Case study · Specialist ID
Two emails a week. 171% more revenue YOY.
Specialist ID sells badge holders, lanyards, and ID accessories to everyone from hospitals to schools. Two emails a week could burn a list to the ground. Instead, this March brought in 171% more campaign revenue than March last year, and kicked off a year-over-year growth streak that hasn't stopped since. Here's why theirs keeps clicking.
The setup
Send more.
Annoy less.
The brand
Specialist ID: ID badge accessories at specialistid.com, with a large base of repeat business buyers on Klaviyo. Offices, hospitals, and schools that reorder constantly.
The work
A twice-a-week campaign calendar rotating through product categories, sent only to a tightly managed engaged segment, with never-clickers and recent buyers suppressed on every send.
The numbers · 2026 vs 2025
Five straight months of year-over-year growth. And counting.
Twice a week, zero burnout.
All numbers tracked in Klaviyo. Streak months compare each 2026 month against the same month in 2025 (July compares July 1–17 in both years); click and unsubscribe rates cover April 17 – July 17, 2026.
The sends
What they looked like.
How
What actually moved it.
Only people who read
Every campaign goes to a rolling 90-day engaged segment, not the whole list. Sending to readers instead of everyone is why the click rate sits in double digits instead of the industry's 1–2%.
Ruthless suppression
Never-clickers are suppressed and anyone who bought in the last two weeks is excluded from every send. Nobody gets sold what they just bought, so twice a week never feels like spam.
Product-led cadence
Each send spotlights one category (badge reels, lanyards, visitor management, card printing) so every email is useful to someone specific. The best of them out-earn an average send several times over.
Your turn
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