Penn Tools Case Study: Email Marketing Growth & Results

A Hardware Brand Gains an Additional $650,000 In Email Revenue in One Year

Penn Tool Co. is a hardware brand that’s been in business for over 50 years. They went from being stuck at 13% total revenue for 3 years to 18% in just 7 months, while re-engaging their email list and driving 3x the number of campaign clicks.

Take a look at how our team made it happen.

Key Results

Growth in Email
Revenue

3-4x

Increase in Click Rates

$650,000

Additional Revenue
Made in 2025

The Challenge

Reaching 20% Email Revenue

For 3 years, Penn Tool Co.’s email revenue had been holding steady but wasn’t reaching the level they were hoping for. Despite implementing a targeted email strategy, the brand was struggling to increase revenue and keep its audience engaged with its marketing efforts.

Why They Turned to
Hustler Marketing

We specialize in smart strategy and effective implementation, and we have proven experience in transforming brands through data-driven email campaigns.

Our team’s ability to assess a brand’s position and pivot to something new that moves the needle is the foundation of our professional relationship with Penn Tool Co.

The Strategy

Adapting the Audience and Strategic Re-Engagement

To increase Penn Tool Co.’s email revenue, we implemented a three-part strategy:

Analyzing the brand’s client base rather than just its subscribers

Adapting the messaging to suit a B2B audience

Re-engaging previously suppressed subscribers

All efforts were aligned with Penn Tool Co.’s brand values of providing high-quality products and superior customer service to a diverse range of professionals in various industries.

Execution: From Strategy to Results

Unsuppressed the List

The first step was to reactivate the full audience. Rather than aggressive cleaning, we focused on gradual, controlled re-engagement, ensuring that valuable customers who were still purchasing but not recently engaging were included in our communications. Part of this step included avoiding traditional winback flows and implementing strategic full-list campaigns at least once a month.

Refined Campaign Strategy

To refine the campaign strategy, we performed a deeper analysis of the buyer segment.

We found that B2B customers represented ~60% of the audience and over 70% of total revenue, making them the priority segment. Testing also identified 5 AM as the optimal send time, and weekends and holidays as the least active buying times for this segment. With this information in hand, we were able to ensure our campaigns reach the right people at the right times.

Adjusted Brand Messaging

Once campaign timing and structure were optimized, we shifted focus to adapting the content and messaging to better align with B2B customer behavior.

We moved away from discount-heavy messaging and redesigned our campaigns into catalog-style layouts, helping customers navigate a store with over 500,000 products and making discovery easier. Testing showed that displaying more products (with pricing included) significantly improved engagement, resulting in 3-4x higher click rates and increased conversions and revenue.

By adjusting its campaign strategy and messaging to reach the largest buyer segment, Penn Tool Co. increased its total email revenue from 13% to 18% in just 7 months.

“Working with Penn Tool Co. has been very rewarding.

The impact of email has been particularly significant in reactivating customers who had previously stopped purchasing or simply forgotten about the brand in a highly competitive market. By bringing these customers back, we’ve contributed directly to revenue growth, which in turn has enabled the business to reinvest in other channels such as paid ads and new initiatives.”

Anna Hrychukh

(Senior Account Manager at Hustler Marketing)

Own Your Email Revenue

Re-Engage Your List and Drive Revenue with a Data-Driven Email Strategy

Penn Tool Co. saw a 5% increase in total email revenue over just 7 months, and its 20% goal is now within reach. With strategic testing, smart segmentation, and a strategy tailored to the brand and audience, they’re living up to their values of providing superior service to their customers. That’s how a brand continues to grow and scale, even after they’ve been in business for half a century.

Ready to take your brand to the next level? Let’s talk.

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