Before
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Single-image hero with stacked copy.
BRCG Case Study
From mass email to a revenue channel.
BinkyBro had email and SMS running, but neither was pulling its weight. We took over both channels end to end, migrated to Klaviyo and Postscript, rebuilt every flow on brand, and turned a generic program into +23.2% email revenue YoY and $1.6M in SMS.
+23.2%
Email revenue year over year
$1.6M
SMS revenue via Postscript
+75%
Flow conversions after the rebuild
121K+
SMS subscribers built on Postscript
The Challenge
Two channels running, neither pulling weight.
BinkyBro had email and SMS programs live, but they were coasting. Campaigns were generic, flows were basic templates with no brand alignment, and there was no systematic approach to segmentation or testing. SMS growth had stalled. Both channels needed a complete overhaul.
01
Generic campaigns
Campaigns went out as one-size-fits-all blasts. No segmentation, no systematic testing, no way to know what actually moved revenue.
02
Basic template flows
Flows ran on default templates with no brand alignment. The visual design did not match BinkyBro's personality.
03
Underpowered SMS
SMS was underperforming with limited subscriber growth and no real integration with the email program.
Our Approach
Own every channel, end to end.
A full migration to Klaviyo, a lifecycle redesign, and brand-aligned creative across every touchpoint, with Postscript layered in for SMS so email and text reinforce each other instead of competing.
01
Migration to Klaviyo
Full migration from the legacy ESP to Klaviyo on a fresh foundation.
- Deliverability audit and list cleanup
- Every existing flow rebuilt from scratch
- A/B testing framework for subject lines, CTAs, and send timing
02
Lifecycle redesign
Welcome series refresh plus net-new flows, each one tested and tuned.
- Abandoned cart and browse abandonment
- Post-purchase and replenishment sequences
- Customer win-back for lapsed buyers
03
Brand-aligned creative
Every template rebuilt against BinkyBro's visual identity.
- Cohesive imagery and stronger CTAs
- Mobile-first layouts across every send
- Replaced the basic mass-email templates
04
Postscript SMS rebuild
Migrated SMS to Postscript and layered it into the lifecycle alongside email.
- Redesigned subscribe flow to grow the list
- SMS timed to reinforce email, not compete with it
- Grew to 121K+ subscribers and $1.6M in revenue
The Result
Email revenue up 23.2% year over year.
Running email and SMS end to end grew email revenue 23.2% YoY and lifted flow conversions 75%. Postscript SMS generated $1.6M in revenue from 121K+ subscribers, and campaign open rates improved 20% through hands-on testing and segmentation. A basic mass-email program became a measurable revenue driver.
Proof of Work
The old flows. The rebuild.
Three real flows from the BinkyBro lifecycle, before and after the rebuild. Same audience, same product, redesigned templates.
After
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Modular blocks, clearer hierarchy, dark hero.
Before
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Dense product grid, no clear CTA.
After
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Tighter grid, single primary action.
Before
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Heavy text body, no segmentation.
After
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Lifestyle imagery, segmented copy.
From the BRCG Team
“BinkyBro had two channels running and neither was pulling weight. We took email and SMS end to end, rebuilt every flow on brand, and turned a generic program into their strongest revenue channels.”
Kodie Critzer
Founder & CEO, BRCG · Ran the BinkyBro engagement
Stack
KlaviyoPostscriptShopifyLifecycle automationA/B testing
FAQ
Questions, answered.
What did BRCG do for BinkyBro?
BRCG ran full-service email and SMS for BinkyBro. We migrated the program to Klaviyo and Postscript, rebuilt the entire lifecycle, redesigned every template against the brand, and ran campaigns end to end.
What results did BinkyBro see?
Email revenue grew 23.2% year over year, flow conversions rose 75%, and Postscript SMS generated $1.6M in revenue from 121K+ subscribers. Campaign open rates improved 20% through segmentation and creative testing.
What platforms did the BinkyBro engagement use?
Klaviyo for email, Postscript for SMS, and Shopify for commerce, with a custom A/B testing framework layered across the lifecycle.
How long has BRCG worked with BinkyBro?
It is a multi-year engagement. BRCG works month to month, and clients like BinkyBro stay for years.
More Work
Related case studies.
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