Case Study: OluKai boosts inbox placement and adds $55K+ in revenue with Tie

How OluKai Hit Primary Inbox in 24hrs, growing sales by $55k+

OluKai, a premium Hawaiian-inspired footwear brand, faced a persistent challenge with its email marketing campaigns. Despite following all best practices for list hygiene and creative design, their emails consistently landed in Gmail's Promotions tab instead of the primary inbox, reducing visibility and engagement. This issue was affecting key sales announcements and launches, and their existing tools provided no solution. They turned to the vendor Tie for help with their Promo Tab Protection service.

Tie implemented its solution by creating a universal content block that was easily added to OluKai's existing email campaigns in Klaviyo, requiring minimal effort from the internal team. The results were immediate and significant. Across nine A/B tests, emails with Tie's Promo Tab Protection saw a 42% increase in click-through rates and a 55% lift in revenue per send. This simple change generated over $55,000 in incremental revenue during the test period by ensuring emails reached the primary inbox.

OluKai

Paul Maloney

Retention Manager