Case Study: SmileSet reactivates 15M cold records and drives $430K+ in revenue with Brenton Way

SmileSet reactivates 15M cold records into $430K with Brenton Way

The customer SmileSet, a health and wellness ecommerce brand, faced the challenge of reactivating a high-risk, dormant email database of 15-20 million records acquired from SmileDirectClub's bankruptcy. With obsolete consent documentation and a very short Q4 timeline, a broad reactivation campaign would have irreparably damaged their sender reputation. They engaged the vendor Brenton Way for email marketing and conversion optimization services to safely monetize this legacy data.

Brenton Way implemented a segmented, throttled email strategy, splitting the data into four risk-based cohorts and processing them through a five-email warming journey. This solution generated over $430,000 in attributable revenue in the first month from more than 1,230 orders. The high-intent cohort of former patients performed exceptionally well, maintaining over 99% deliverability and validating Brenton Way's segmentation approach.

SmileSet