4/20 Campaign Boosts Great CBD Shop Revenue by $80K+ and Returning Buyers by 22%
Digital Marketing
Table of contents
Inside the Brand: The Great CBD Shop
In an industry flooded with bold claims and aggressive marketing, Great CBD has taken a different route: quiet consistency, product quality, and genuine care. Its product line; focused on pain relief, stress management, and everyday relaxation; isn’t just something people buy. It’s something they depend on. A part of their wind-down routine. Their sleep ritual. Their self-care plan.
This trust isn’t accidental. It’s been earned over time; through clear communication, science-backed benefits, and a brand voice that always puts the customer first.
As one of Optimite’s longest-standing partners, Great CBD doesn’t just look to us for execution; they rely on us for ownership. We manage the full lifecycle of their email marketing:
Strategic planning
Campaign builds
Automation flows
Copy, design, and segmentation
Testing and optimization
When the inbox is their most powerful marketing channel, we’re the team behind it — ensuring every message feels intentional, aligned, and easy to act on.
So when 4/20; the CBD industry’s equivalent of Black Friday; came around, the mission was clear:
This wasn’t just another sale.
This was their Super Bowl week.
And they turned to us with one expectation:
Make it count.
The Stakes: One Week to Outperform the Whole Year
For most brands, Black Friday is the big event. For CBD companies? It’s 4/20.
Great CBD knew this was their single biggest revenue opportunity of the year. But there was a challenge; and a big one:
No paid media.
No SMS.
No retargeting.
Due to platform restrictions around CBD products, they had to rely entirely on email. No second chances. No backup channels.
That meant every subject line, every CTA, every pixel; had to work harder.
Our Role: Retention Partners, Not Just Email Builders
From the moment planning started, Optimite stepped into the driver’s seat. We weren’t just here to write emails. We were here to make sure the campaign succeeded.
Here’s what that looked like behind the scenes:
Campaign Calendar: Pacing for Performance
We mapped out a 7-day send sequence; balancing warm-up, urgency, and storytelling. Every day had a job to do. No inbox fatigue. No filler.
Segmentation: Talking to the Right People
We split the audience by:
New vs. returning customers
Engaged vs. cold leads
Because a first-time buyer shouldn’t hear the same message as someone who’s bought 3 times in 6 months.
Copy That Converts and Complies
CBD brands walk a tightrope with language. Our writers crafted messaging that:
Created urgency without exaggeration
Built trust without sounding clinical
And stayed 100% compliant, every word
Visual Design Built for Scroll-Stopping
Every layout was built in Figma, optimized for mobile, and aligned with the brand’s clean, calming aesthetic. No clutter. No screaming offers. Just clarity and ease.
Modular, Fast, Foolproof Klaviyo Execution
We developed each campaign in Klaviyo, using a modular email framework that let us pivot fast, test faster, and scale without glitches.
A/B Testing + Live Optimization
Subject lines, preview text, CTAs; we tested everything. But we didn’t stop there. Throughout the week, we adjusted email cadence and messaging in real time based on what the numbers told us.
The Campaign Story From Tease to Thank You
The 4/20 campaign wasn’t a promotion. It was a journey; built to move subscribers from awareness to action to brand love.
Teaser / Save the Date
A whisper, not a shout. We hinted that something big was coming; and let curiosity do its work.VIP Early Access
Loyalty deserved a reward. Our most engaged subscribers got first dibs; and responded fast.Launch Announcement
The full reveal: the offer, the bundles, the benefits. Crisp copy. Clear CTA. No confusion.Product Highlights
Not everyone is ready to buy after one email. So we gave them more; real education around benefits, use cases, and value.Urgency / Ends Soon
A gentle push. No scare tactics. Just a reminder that good things don’t last forever.Last Call
Now or never. This email was designed to cut through the noise and close the loop.Thank You + Post-Sale Nurture
After the sale, we didn’t go quiet. We said thanks, shared tips, and reminded new buyers what makes Great CBD… well, great.
The Numbers: One of Their Best Weeks Ever
In just 7 days, Great CBD saw results that most brands would expect from a full-blown, multi-channel effort. But this? This was powered by email alone; and it proved just how far a smart, well-timed campaign could go.
Here’s how the numbers stacked up:
$80,000+ in total email revenue
Revenue didn’t just trickle in; it surged. This one campaign became the brand’s biggest email revenue driver of the year, validating their decision to double down on lifecycle marketing and abandon reliance on ad channels they couldn’t control.
43% average open rate across all emails
The list was primed, segmented, and served relevant content at the right time; and the engagement reflected that. From teaser to last call, people stayed tuned in.
12% average click-through rate
Peak performance on Launch and Urgency emails.
The campaign’s pacing and copy strategy created clear paths to action, especially when it mattered most: at the start and the close.
22% increase in returning buyer conversions
Beyond first-time customers, the campaign reignited loyalty. Repeat buyers came back in stronger numbers than ever, showing the power of email to not just drive purchases; but deepen relationships.
99.5% deliverability
Inboxing stayed flawless, even under pressure.
Even during peak days with back-to-back sends, our infrastructure held strong. No spikes in spam. No domain reputation issues. Just reliable, polished deliverability.
Long-Term Wins Built for Now, Ready for Later
This wasn’t just a one-off success. The 4/20 campaign became a blueprint; a high-performing system the client now leans on every time a major promotion rolls around.
It gave their internal team more than just results; it gave them clarity, control, and a sense of repeatable confidence. They now walk into sales periods like Labor Day and BFCM with a proven playbook in hand.
No scrambling. No reinvention. Just smooth execution backed by data.
Proved that email-only campaigns can rival multi-channel strategies
Re-engaged cold leads through smart segmentation and timing
Created a reusable framework now used for Labor Day, BFCM, and other promos
Strengthened the brand's position as calm, credible, and customer-first
The real win?
This wasn’t just a great campaign; it was a shift in how the brand thinks about email.
They now see email not just as a retention channel…
But as a primary driver of growth, brand equity, and long-term customer trust.
Ready to Build Your Highest-Converting Campaign Yet?
If your team is juggling too many moving parts,
If your list isn’t converting like it should,
If your biggest revenue weeks still feel like a scramble rather than a system;
You’re not alone; and you don’t have to keep doing it the hard way.
At Optimite, we’ve helped brands like Great CBD turn one-channel constraints into six-figure success stories. We know how to take what’s already working, strip away the inefficiencies, and build a machine that just works; week after week, promo after promo.
You don’t need more tools.
You need a team that knows how to think, plan, and execute; all in one motion.
That’s where we come in.
Let us take email off your plate.
We’ll bring the strategy, the segmentation, the copy, the design, the builds; everything.
You bring the product, the vision, and your next big goal.
And together? We’ll turn your next campaign into your best one yet.
