CASE STUDY

Scaling Email Across Four DTC Brands: How Brafton Built a High-Volume Revenue Engine for 33 Threads

700+ marketing emails. Four distinct consumer brands. One integrated Brafton team managing the work from strategy and project management through copy, design, production and launch.

33 Threads is the parent company behind four direct-to-consumer brands: TAVI, ToeSox, Vooray and Mizu. Each is unique, with distinct branding, products and audience needs, and requires its own approach to email.

TAVI combines technical performance with an aspirational athleisure aesthetic. ToeSox leans into product construction and functionality. Vooray sells bags and accessories to an active, urban audience, while Mizu focuses on reusable drinkware and sustainability.

From a consumer perspective, they’re four distinct brands. Behind the scenes, Brafton works across all four email programs, helping decide what gets sent, developing the campaigns and managing the process through production and launch — without fusing their identities.

THE CHALLENGE

Four Brands, Four Calendars & a Lot of Email

Given the scale and pace required of this account, the first two months of our partnership with 33 Threads focused primarily on onboarding and planning to ensure maximum clarity and alignment.

The challenge wasn’t to produce email creative, but to do it consistently at a significant scale.

Divided across all four brands, our client required roughly 8-10 weekly campaigns as a baseline. Audience-specific versions, B2B communications and other email variations add to that weekly cadence.

Each campaign has its own moving pieces and requires definitive direction on:

Featured products.
Available stock.
Campaign messaging and communication.
Upcoming promotions or launches.

Product photography.
Copy and creative.
Email deadlines and send dates.

Multiply those across four brands and dozens of campaigns in various stages of production, and coordination, consistency and collaboration become just as important as the final emails themselves.

Keeping Each Brand Distinct

Increasing campaign volume was only half the challenge.

TAVI, ToeSox, Vooray and Mizu each have their own audiences, product catalogs, photography, fonts, visual identities and commercial priorities. Creating one email system and repeating it four times was never an option.

Working from an incongruous starting point, our teams needed a way to increase production while also introducing more creative consistency without sacrificing each brand’s character.

THE SOLUTION

Email marketing strategy

Copywriting & editorial

Design

Klaviyo production

Project management & QA

Performance optimization

At this scale, it’s unrealistic to treat each and every email like an individual project. Instead, Brafton built a repeatable process that could support every campaign across each brand.

Project Management and Our 12-Phase Lifecycle

Each email moves through a custom 12-phase workflow covering strategy, editorial, client approval, asset gathering, design, production, QA, scheduling and launch.

Along the way, there are three formal Brafton project management QA reviews — one each for copy, design and the final email build — as well as three client approval checkpoints.

This process enables us to move several campaigns forward at once. While one email is with the client for approval, another can be in design and another can be built in Klaviyo. Editorial, design and production aren’t waiting in line behind one another.

Our project management team keeps track of it all through a centralized production calendar, managing capacity, approvals, deadlines and client inputs across the four brands.

That process has helped us sustain an average of roughly 74 marketing emails per month.

Visual Design & Branding

Our designers also worked to make the creative process more scalable.

First, we created email-specific brand guidelines covering details like module dimensions, font hierarchy, button styles and other visual preferences. We also moved email design into Figma from Photoshop, giving both our teams and 33 Threads stakeholders one place to access brand guidance, templates and working files. This also made it easier to review an entire month of emails rather than each send in isolation.

Thorough Competitor Analysis

Our designers also looked at how competing brands approached email and how they expressed their identities more broadly. The goal wasn’t to copy competitors, but to identify where strong brands created visual consistency and distinct personalities, then use those lessons to strengthen 33 Threads‘ own email creative.

We then built 51 reusable email templates across the brands, organized into five categories:

General.
Color Story.
Sock Feature.
Sales.
Testimonials.

Each category included several unique layout options, enabling visual variety at scale without locking the brands — and their audiences — into the same creative every week.

Building Creative Solutions for Creative Problems

With undertakings of this scale, it’s not uncommon for challenges to arise even with solid, bespoke processes in place. Addressing those challenges requires proactive problem-solving to keep campaigns on track.

Take TAVI, for example. The brand’s recurring styling emails show customers different ways to wear their apparel. But there isn’t always finished photography available for the click-catching looks we want to create.

So, our design team developed creative workarounds, including AI-assisted imagery, effectively becoming TAVI stylists and building outfits around the products featured in each campaign.

It’s a good example of how embedded our teams have become. When something is missing, the work doesn’t simply stop while we hand the problem back to 33 Threads. We ask, “How can we solve it?”

Making Every Campaign Work Harder

Producing roughly 74 emails a month doesn’t mean much if customers aren’t interested in receiving them.

To ensure consistent engagement and results, our email strategy team continually evaluates trends, brand messaging, current inventory, upcoming launches, previous campaign performance, seasonal relevance, recent sends, customer behavior, website merchandising and other activity happening across 33 Threads‘ other marketing channels.

Our goal is to make our client’s broader email calendar commercially productive without relying exclusively on urgency-based messaging, discounts, sales and promotional tactics to generate revenue.

Effective audience targeting and segmentation is a critical piece of that puzzle.

TAVI and ToeSox each have email audiences exceeding 100,000 contacts, but that doesn’t mean every campaign goes to everyone. Segmentation helps us determine which subscribers should receive a particular message based on variables such as the campaign itself, relevance and engagement, so we can reach contacts most likely to convert.

THE OUTCOME

Turning Email Into a Major Revenue Channel

700+

marketing emails & counting.

24%

increase in peak-season email-attributed revenue YoY.

210%

increase in automated flow revenue.

33%+

of total revenue consistently driven by email.

Over 10 months, the Brafton team delivered more than 700 marketing emails across the 33 Threads portfolio. That’s roughly 74 emails every month, all moving through the same strategy, production, approval and QA process.

Peak-season email-attributed revenue increased 24% year over year, while automated flow revenue increased 210%. Overall, email consistently contributes more than one-third of total company revenue.

A Record-Setting TAVI Promotion

One TAVI promotion in March provides a closer look at what that can mean at the campaign level.

Compared with the relevant benchmark, the promotion delivered:

106% increase in campaign-attributed revenue.
82% increase in total promotional revenue.
94% increase in revenue per recipient.
75% increase in orders.
58% increase in conversion rate.
53% increase in unique clicks.

Campaigns have become an especially important part of the wider email channel, too.

During the periods reviewed, ongoing campaigns generated more than half of email-attributed revenue for both TAVI and ToeSox.

For TAVI, campaigns generated six-figure revenue over a six-month reporting period and accounted for roughly 54% of email revenue.

Other results we’ve achieved are harder to capture in Klaviyo.

Compared to the beginning of our partnership, our design team reports fewer feedback loops and a more streamlined approval process after introducing clearer creative standards. The competitor analysis, in particular, became a turning point that helped move conversations beyond individual design requests and into broader discussions about brand strategy.

Scope has expanded, too, as we also supported SMS migration, technical configuration and automated flow setup.

Our partnership today is the epitome of creativity, collaboration, clarity, and, most importantly, trust. 33 Threads doesn’t simply hand us a list of emails to create. Brafton is involved from the earliest campaign decisions through the moment an email is ready to send:

Our project managers run the calendar.
Our strategists determine what each brand should say.
Our writers develop the messaging.
Our designers create and curate the visual experiences.
And our production team builds, tests and prepares each campaign for launch.

That’s what has allowed the program to grow without reinventing the process every time another campaign — or another brand — enters the calendar.

Email Like a Well-Oiled Machine

Managing hundreds of campaigns across four consumer brands takes: a team that understands the brands well enough to make informed decisions, a process that keeps campaigns moving simultaneously, and a creative system flexible enough to support volume without making every email feel the same.

That’s the role Brafton has grown into for 33 Threads — not simply producing emails, but helping operate an email program responsible for a significant share of our client’s revenue.

Looking for an email marketing partner that can become part of your team? Let’s talk.