+172% email revenue. $127K/mo and growing.

The backstory

The brand a marketer dreams of inheriting — with an email engine that wasn't keeping up.

Build A Head is the kind of brand a marketer dreams of inheriting. 2 million+ units sold. 4.9-star rating across 3,345+ reviews. Featured in ESPN, New York Times, Sports Illustrated, TNT, and CNBC. They make custom cardboard cutouts of people's faces — 'big heads' — that show up at bachelorette parties, graduations, weddings, Super Bowl viewings, and corporate events.

The brand was already doing real volume. The product was clearly working. National media was talking about them. The email channel, though, wasn't keeping up.

Their flows existed — but were structurally broken. Sloppy builds. Off-brand creative that didn't sound like Build A Head's playful, irreverent voice. And critically: gaps in the customer journey where major touchpoints were being missed entirely.

For a brand whose entire business is event-driven — Super Bowl spikes, grad season surges, wedding-season demand, Christmas — every missed touchpoint is real revenue gone.

The brief

Three asks.

• Tidy up the flows. Stop the sloppy builds. Make them work properly.
• Make them on-brand. Build A Head's voice is fast, fun, and a bit cheeky. The flows had to sound like that.
• Time campaigns to the demand cycles. The email engine had to know which events mattered and hit them every single year.

What we did

Tidied the flows. Made them on-brand. Built an event-driven campaign engine.

• Tidied up the flows. Restructured what was already there — fixed sloppy builds, removed broken logic, closed gaps.
• Made them on-brand. Rebuilt creative and copy to match Build A Head's playful, fast voice. No more templated agency emails.
• Closed the touchpoint gaps. Post-purchase delight, event-anniversary triggers, repeat-occasion reminders — built new automations to capture them.
• Built a seasonal campaign engine. Super Bowl, graduation season, Christmas, bachelorette season, wedding season, Halloween. Right campaign, right event, right time, every year.

Where they are now

An email engine timed to the actual market they serve.

Build A Head's email channel is now built to the rhythm of the actual market it serves. Every major event has its own campaign architecture. Every customer journey gap is covered. The brand's voice runs through the inbox the way it runs through the rest of the business.

The bigger win: the seasonal campaign engine compounds every year. Each Super Bowl, each grad season, each Christmas — the segments get tighter, and the revenue keeps climbing.