White Duck Outdoors
Industry: Outdoor Gear/ E-commerceServices: Email/ SMS Strategy & Marketing, Photography, Product Launch StrategyHow we turned an inherited inbox into $1.4M in revenue.
White Duck Outdoors makes high-quality canvas tents, gear, and accessories for people who take the outdoors seriously.
When we came on board in January 2025, White Duck had an existing Klaviyo account. The infrastructure was there, but the potential wasn't being realized. The design lacked visual cohesion, the flows weren't fully optimized, and email and SMS were operating independently of each other. For a brand competing in a high-consideration category where a customer might spend weeks researching before buying, the inbox is one of the most powerful places to build trust. It just wasn't doing that yet.
The Challenge
Inheriting an account is a different challenge than building one. The bones are there, but so are the habits, the legacy flows, and the gaps that have compounded over time. For White Duck, we identified four core areas that needed attention.
Building on an existing foundation, not from scratch.
Inconsistent Design
Emails lacked a cohesive visual identity. Templates varied in layout, typography, and feel, making it hard for subscribers to build a strong brand association.
Underperforming Flows
Automated flows were live but not optimized. Sequences didn't fully reflect White Duck's brand voice, and some weren't aligned with MAP policy constraints on promotional language.
No Omnichannel Strategy
Email and SMS were being sent independently. There was no coordinated approach to how the two channels worked together across the customer journey.
Brand Compliance Gaps
White Duck operates under a strict MAP policy with specific promotional windows and discount limits. Not all messaging respected those guardrails, creating risk for the brand.
“We create touch points that are impossible to skip”
A full channel transformation, built to last.
Design and branding overhaul. We rebuilt the email template system from the ground up, anchoring every send in White Duck's visual identity: bold outdoor photography, clean layouts, and consistent use of brand colors and typography. The goal was for every email to feel unmistakably White Duck, whether it was a product launch, a seasonal promotion, or a post-purchase thank you. We developed a flexible design system that could scale across campaign types without losing consistency.
Flow optimization. We audited every automated flow and rebuilt the sequences that weren't performing. Timing, messaging, and structure were all updated to reflect the brand's voice: approachable, informative, and never pushy. We also made sure every flow was MAP-compliant, which for a brand like White Duck is non-negotiable. Promotional language, discount amounts, and timing all had to respect the approved windows outlined in White Duck's policy. Getting this right protected the brand's retailer relationships and pricing integrity.
Omnichannel coordination. We built a sending strategy that treated email and SMS as one system rather than two separate channels. SMS acts as the amplifier: it gets in front of subscribers at the right moment during a promotional window or product drop. Email does the storytelling and the selling. Together, they create a more complete experience that moves people from awareness to purchase without feeling repetitive or overwhelming.
Promotional calendar strategy. White Duck's MAP policy defines specific promotional windows throughout the year, including Memorial Day, Independence Day, Prime Day, Labor Day, and Black Friday. We built a campaign calendar around those windows, planning creative and messaging well in advance so every send was intentional and compliant. That structure also let us maintain a strong sending cadence without burning out the list between promotions.
Content that earns attention. Beyond promotions, we developed a mix of campaign types: new product launches, competitive positioning content, brand storytelling, and giveaways. White Duck's audience is knowledgeable and discerning. They respond to content that respects their intelligence, gives them real information, and helps them make confident decisions. That informed everything we wrote.
Our Impact
Understanding the holistic vision between product photography, email marketing, design, we were able to implement an entire email/sms launch strategy alongside White Duck’s internal team
Increased brand visibility among cold-weather and shoulder-season campers
Positioned White Duck products as reliable in new, more rugged environments
Expanded audience perception beyond fair-weather camping into year-round usability
Delivered high-performing visual assets that elevated campaign quality and engagement