Results
Zero-to-10.6K
Klaviyo Profiles
303
Daily Leads
34.1%
Welcome Email Open Rate
27%
Average Open Rate
4.08%
Recipe CTR
895
Content Clicks
0.13%
Unsubscribe Rate
FUD's first email campaign did not just land in the inbox, it built it.
Challenge
Starting with no list, no history, and no domain reputation
FUD USA had never sent a single email before. No subscriber base, no previous sends, no established domain reputation, basically, the email marketing equivalent of walking into a kitchen with no ingredients and still having to make dinner.
At the same time, the brand needed to launch a complete Lent content campaign while building its email channel from scratch.
The challenge was not just to grow a database. We had to bring in new leads, activate them correctly, warm the domain progressively, and make sure the first email gave people an actual reason to open the next one.
Insight
People open emails when the content actually makes sense
Growing a list and activating it at the same time can be risky. If the first emails feel generic, people do not open, they do not click, and the channel starts losing strength before it even has the chance to grow.
For FUD, Lent gave the campaign a clear reason to exist. The content was not just brand communication. It was recipes, cultural relevance, and real meal occasions that already mattered to the audience.
That relevance made the emails feel useful rather than forced, helping the campaign turn a seasonal moment into a credible reason to enter the audience’s inbox and build engagement beyond a single send.
Idea
Turn the campaign into a journey, not a one-time send
Instead of treating Lent as a calendar of isolated mass sends, we structured the campaign as an automated flow.
This meant that every new lead entered the sequence from the beginning, no matter when they signed up. Someone who joined halfway through the campaign still received the full experience: every recipe, every message, and every relevant touchpoint in the right order.
At the same time, this helped warm the domain gradually. As the Meta lead magnet brought in new subscribers, Klaviyo became the space where those leads were nurtured with timely, recipe-driven content built to generate engagement from the beginning.
With this approach, FUD’s first email marketing campaign became more than a seasonal activation. It created the foundation for an owned audience with many active profiles, strong early open rates, consistent recipe clicks, and a channel ready to keep growing.
