Case Study: Birthdate Co. boosts profitability with Tydo

Birthdate Co. Increased Profitability by Optimizing for Email Acquisition with Tydo Custom

Birthdate Co., a high-growth CPG brand known for astrology-inspired candles, books, and gifts, was struggling with fragmented data across Klaviyo, Shopify, paid media, direct mail, TV, and agency sources. As a bootstrapped business focused on profitability, the team needed a clearer way to understand email acquisition, repurchase behavior, and overall business performance, so they turned to Tydo Custom.

Tydo connected Birthdate Co.’s traditional and non-traditional marketing channels and built custom reports that blended spend, CAC, ROAS, LTV by email, conversion timelines, and profitability metrics into one reliable view. With Tydo, Birthdate Co. gained a full picture of the business, improved ROAS and CPA, and shifted to optimizing for email conversions instead of purchases—an arbitrage strategy that helped increase profitability and scalability.

Birthdate Co.

Ajay Mehta

Founder