Salt & Wyld

CASE STUDY

Building a Revenue-Ready Ecosystem for Mahj & Co.

How we scaled an e-commerce subscriber list by 38% while simultaneously lifting engagement to a benchmark-crushing 42.8% sustained open rate.

The Operational Friction

For an e-commerce brand, a large email list is only as valuable as the trust it commands. When we partnered with Mahj & Co., the goal was not simply to send more campaigns, but to architect an owned-marketing channel that compounded in value over time. In an industry that often relies on volume—blasting the list, pushing the sale, and accepting the inevitable churn—their email needed to evolve from a promotional megaphone into a highly engaged, revenue-ready ecosystem.

The Strategic Architecture

We implemented an architecture focused on list health, rigorous segmentation, and subject line authority. Rather than accepting the standard e-commerce trap where audience growth dilutes engagement, we built systems to ensure that scale actually strengthened the ecosystem. We introduced strategic launch mechanics, utilized demand-signaling language, and paced the content to ensure every send felt valuable, not noisy. The strategy was to protect the brand's premium aesthetic while ruthlessly driving bottom-line revenue.

The Compounding ROI

The resulting metrics completely shattered e-commerce industry standards. Across the entire dataset, our execution delivered a sustained 42.8% average open rate (+114% above the industry benchmark) and a 2.9% click rate. Even more impressively, as we scaled the list to achieve 38% net growth in total subscribers, the engagement didn't dilute—it skyrocketed. From our first month to the last, the average open rate climbed by an additional 10.7 percentage points. During our peak launch, a perfectly timed scarcity campaign ("It’s Back ✨") drove a massive 58.6% open rate and a 5.4% click rate, becoming the highest revenue-driving send of the period. We didn't just capture attention; we engineered deliberate, scalable action.

"We didn’t just ‘send emails’ for Mahj & Co. We built a compounding asset. In an era of unpredictable algorithms, benchmark-crushing retention on an owned channel isn’t optional. It is the ultimate operational leverage." — Ashley Slaven, Salt & Wyld

The Details

Client Summary:

Mahj & Co. designs modern Mahjong sets that celebrate connection, community, and meaningful time together. Bringing people together one tile at a time.

Client Industry:

E-Commerce

Client Website:

https://mahjandco.com

Engagement Timeline:

Sustained Retainer (6 month measurement)

Services Rendered:

Brand Strategy, Email Architecture, Campaign Execution

Tools Used:

Klaviyo, Canva

WORK WITH US

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Salt & Wyld

A strategic creative studio turning intuition into infrastructure.

SALT & WYLD