Case study · Beverage · DTC
Growing Hint's DTC business, with email driving 25–30% of revenue.
I built Hint's email channel from the ground up and ran it for nearly four years. Email often accounted for 25–30% of DTC revenue as the brand grew to over $100 million in total revenue.
Head of Retention & Lifecycle Marketing, contract · 2015 to 2019
- Of DTC revenue from email
- 25–30%
- Total brand revenue
- $100M+
- Running the channel
- ~4 yrs
The situation
Where Hint Water was
Hint needed an email channel built from scratch, plus someone to grow it and run it week to week as the DTC business scaled.
The approach
What I did
01
Build from zero
Built the Klaviyo foundation and managed the email vendor relationships.
02
Automate the essentials
Built and managed the welcome, abandoned cart, and win-back flows that turned site visitors and first-time buyers into repeat customers.
03
Run the campaign calendar
Set up and QA'd weekly promo, content, and retention campaigns.
04
Test and report
Ran a testing program on creative, subject lines, from names, and send times, kept the list clean and compliant, and delivered weekly and monthly reporting.
The results
What changed
A well-run email channel isn't a side project. At Hint it became one of the biggest drivers of DTC revenue.
- Exponential growth in the DTC business
- Email often accounted for 25–30% of DTC revenue
- Supported the brand's growth to over $100 million in total revenue
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Next step
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