Only Crits CASE STUDY
We increased Only Crits’ email-attributed revenue by 200× by increasing campaign frequency from 8 to 24 emails per month.
Hear From the Co-Founder of Only Crits
Rory Hoffman shares his experience working with Goals and Beyond.
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: Increasing campaign frequency from 8 to 24 emails per month resulted in a 200x increase in email-attributed revenue.
- 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 23%
- Monthly email frequency increased from 8 to 24 campaigns
- This 3x increase in sending frequency produced a 200x increase in email-attributed revenue
- 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 23% of the total revenue from email campaigns alone during Black Friday.
We later increased email revenue by over 200% by scaling from 8 to 12 emails per month to 24, with more growth expected from flows and deeper segmentation.