Growth
Kickline Skate Shop
2026
Deck Society
Growing a skate shop's email list from 300 to 18,000 people.
The results
18K
subscribers in six months
52%
average open rate
4
monthly drops
The story
Four monthly drops, a referral card in every box and emails people look forward to.
The problem
Kickline had a loyal crowd but no way to reach it between visits. Their newsletter went out twice a year and mostly said ‘sale’.
The idea
We turned email into the shop’s fifth staff member: one small drop announcement a month, written by the person who picked the stock, plus a referral card tucked into every box.
What happened
The list grew mostly by friends telling friends. Drop days now sell out inside an hour, and the shop opened a second counter for pick-ups.