Scott Hawaii: 121.6% growth in email attributed revenue, outpacing the business itself
Scott Hawaii is a family-owned Hawaiian footwear brand founded in Honolulu in 1932, known for creating the original Hawaiian rubber slipper and built around comfort, durability and heritage, backed by a lifetime sole guarantee. The brand already had deep trust, a loyal customer base and decades of history. The opportunity wasn't manufacturing demand from nothing, it was turning that existing brand equity into consistent email revenue.
The challenge
Scott Hawaii had a loyal audience, but email wasn't being used consistently enough to convert that loyalty into revenue. Campaigns were sporadic, with no overarching calendar. Automation was thin, so too much revenue depended on manual campaigns that were barely being sent. Segmentation was underused, meaning buyers, non-buyers and engaged subscribers weren't being treated differently to maximise sales or margin. And email's overall revenue share was well below what the brand's loyalty should have supported.
What In-box did
- Segmented the full database by buyers vs non-buyers, using engagement to control who received what, with curated content calendars for each segment
- Built out full lifecycle automation so revenue no longer depended on one-off campaign sends, including welcome series, abandoned cart, abandoned checkout, browse abandonment, post-purchase and fulfilled-order flows, each with its own curated pathway based on the specific product involved
- Rebuilt the campaign calendar around genuine reasons to communicate, Hawaiian culture, product education, comfort, customer stories and seasonal moments, not just discounts
- Leaned into brand storytelling in every send, built around Hawaiian heritage and the product's decades of relevance, rather than generic ecommerce messaging
- Did all of it while deliberately reducing reliance on discount codes, so growth didn't come at the cost of training customers to wait for the next promo
The results
Email attributed revenue grew 121.6% year-on-year, meaningfully outpacing the 42.3% growth of the business overall, so email became a proportionally stronger channel rather than simply riding overall growth. In April, email contributed 38% of total attributable revenue. Campaign revenue grew 226% and flow revenue grew 47.6%. The list added 479 new subscribers through an improved sign-up form strategy, with sign-up form submissions up 96.5% and attributed conversions from those forms up 329.4%. All of this held alongside strong deliverability across 782,000 recipients: a 70.7% average open rate, 1.46% click rate, a Klaviyo deliverability score up 88 points to 84/100, a 0.13% bounce rate and a 0.0007% spam complaint rate.
"Since using In-box, our campaigns have gone from just blasting customers with opportunities to save, to a much more comprehensive monthly and annual approach. Their strategy is great, they provide the content and plan a month or a month and a half in advance, so there's no rushing anything. The most noticeable improvement has been the flows, following up on abandoned checkouts especially, that's been huge. And the best part is our margins have actually gone up, because instead of blasting the list with a 20% discount, we're now sending smaller 10 to 15% offers and making more money in a day. If you have an ecom store and you're past the startup point, I think you'd be doing yourself a serious favour by getting Gavin and his team on your side."
The takeaway for heritage and legacy brands: if you already have real trust and brand equity, email shouldn't be an occasional campaign channel, it should be a structured, story-led system that reflects that trust, stronger automations, a clear calendar, real segmentation, and messaging that earns attention without leaning on ever-deeper discounts.
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