Retention Marketing
Two Dudes partnered with Atlas Studios to elevate their email marketing presence in ANZ and create a stronger, more balanced Klaviyo strategy – one that could scale audience growth, drive revenue, and showcase the brand through polished design.
Two Dudes partnered with Atlas Studios to elevate their email marketing presence in New Zealand and Australia. While flows were performing steadily, campaigns were underdeveloped and design lacked cohesion with the brand’s bold, no-nonsense identity. The goal of the engagement was to create a stronger, more balanced Klaviyo strategy – one that could scale audience growth, drive revenue, and showcase the brand through polished design.
Design Refresh
Our retention and UX teams got to work and implemented a new visual direction within email, utilising the brand-spanking-new brand bible shared by the dudes.
Profitable Campaign Strategy
We expanded the campaign calendar using seasonal moments, product features, and educational content to engage subscribers and increase profitable revenue contribution, without relying on ongoing discounting.
Flow OptimisationExisting automations were audited and refined, ensuring they remained a solid revenue driver with updated branding to ensure a cohesive brand identity.
Our Strategy, Retention, and UX teams worked together to introduce a refreshed Klaviyo strategy built on strong creative and performance foundations. We developed a new design direction that brought the Two Dudes personality to life in every campaign.
The campaign calendar was expanded and diversified, ensuring customers received a balanced mix of seasonal promotions, product storytelling, and educational content. Alongside this, continuous A/B testing was implemented to refine subject lines, content formats, and design variations – driving ongoing performance improvements while maintaining brand consistency.
End-to-End Strategic Campaign Management
A robust, rolling email campaign strategy was implemented. All emails were designed, built, QA'd, approved and scheduled in advance to ensure consistency and flawless delivery.
Flow Optimisation and Continuous A/B Testing
Missing flows were tailor-made for the client and existing flows were further improved as part of an initial set up project. A continuous A/B testing strategy was put in place to continue to drive incremental improvements for the client.
The Results
The shift was immediate and powerful. Campaign revenue, previously a small fraction of their email performance, surged to become the primary driver – more than tripling year-on-year. This repositioned campaigns from an afterthought to a core part of their email strategy.
53.6% YoY Net Sales Growth
The 5-month window we have been working with our client has generated a 53.6% further YoY net sales in Shopify compared to the period before Atlas. This highlights the impact of our Klaviyo work alongside the brand’s broader growth strategy.
80% YoY Revenue Growth
Over the past year, Two Dudes saw overall email revenue rise by 80% compared to the previous year, driven by a refreshed Klaviyo strategy and bold new campaign designs.
329% Campaign Revenue Growth
Campaigns, once a minor revenue stream, became the primary driver of performance – growing over 3x year-on-year as we scaled design-led campaigns across NZ and AU.
395% Audience Growth
Subscriber reach increased almost fivefold, while open rates remained consistently strong (45–52%), proving that the growing audience remained engaged and resonated with the new creative direction.
“These dudes (and dudettes) just get it. Smart strategy, great copy, and zero fluff. Every email feels on-brand, and actually sells without needing discounts or gimmicks. Our community love them almost as much as we do.”
Tomas Tappin
Two Dudes
