18.21 Man Made is a premium men’s grooming brand rooted in craft barbershop culture. Known for their whiskey-inspired aesthetic and high-performance hair and beard care products, the brand has a loyal customer base across DTC and prestige wholesale, including Ulta Beauty.
Father’s Day is the most important campaign moment in the men’s grooming calendar. It’s when gift-givers are actively searching for something premium, personal, and worth giving. For 18.21 Man Made, it’s a make-or-break moment in the marketing year.
The Setup: What Changed Between 2025 and 2026
2025: Single-Channel Sends
In 2025, the Father’s Day campaign relied on a familiar but limited playbook: a handful of broadcast email sends to a broad list, supplemented by a few standalone SMS messages. Each channel operated independently. There was no coordinated strategy tying email timing to SMS follow-up, no audience segmentation driving different messages to different customer groups, and no unified view of how the channels were working together.
The results weren’t bad — but they also weren’t close to what the brand’s Klaviyo setup was capable of delivering.
2026: Full Omnichannel Execution
By Father’s Day 2026, the program had been rebuilt into something fundamentally different. The brand’s Klaviyo account had been optimized with clean audience segments, integrated email and SMS flows, and a campaign infrastructure designed for coordinated multi-channel sends.
Klaviyo’s omnichannel platform made the difference clear: rather than treating email and SMS as separate tools that happened to run at the same time, the 2026 campaign used them as a unified system — with each message informed by the same customer data, sequenced to reinforce each other, and targeted to the right audience at the right moment.
The 2026 Father’s Day campaign was the first time that full system was deployed at scale. The result was a +29% revenue increase year over year, with $56,968.25 in total Klaviyo-attributed revenue for the month of June.
The Strategy: Omnichannel, Audience-First
Segments Before Sends
The foundation of the 2026 campaign wasn’t the creative, it was the segmentation. Before a single message went out, distinct customer audiences were identified and locked in:
- Active buyers — recent purchasers who already had brand affinity and were primed to re-engage with a Father’s Day offer
- Lapsed customers — past buyers who hadn’t purchased in a defined window, with a winback angle built into the messaging
- Engaged non-purchasers — subscribers who open and click but haven’t converted, reached with a more introductory angle
This is the core of what Klaviyo’s omnichannel approach enables: instead of blasting one message to everyone and hoping it lands, every segment received messaging calibrated to where they were in their relationship with the brand. The same Father’s Day promotion, told differently to four different audiences.
Email and SMS, Coordinated
Each segment didn’t just receive a single email. The 2026 campaign deployed email and SMS as a sequenced, channel-coordinated push:
Email carried the full story: product photography, brand voice, gift-guide framing, and the offer. It was designed to build desire and click-through for customers who engage with longer content.
SMS served as the high-urgency, high-visibility amplifier: short, direct, and timed to catch customers at the moments email is less likely to land. Rather than sending SMS as an afterthought or a separate campaign, it was integrated into the cadence as a deliberate second (or third) touchpoint.
Timing and sequencing were mapped out to avoid overlap fatigue while maximizing coverage; the right message, on the right channel, at the right moment for each segment.
A/B Testing Built In
Subject lines and send times were A/B tested before the highest-stakes sends went out, ensuring the campaign was optimized before reaching the largest audiences. This is standard practice in the monthly program, but in a peak moment like Father’s Day, where timing can make or break a send, it’s especially critical.
Flows Running in the Background
While the campaign was the main event, automated Klaviyo flows didn’t pause for the holiday. Welcome sequences and abandoned cart emails continued running throughout June, contributing an additional $5,600.38 in flow revenue, a revenue floor that exists regardless of campaign calendar.
The Results
$56,968.25 — Up 29% Year Over Year
The 2026 Father’s Day campaign generated $56,968.25 in Klaviyo-attributed revenue — a +29% increase versus the prior year’s single-channel approach. Campaign sends drove $51,367.87 (90%) of that total, with flows adding the remaining $5,600.
A 29% year-over-year increase on a brand’s most important campaign of the year isn’t incremental. It’s the difference between a good Father’s Day and a great one — and it came directly from upgrading a siloed, one-channel approach to a coordinated omnichannel system.
The Difference a Year of Setup Makes
The 2025 campaign and the 2026 campaign were selling the same products to largely the same audience. What changed was the infrastructure:
| Father’s Day 2025 | Father’s Day 2026 | |
| Email strategy | Broad single sends | Multi-segment, sequenced |
| SMS | A few standalone sends | Coordinated with email cadence |
| Audience segmentation | Minimal | Locked: buyers, lapsed, engaged |
| Channel coordination | Independent | Unified via Klaviyo omnichannel |
| Result | Baseline | +29% YoY |
This is what Klaviyo’s omnichannel platform makes possible: one unified view of the customer, one place to coordinate every channel, and a strategy that treats every touchpoint as part of the same journey rather than a separate event.
Key Takeaways
Omnichannel is about coordination, not just coverage. Adding SMS to an email campaign doesn’t make it omnichannel. The 2025 Father’s Day push had both, and it still left 29% on the table. What changed in 2026 was that both channels were working from the same audience data, timed to reinforce each other, and sequenced strategically for each segment. That coordination is what Klaviyo’s omnichannel platform enables, and it’s what drove the result.
Segments unlock the right message for the right customer. A VIP buyer and a lapsed customer shouldn’t receive the same Father’s Day email. When each audience receives messaging calibrated to where they are in their relationship with the brand, relevance goes up — and so does conversion. Segmentation is the work that makes everything else perform.
Peak moments reward a prepared program. The 2026 campaign was able to execute at this level because the months before it were spent building and refining the segmentation, optimizing the flows, and testing the send infrastructure. Father’s Day didn’t create the capability, it revealed it. A fully built Klaviyo program shows up strongest exactly when the stakes are highest.
Flows are the revenue floor beneath every campaign. Even in June, the brand’s most campaign-heavy month, automated flows ran in the background and contributed $5,600 in additional revenue. That number doesn’t pause for holidays. It compounds quietly while the campaign drives the spike.
Want to Run a Campaign Like This?
Building a coordinated omnichannel campaign starts with the right segments, the right flows, and a Klaviyo program tuned to treat every channel as part of the same customer journey, not a separate send.
If your Father’s Day (or Black Friday, or any peak campaign) is still relying on broadcast blasts to your whole list, there’s a better way.
Results reflect Klaviyo analytics data for 18.21 Man Made. Revenue figures are Klaviyo-attributed. Year-over-year comparison reflects the same period in 2025.
