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4/20 Campaign Boosts Great CBD Shop Revenue by $80K+ and Returning Buyers by 22%
With no paid media or SMS available, Great CBD relied entirely on email for their biggest sales week of the year. Optimite built a 7-day campaign that generated $80K+ in revenue and a 43% average open rate.
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. Their product line — focused on pain relief, stress management, and everyday relaxation — isn't just something people buy. It's something they depend on.
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, segmentation, testing, and optimization.
The Stakes: One Week to Outperform the Whole Year
For CBD companies, 4/20 is their equivalent of Black Friday — the single biggest revenue opportunity of the year. But there was a major challenge: 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. The mission was clear: Make it count.
Our Role: Retention Partners, Not Just Email Builders
From the moment planning started, Optimite stepped into the driver's seat. We mapped out a 7-day send sequence — balancing warm-up, urgency, and storytelling. We split the audience by new vs. returning customers and engaged vs. cold leads.
Our writers crafted messaging that created urgency without exaggeration, built trust without sounding clinical, and stayed 100% compliant. Every layout was built in Figma, optimized for mobile, and aligned with the brand's clean, calming aesthetic.
We developed each campaign in Klaviyo using a modular email framework that let us pivot fast, test faster, and scale without glitches. Subject lines, preview text, CTAs — we tested everything and adjusted 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 → VIP Early Access → Launch Announcement → Product Highlights → Urgency / Ends Soon → Last Call → 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 great.
The Numbers: One of Their Best Weeks Ever
$80,000+ in total email revenue — the brand's biggest email revenue driver of the year. 43% average open rate across all emails. 12% average click-through rate. 22% increase in returning buyer conversions. 99.5% deliverability even during peak back-to-back sends.
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.
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. The brand now sees email not just as a retention channel — but as a primary driver of growth, brand equity, and long-term customer trust.
