Canes Deer Velvet: $49,698.81 in attributable revenue, from zero

Canes Deer Velvet came to In-box with no email programme at all, no Klaviyo account, no list strategy, no automations, nothing to build on. Starting from a genuine blank page is a different challenge to fixing an underperforming account, because every single decision has to be made from scratch: why should a visitor hand over their email address in the first place, what should the very first email they receive say, and how does a brand earn the right to keep messaging someone who's never bought from them before. There's no existing list to lean on and no historical account data to inform any of those decisions.

The challenge

Building from zero means every piece has to be designed and proven without the safety net of past performance data. Integrations, tracking, sign-up incentives, flow logic, campaign cadence, all of it has to be built with informed judgment rather than by looking at what's already working and doing more of it. That's a genuinely higher-risk starting position than fixing an account that already has some traction, because there's no existing signal to validate the plan is right until real subscribers start responding to it.

What In-box did

• Set up Klaviyo end to end, including integrations, tracking and deliverability foundations, so the account was technically sound before a single subscriber was ever emailed
• Designed sign-up forms built to grow the list without hurting on-site conversion, striking the balance between an incentive strong enough to convert and one that attracts buyers rather than discount-hunters
• Built the full flow set from day one: welcome, cart, browse, post-purchase and win-back, so revenue was being captured automatically from the very first subscriber onward
• Launched a steady campaign programme mixing education-led content with offers, rather than leading on discounts alone, to build engagement habits that hold up long-term

The results

From a standing start, the programme generated $49,698.81 in attributable revenue, the highest raw dollar figure of any case study on this page, which is a notable result for an account that had precisely zero email history to build from just months earlier. Open and click engagement were healthy from the very first sends, which is meaningful evidence in its own right: it suggests the list-building approach attracted genuinely interested subscribers rather than discount-chasers who sign up once for a code and never engage again. The list kept growing month on month throughout the engagement, giving the channel long-term compounding potential rather than representing a one-time result that plateaus once the initial list is exhausted.

The takeaway for brands with no email programme yet: starting from zero isn't a disadvantage, it means there's no bad history to undo and no legacy segmentation mistakes to unwind, the foundations can be built right the first time. Canes Deer Velvet's $49,698.81 in attributable revenue from a genuine standing start is the clearest possible proof that a properly built email programme doesn't need years of history to become one of a brand's most profitable channels.