For multi-category retailers, broadcasting to everyone means converting no one.

401 Games wasn't just selling one thing—they were selling to completely different customer segments with completely different interests. Pokemon collectors don't care about board game releases. RPG players aren't opening emails about sports cards.

Every campaign sent to the entire list was paying to annoy 70%+ of recipients while under-serving the 30% who actually cared.

The opportunity was massive: implement intelligent segmentation and automation to send relevant messages to the right people—and stop wasting money sending to everyone else.

We stopped broadcasting and started targeting based on customer interests and purchase behavior.

The approach:

• Product category segments: Pokemon enthusiasts got Pokemon campaigns. MTG players got Magic campaigns. Board gamers got board game releases.
• Behavioral targeting: Customers who browsed but didn't buy got browse abandonment. Recent purchasers got suppressed from aggressive sales campaigns.
• Interest-based messaging: Each segment received content they actually cared about, dramatically improving conversion rates.

The impact: More sends to qualified audiences, fewer sends to unqualified ones—better results at lower cost

We implemented flows that captured revenue at every stage of the customer journey.

What we built:

• Browse abandonment: Recovered customers who viewed products but didn't purchase
• Abandoned cart recovery: Captured incomplete transactions with targeted follow-up
• Post-purchase flows: Encouraged repeat purchases and cross-category discovery
• Welcome series: Introduced new subscribers to the brand and product categories
• Re-engagement sequences: Brought dormant customers back without list-wide discounting

The result: Automated revenue capture from customers at the exact moment they were ready to buy

We launched three campaign series that hadn't existed before—each targeting specific customer segments.

The initiatives:

• Buy List campaigns: Targeted customers interested in specific high-demand products ($95K from single send)
• RPG Weekly Digest: Consistent engagement for tabletop RPG enthusiasts ($33K+ per send)
• Trade-In Tuesday: Focused on Pokemon trading card collectors ($66K total series revenue)

The outcome: New revenue channels that didn't cannibalize existing campaigns because they targeted different segments

We reduced Klaviyo costs while improving performance through smarter suppression and targeting.

The strategy:

• Sophisticated suppression lists: Never Engaged, Invalid, Hard Bounced—stopped paying to send to unqualified recipients
• Qualified audience targeting: Only sent to customers likely to convert, not the entire database
• Follow-up campaigns: Targeted non-openers with different messaging instead of resending to everyone

The result: Lower costs, better deliverability, higher conversion rates

Holiday Dominance:

• Boxing Day: $276K (1,519 conversions)
• Black Friday: $264K (1,651 conversions)
• Cyber Monday: $186K (1,010 conversions)
• Combined holiday revenue: $540K+

Category Excellence:

• Pokemon campaigns: $68K-$146K per send
• Magic: The Gathering: $54
• KYu-Gi-Oh: $31K
• Sports Cards: $32K

New Initiative Success:

• Buy List single campaign: $95K
• RPG Weekly Digest: $33K+ per send
• Trade-In Tuesday series: $66K total

401 Games proves that the problem isn't how many emails you send—it's who you're sending them to.

Daily blasts to your entire list feel productive. But when you're selling multiple product categories to distinct customer segments, you're paying to annoy most of your list while under-serving the people who actually care.

The breakthrough wasn't sending more emails. It was sending the right emails to the right people: Pokemon collectors got Pokemon campaigns. RPG players got RPG content. Recent buyers got different messaging than lapsed customers.

By implementing category-based segmentation, behavioral automation, and cost optimization, we transformed email from a volume play into a precision instrument. Monthly revenue grew 165%. Peak campaigns generated 502% more revenue. And costs decreased through smarter targeting.

Broadcasting to everyone converts no one. Targeting the right people converts everyone.