Upperdeckys
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UpperDecky has disrupted the caffeine market with their innovative delivery system—premium caffeine pouches that pack a powerful 200mg punch. Founded by Cheddy, a member of Full Send and an influencer and comedian with over 1 million followers, the brand leverages authentic cultural relevance that resonates deeply with its target audience. With over 100,000 cans and 1.5 million pouches sold in just two years, they've rapidly captured a devoted following among the 18-35 demographic seeking hands-free, crash-free energy solutions. Competing in a high-growth category against traditional energy drinks, UpperDecky has positioned itself as the smarter alternative—chemical-free, sugar-free, and exponentially more cost-effective
UpperDecky needed to transform their email marketing from basic announcements to a revenue-driving machine. The mission: boost their returning customer rate from 20% to 30%, scale monthly email revenue to $20K within 90 days, and build toward $60K monthly email revenue within a year—all while maintaining their explosive growth trajectory of approximately 100 new customers every 1-2 days.
Our strategy centered on one undeniable truth: caffeine delivery is stuck in the past. We positioned UpperDecky as the revolutionary alternative, flipping competitor weaknesses to our advantage. While the brand was already driving significant traffic through Meta ads, their email marketing was drastically underperforming with open rates below 1% and minimal conversion.
We completely redesigned their approach with a multi-tiered strategy:
Segmentation Revolution: We identified and separated new vs. returning customers, creating targeted journeys with escalating discount ladders (30% for new customers, 20% for returning customers).
Value-First Content: Beyond promotions, we developed educational email series covering caffeine science, comparative analyses between delivery methods, and product innovation stories—establishing UpperDecky as a category authority.
Abandoned Cart Automation: We implemented sophisticated cart recovery sequences, recapturing lost sales with perfectly timed reminders and incentives.
Strategic Campaign Calendar: We orchestrated four monthly campaigns, including product launches (like their limited-edition Candy Cane flavor), value-based newsletters, and targeted winback campaigns for customers inactive for 45+ days.
Our email marketing strategy transformed UpperDecky's business, driving a 210% increase in email-generated revenue within just 90 days. The welcome journey boosted returning customer rates from 20% to 34%, exceeding their initial 30% target. Monthly email revenue surged to $22,500 by month three—12.5% above their goal—putting them on track to exceed their 12-month target of $60,000 monthly email revenue.
Beyond pure revenue, our educational content series helped establish UpperDecky as a category leader, with open rates jumping from 0.9% to 4.7% and click-through rates increasing by 215%. The abandoned cart automation alone recovered an additional $7,200 monthly in previously lost sales.
We designed comprehensive email journeys spanning 30-45 days for both new and returning customers, strategically moving prospects through awareness, consideration, and purchase phases with targeted content and escalating offers.
Our team developed striking, conversion-focused creative that perfectly balanced UpperDecky's bold brand voice with compelling offers. Headlines like "Ditch sugar-filled drinks with nasty ingredients" and "This $9 can replaces $112 worth of energy drinks" drove exceptional engagement.
We continuously refined campaigns through A/B testing and performance analysis, optimizing send times, subject lines, and offer structures to maximize engagement and conversion. Our data-driven approach ensured consistent improvement month over month.
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