmed up a new domain, and executed campaigns.
- Results/Impact: Email revenue jumped to 19% from campaigns only.
- Services:
- Email Campaign Strategy
- Email Campaign Execution
- BFCM Campaign Management
- Deliverability Monitoring
- Segmentation Planning
Client Background
Only Crits is an e-commerce store specialising in premium tabletop gaming dice sets for games like Dungeons & Dragons and other role-playing games. During Black Friday, the goal was simple: push as much revenue as possible through email campaigns in a short window.
Mission/Challenge
At onboarding, Only Crits had zero deliverability. The existing sending domain was not usable, and emails were not reliably reaching the inbox. At the same time, Black Friday was approaching fast, leaving no realistic time to build or test email flows. All efforts had to be focused on fixing deliverability and executing campaigns during one of the most competitive inbox periods of the year.
Before (Situation & Concerns)
- Zero inbox deliverability
- Email revenue contribution around 5.8%
- Email flows needed a lot of optimizations
- No time to create or test flows before BFCM
Previous Campaigns
Process / Solution
- Built the full backend system in Klaviyo
- Set up 12 flows with segmentation for the brand
- Designed branded campaign templates to reflect PopupTee’s identity
- Created structured segmentation for targeted messaging
- Implemented deliverability best practices to maintain inbox placement
After (Results & Impact)
- Email revenue increased from 5.8% to 19%
- Successful domain warm up completed during BFCM
- All revenue generated through campaigns only
- Email re-established as a viable revenue channel
Email Campaigns
Email Flows
Pop-Up Forms
- Created 2 optimized pop-ups
- Time-delay pop-up form with 2.93% conversion rate
- Exit-intent pop-up form with 4.69% conversion rate
Performance Snapshots
- Before
BEFORE
- After
AFTER
Conclusion
Only Crits rebuilt deliverability from scratch and generated 19% of the total revenue from email campaigns only during Black Friday. With flows and deeper segmentation next, this channel is positioned to scale more reliably.