From batch-and-blast
to built to last.
Messaging strategy, five live lifecycle flows, and a rebuilt campaign system for one of the world's largest outdoor living manufacturers.
Keter is one of the world's largest manufacturers of outdoor furniture, sheds and garden storage. Founded in 1948, the company employs around 5,000 people, sells in more than 100 countries and generates roughly $1.4 billion in annual revenue. Its products sit in millions of backyards.
Its email programme didn't match. Keter's North America marketing team brought in Noetic to build the channel a brand this size deserves: a defined voice, real lifecycle automation, and campaigns that do more than announce the next discount.
Every send sounded
like a coupon.
The audit came first. It wasn't flattering.
The challenge
Every send was a discount announcement. 20% Off. Final Hours. A Black Friday in spring. One promo template, reskinned each season, with urgency as the only register.
The method
We audited cadence, layout and copy register, then wrote the voice: benefit-led headers rooted in durability and outdoor life, plus lines the brand can own — “Made for Your Life.”
The outcome
A deliberate split between promo and brand content. A discount lands harder when it isn't the only thing subscribers ever hear.
The highest-intent moments
went unanswered.
No automation. None. The same email at the same time, whether you joined that morning or loaded a cart an hour ago.
Five flows, built and launched
Welcome, Account Creation, Abandoned Cart, Post-Purchase and Win-Back — designed, built and shipped in Klaviyo, all speaking in the new voice on a modular, mobile-first system.
A clean data layer underneath
HubSpot sits behind Klaviyo as the contact layer, so segmentation stays clean as the programme grows.
One template, reskinned forever,
was never going to scale.
Image-heavy builds strained deliverability and punished mobile readers. And because every send looked the same, performance had nowhere to go.
Modular by default
Hero, product tiles, editorial blocks, trust badges, brand footer. Segmentation-ready, with dynamic product blocks that flex by audience.
Tuned for the inbox
Text-to-image balance rebalanced, so the builds stopped fighting spam filters — and stopped punishing anyone reading on a phone.
Subject lines under test
Benefit-led and curiosity lines against pure discount copy. Same list, same catalogue, different system.
Read the programme,
not a thumbnail.
Five sends from the rebuilt programme, each one scrollable in place. The flows carry the new voice from the first hello to a recovered cart; the campaign shows the modular system doing the work.
Scroll inside any send to read it end to end
Every send sounded like a coupon.
Nothing sounded like Keter.
A brand with almost eight decades of product credibility was introducing itself to its own subscribers as a discount code.
Once the programme had a voice, the promos didn't have to carry the relationship alone. That's when the numbers moved.
Same list.
Different system.
Measured against the campaigns that came before, on the same audience and the same catalogue.
Click-through rate
Open rate
Unsubscribe rate
Flows live and sending
Our emails finally sound like Keter. Noetic gave the programme a voice, built the lifecycle flows we never had, and the results showed up fast: more opens, more clicks, fewer unsubscribes.
The team behind the inbox.
Five people on one channel: strategy and voice, the flows and the data layer, and the design system every send is built from.
The gear behind it.
Klaviyo
HubSpot
Figma
GA4
Asana
Slack
Give the programme a voice, automate the moments where intent peaks, and the same list starts behaving differently: more opens, more clicks, fewer goodbyes.
Keter isn't slowing down either. The company unveiled its next generation of outdoor living products at spoga+gafa 2026, with new ranges heading to global retail. The email programme is finally built to carry that story.
Other Case Studies
