Brand: CODE 118
Niche: Everyday Carry (EDC) Essentials
Service: Email and SMS

The Brand

CODE 118 was created to redefine everyday carry. Inspired by the 118 elements of the periodic table, the brand designs high-performance essentials made with carbon fiber, aerospace aluminum, and titanium. These products serve creators, adventurers, and problem-solvers who want minimalist, durable, premium gear without luxury markups.

The Results (Nov 1 to Nov 30, 2025)

In 30 days, the optimized email system generated:

• Attributed revenue: $1,153,519.13

• Growth vs previous period: +164%

• Email contribution to attributed revenue: 100%

• Flow revenue: $821,111.82 (71.18%)

• Campaign revenue: $332,407.31 (28.82%)

• Revenue per recipient: $0.18

Baseline

• September attributed email revenue: $372,954.40

• November attributed revenue: $1,153,519.13

• Growth: +164% in 60 days

The Challenge

Before the rebuild, CODE 118 experienced:

• No consistent email schedule

• Weak segmentation that reduced deliverability

• Underperforming flows

• Low urgency in campaigns

• Unpredictable engagement

• Heavy reliance on promotions without lifecycle support

Our Strategy

We created a structured, high-intent lifecycle program focused on consistency, segmentation, and purchase behavior.

1. Predictable Sending Rhythm

A clear sequence was introduced for Black Friday and holiday campaigns.

This included launch messages, reminders, last-call sends, plain text moments, and educational content.

2. Segmentation Based on Intent

Audiences were separated by:

• Activity windows

• Click behavior

• Purchase history

• Product interest

This improved inbox placement and performance.

3. High-Clarity Subject Lines

Subject lines were short and value-focused, which produced consistent open rates above 70%.

4. Full Lifecycle Rebuild

We improved or rebuilt:

• Welcome

• Add to Cart

• Cart Abandon

• Checkout Abandon

• Browse Abandon

• Site Abandon

• Post Purchase Bounce Back

• Winback

Campaign Performance
(7 Emails Sent)

Across seven campaigns:

• Average open rate: 74.11%

• Average click rate: 0.99%

• Revenue per recipient range: $0.06 – $0.18

Key Insights

• Highest open rate: #1 at 76.73%

• Highest click rate: #2 at 1.25%

• Highest revenue per recipient (RPR): #2 at $0.19

Flow Performance

Flows produced:

• Total flow revenue: $698,595.15

• Share of attributed revenue: (calculated once total revenue is provided)

Why These Flows Performed

• High-intent touchpoints (Added to Cart, Checkout Started, Viewed Product) captured users closest to purchase

• Strong segmentation + behavioral triggers delivered messages at the right moment

• A/B testing improved performance on top-of-funnel entries

• Checkout Started (#4) generated $1.64 per recipient, making it the strongest individual touchpoint across all flows

Why This System Worked

• A consistent cadence improved open behavior

• Targeted segmentation protected deliverability

• Clear value messaging increased clicks

• A strong mix of plain text and branded designs helped inbox placement

• Lifecycle flows captured intent throughout the customer journey

The result was a predictable system rather than a single promotional spike.

Final Impact

After implementing this complete lifecycle strategy, CODE 118 achieved:

$1,153,519.13 in email driven revenue in one month

+164% growth vs previous period

More than $821,000 from flows

Consistent open rates above 70% across all campaigns