Smidge’s holiday strategy that drove a 194% increase in email campaign revenue

Fuel Made and Smidge have partnered together for nearly a decade. We work to further improve Smidge’s email marketing campaigns every year, especially during Black Friday and the holiday season.

+215% unique opens
+182% campaign orders
+194% campaign revenue

Client	Smidge
Industry	Supplements
Website	getsmidge.com

Fuel Made's Role

Strategy
Copywriting
Visual Design
List Growth
Full Service Email Marketing

The challenge

Economic uncertainty and shifting consumer behavior

The current economy presents new challenges for ecommerce brands. Shoppers are cautious, and competition for attention is fierce, especially during Black Friday and the holidays.

Maintaining brand integrity during peak season

Smidge’s brand voice is educational, gentle, and non-salesy. The challenge was to drive significant Q4 growth while staying true to this tone and keeping trust with loyal subscribers.

You have been with us since the start, and the care and joy you infuse into our work together is just so wonderful. Our company continues to grow and help people on their healing journeys, and we couldn’t do it without you steering the ship!

Natalie L. Marketing Communications Director, Smidge

Our approach

Early, strategic planning

We began planning for Black Friday in July. By August, Smidge’s Q4 email and SMS strategy was finalized. We defined everything from discount structure and technical setup to segmentation and list growth plans.

Tailored, educational content strategy

Rather than using pushy sales tactics, we focused our efforts on educational campaigns that built credibility and trust. Our goal was to respect email subscribers by only sharing valuable content, while turning Smidge’s communication up a notch compared to the year before.

Meticulous execution and optimization

From cleaning lists and planning pop-ups to mapping 18 total Q4 touchpoints, our team executed a data-driven, customer-first strategy. Post-holiday reporting showed YoY boosts across the board, validating that Smidge’s trust-based approach paid off.