Case study · Canadian DTC · campaign rework
A campaign that made $0 earned CA$651 in 24 hours after a rework.
revenue in 24 hours
open rate, up from 60.2%
what the original earned
The starting point
A July 2025 campaign had strong engagement, a 60.2% open rate, and earned nothing. The audience responded, but the email had no clear path to purchase: the offer was buried and the call to action was weak.
What we changed
- Kept the original layout that had already proved it could earn opens and clicks
- Added an offer banner above the fold and led with the offer
- Made the primary call to action dominant and rewrote the copy around a reason to buy
- Sent it to a more relevant behavioral segment
The results
The reworked campaign went out in February 2026 to 8,179 recipients. It earned a 70.3% open rate and CA$651.86 within 24 hours, with no redesign and no extra sends.
The layout stayed the same. The offer moved above the fold and the main button got bigger.
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