CASE STUDY
Email Marketing
99th Monkey sells through Coles, Woolworths and independents nationwide, so most of its fans had never bought direct. Picos started in March 2026 to change that, rebuilding the flows and putting campaigns on a calendar built around launches, seasonal moments and recipes. Campaign placed order rate is up 49% and revenue per recipient up 46%. More fans now buy direct, not only off the shelf.
99th Monkey
99th Monkey is a Melbourne-born natural food brand known for its handmade nut butters and plant-based protein smoothies, made with minimal ingredients and no palm oil. Founded by former journalist Nick Sheridan in 2013, the brand has grown from a farmers market stall into a nationwide favourite, now stocked in Coles, Woolworths and independent retailers across Australia through its simple, feel-good products and loyal following.
The problem
99th Monkey had a loyal following, a strong founder story and products on supermarket shelves nationwide. Email was underused as a direct channel, with limited flows and campaigns sent without a clear calendar. With fans already buying in store, there was a real opportunity to bring them online and build repeat orders direct.
The Solution
Picos rebuilt 99th Monkey’s flows across Welcome, Browse Abandonment, Abandoned Cart, Abandoned Checkout, Post-Purchase and Winback, designed to match the brand’s natural, feel-good look. A structured campaign calendar was built around product launches, seasonal moments and recipe content, with segmentation used to put the right products in front of the right customers.
The Result
Campaign performance lifted across the board. Placed order rate increased by 49%, driven by a consistent calendar and more targeted sends. Revenue per recipient rose 46%, so each campaign earned more from the same list. Open rates increased by 34%, showing subscribers were more engaged with every send.
