Case Studies

Driving BFCM growth:  How Made In achieved record holiday performance with IM Digital and Opensend

A behind-the-scenes look at how Made In scaled personalization and retention using identity-powered segmentation.

The challenge

Made In Cookware had strong brand equity and high website traffic heading into Black Friday/Cyber Monday 2024. But their growth was limited by two key gaps:
Limited visibility into who was browsing and abandoning
Incomplete segmentation for personalized email engagement
With much of their traffic remaining anonymous, they couldn’t retarget high-intent visitors or tailor messaging based on real behavior.

The strategy

IM Digital led a full audit and strategic refresh of Made In’s Klaviyo ecosystem. This included:
Advanced segmentation by engagement, traffic source, and product affinity
Lifecycle flows triggered by real-time cart and browse behavior
Personalized content tied to Made In’s “Still Serving” brand narrative

How Opensend played a role

IM Digital knew that getting more performance out of Klaviyo meant reaching beyond Made In’s known contacts.
By integrating Opensend, they were able to resolve anonymous visitors in real-time, enrich those profiles, and trigger personalized flows, without disrupting the rest of the tech stack.

The Results

+42%

BFCM 2024 revenue

+140%

resolved contacts

+29%

checkouts started

2.4x

email click-through rate

The takeaway

Lifecycle marketing works best when both data inputs and creative outputs are optimized. Opensend enabled IM Digital to engage a broader audience with smarter segmentation, turning passive traffic into active revenue.
“We ran a split-test, with 30% going to a control group. We tagged contacts in Klaviyo based on whether they went through Opensend. We pulled that data from Klaviyo to calculate results. There was no reliance on Klaviyo cookie tracking. It was pure lift.”
Chip Malt
Co-Founder & CEO, Made In
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Trusted by 1000+ brands

“We have been very impressed with Opensend’s performance, generating over $85K in placed orders in just 30 days. To confirm...”
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73,737

Identities resolved in 30 days

55.49%

Unique open rate

24.53%

Unique click through rate

12X ROI

Average return on investment

Adam Hutton

Senior Manager, Digital Growth, Benchmade
“The leads we’ve gained with Opensend are of much higher quality than those from other platforms, resulting in better engagement and more orders....."
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93,000

Resolved identities

$355k

Revenue generated

64%

Unique open rate

19X ROI

Average return on investment

Kurt Oriol

Founder, Campo Grande
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55,211

Resolved identities in 30 days

8.86%

Unique click through rate

23.8X ROI

Overall return on investment

John Hylandaria

Director of E-commerce, Melinda Maria
“When I started at Jordan Craig, Opensend was one of the first vendors I contacted. At my previous company, they were a key part of the company's....."
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35%

Higher click rate
than Retention.com

4.3X

Higher revenue per lead than Retention.com

29,268

Leads identified in 14 days

Rob Varon

Director of Marketing, Jordan Craig
“Opensend has transformed our marketing efforts at Auri Nutrition, delivering a high ROI within 45 days and generating additional sales quickly. The....."
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96,988

Resolved identities

4.1X ROI

Average return on investment

45%

Unique open rate

$106,286

Revenue generated

Evan Johansen

Partner, Auri Nutrition
“We tried other platforms similar to Opensend, but nothing compared to what Opensend had done for our business. Within the first 30 days of using.....”
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37,621

Resolved identities in
30 days

48X ROI

Overall return on investment

$114,921

New revenue
generated in 30 days

60.78%

Average open rate

Steve Morales

Head of Growth,Kut from the Kloth
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