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How Filson Turned Better Inbox Visibility Into 37% More Placed Orders From Klaviyo Campaigns
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Background
Filson is one of America’s most iconic outdoor heritage brands, founded in Seattle in 1897 to outfit prospectors during the Klondike Gold Rush. Over the past century, the brand has built a reputation around rugged durability, craftsmanship, and timeless outdoor gear trusted by hunters, anglers, ranchers, loggers, and outdoor enthusiasts. Its signature products, from Mackinaw Wool jackets to waxed tin cloth bags, have become staples in the premium outdoor apparel category.
Today, Filson has successfully evolved from a legacy outfitter into a modern ecommerce brand while preserving its heritage positioning. Through direct-to-consumer growth, premium product launches, and collaborations, the brand continues to engage a loyal customer base that values durability, authenticity, and craftsmanship.
Results
37%
Overall increase to campaign conversion rate
38%
Overall increase to campaign click rate
$6,547
ADDITIONAL dollars per campaign!
By improving inbox placement, Filson turned its email channel into a stronger and more reliable revenue driver, helping more customers see, engage with, and purchase from its campaigns. After implementing Maverick’s Inbox Placement Optimizer, Filson saw strong lifts across key email metrics.
Challenge
Even brands with strong customer loyalty and premium products face one major challenge in email marketing: inbox placement. Many campaign emails end up in Gmail’s promotions tab or spam folder instead of landing in the primary inbox, where customers are far more likely to actually see them.
For Filson, this meant product launches, seasonal campaigns, and promotional sends weren’t always reaching their full audience. When emails don’t consistently land where subscribers check first, open rates decline, engagement drops, and meaningful revenue opportunities are lost.
Solution
To solve this challenge, Filson implemented Maverick’s Inbox Placement Optimizer across its campaign emails. The tool makes it significantly more likely that emails land in subscribers’ primary inboxes instead of being filtered into promotions or spam folders. That means Filson’s campaigns are more likely to appear where customers actually notice them, driving more opens, clicks, and purchases.
Implementation was seamless: Filson simply integrated Maverick Optimizer once and the tool would automatically optimize their campaign and flow emails in the back. No redesigns, copy changes, or operational changes were required.