How bold, fun, and relevant copy helped recover 15% of FCTRY's abandoned carts

FCTRY creates action figures based on U.S. political heroes (and villains). After several successful Kickstarter campaigns, they were ready to use advanced email marketing to acquire new customers and build relationships to keep them coming back for more.

  • +13.8% welcome experience conversions
  • +15% abandoned cart conversions
Three action figure toys of smiling women politicians wearing suits; left wears white, center wears red blazer and glasses, right wears a gray suit with a pearl necklace.
Client FCTRY
Industry Collectibles
Website fctry.com

Fuel Made's Role

  • Full Service Email Marketing
  • Copywriting
Abandoned cart email: A screenshot showing an action figure of a blond-haired man in a suit with the headline 'SAD!', offering a 10% discount code to complete the cart, and two boxed political action figures displayed below.
Promotional email design featuring two action figure characters in suits standing on either side of the headline 'Nevertheless we’re persisting', with an enamel pin graphic above a call-to-action section inviting customers to claim a themed pin and a button labeled 'Get my supreme accessory'.

the challenge

Turning political satire into a profitable email channel

FCTRY had built a strong following around their witty action figures, but lacked a cohesive email strategy to convert and retain those fans.

Building relationships beyond Kickstarter

While Kickstarter fueled early success, the brand needed a long-term system for nurturing customers and driving repeat sales through owned channels.

Three pop-up windows on a bright blue background: left pop-up shows a hand with text offering a free enamel pin and buttons reading 'Yep, I need that' and 'No thanks'; middle pop-up features a denim jacket with an enamel pin and a form to enter an email address to get a gift; right pop-up displays bold text saying 'Your inbox is about to get Ginsburged' with a button to 'Rep the Supreme Queen'.
But, oh my god... I LOVE the copy that you guys are delivering. Literally the best I've ever seen.
Jason Feinberg Founder

our approach

Deep audience insights

We defined FCTRY’s core audience and used that to shape every message, visual, and subject line.

Bold, relevant copywriting

We leaned into humor, mixing pop culture nods like “covfefe” and the iconic Pelosi clap to create content that was both topical and fun to read.

Automated flow strategy

We developed a full-funnel Klaviyo system, from engaging welcome flows to abandoned cart recovery emails, all designed to entertain while driving conversions.

Results

  • 13.8% Welcome experience conversions
  • 15% Abandoned cart conversions
Five action figure toys representing political figures standing against a bright blue background with the words 'WE’RE ASSEMBLING A SUPERTEAM' overlaid.

Next Case Study

SAS NOLA

How SAS NOLA achieved 135x email marketing ROI

Read Next Case Study

Ready to work with us?

LET'S GO