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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